Standard, straight translation of say, a user manual, is aimed at producing a rendering of the source language text that stays true to the meaning as closely as possible in the target language. With creative copy, however, a straight, “word-for-word” translation just won’t cut it. Advertising and marketing text is often full of colloquialisms, expressions, puns and word play that don’t always translate that well in other languages. If translated directly, headlines, taglines and creative copy may not make sense at all, or could even end up sounding like complete gibberish. This is where transcreation comes in. Transcreation is the process of capturing the concept, flavor and feeling of creative content in one language and expressing it creatively and authentically in another, with its possible puns and idiomatic expressions.