Lifecycle Comms

We adapted Subway’s UK-centric Lifecycle Comms campaign into a successful multilingual execution for European markets.

When the client came to us with the project, we found a UK-centric campaign with imagery and copy which didn’t consider adaptability for European markets. The linguistic complexity and creative nature of their marketing messages required a more extensive language service or transcreation. The main challenge was character restrictions within banners and text expansion for languages like German and Dutch. Our expert Craft linguists immediately spotted the incompatibility and working in close collaboration with the local market approvers we were able to adapt global masters by changing product imagery in conjunction with effective transcreation to reflect local nuances.