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72% of French people can't speak English
Always transcreate
Source: IFOP 2021
French and global campaigns
Here's a selection of campaigns I have worked on as a French-English copywriter and transcreator.
I also put teams of foreign copywriters together and project manage global campaigns as a creative lead.
All campaigns are in French unless stated otherwise.
From the latest
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AMAZON
Above + Beyond
Above + Beyond had won a new brief with Amazon, its biggest client. I was asked to work on some of their corporate and social posts promoting the advantages of working for Amazon as an employee.
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Radio
INTEL4EDUCATION
Audio Experts
Intel4Education is the education arm of Intel that collaborates with schools and professionals supplying technology for remote learning in any environment for all. I was asked to create a radio script to promote Intel.fr/Intel4education in podcasts.
TV
Old El Paso
VCCP Blue
General Mills has appointed VCCP as its agency of record for brand Old El Paso across International. As partner agency, VCCP will deliver international campaigns across key markets including the UK, France and Australia and will be responsible for campaign development, amplification and strategic direction of the brand. I transcreate TV scripts for the French market around family and friends connecting around an Old El Paso meal, part of the "Make some noise" campaign. .
TV
Sage
VCCP Blue
Sage is a digital accountancy software that facilitates payment and HR management for businesses. I created new animation scripts targeting French HR directors, business owners and larger companies.
Straplines
Bombay Sapphire
Bombay Sapphire is a famous brand in a growing and dynamic gin market in Europe and in France in particular. I created various taglines for different products and occasions.
Digital content
Sticky Eyes
Reprise Digital
Sticky Eyes is a digital marketing performance agency part of the Reprise Digital network, a large US digital agency. Their portfolio includes some of the biggest brands in the world. I write SEO articles and transcreate SEO content for clients such as Adobe, Compeed, Freshworks, Hertz, Honda, Kleenex, NFL, and Reckitt Benckiser (Lysol).
Posters, flyers, OOH, social posts, eCRM, app
Gopuff
Gopuff, a US leading fast grocery delivery service, bought the French leader Dija and wished to relaunch as Gopuff in France. They involved me with their French and British marketing teams to create everything from posters, flyers, and in-store promotions to transcreation of the app and various eCRM on a daily basis for a quick turnover and high-quality creative input.
"Congratulations on your excellent work with the FR launch." - Borja Diaz-Roig, Growth Manager, Gopuff
Métro digital posters
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In-store bread bag Taxi ad
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Web content, social posts, eCRM
Brewdog
BrewDog the company that invented the famous Punk IPA wanted a French Punk copywriter so they got me! BrewDog has a definite TOV that translators just couldn't master where deep knowledge of British cultural references is paramount. I create and transcreate copy for their content, product descriptions, social ads, eCRM, and various promos.
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Billboards, TV idents, social posts
Prime Video Ligue 1
Empire Design
After a fierce battle between broadcasters to win the rights to show the French Ligue I, not only Amazon Prime Video has won the contest, but PSG managed to sign Messi in the meantime, guaranting huge audiences for the L1 and Prime Video. I create posters, social posts, tunnel wraps, TV idents.
Posters, activations - English
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Gorillas
Steve - Paris
Gorillas is one of the new grocery delivery platforms on the market. Their proposition is delivering groceries in 10 minutes from the order made on the app. Steve is an agency based in Paris that was competing for the account. I transcreated billboards, and activations from French into English.
TV, OOH, press, radio, advertorials, paid social, paid search, digital display, events
McArthurGlen
VCCP
McArthurGlen is a designer outlet with centres in several European countries including 3 centres in France. I transcreated 4 creative routes for a new campaign. Headlines, radio, social posts, activations. I also created deliverables including social posts (virtual shopping, sale, Christmas), advertorials, and events. I provided cultural insights regarding in particular children and diversity in France.
TV scripts, radio, social posts, sponsoring, events
- English
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Meetic - Match.com
Marcel Wld Paris
Meetic is the top dating app in France and the French brand name for Match.com in the UK. Marcel Paris has created several scripts, social posts and events to relaunch the app. I transcreated all the material from French into English.
Web content, eCRM, guides
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MOLLIE
Mollie is a payment system platform for eCommerce businesses operating throughout Europe. I transcreate a variety of digital content including their website and eCRM. I also revise all their translations in order to make their communication fit for marketing purposes. This is a high-volume type of workload that needs a fast turnaround and liaising with an international team.
"Thank you for ensuring the translation was completed in good time, and to a high standard!" - Megan Griffiths, Partner Support Specialist, Mollie
Posters
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Vita Coco
I created concepts, headlines, and endlines for 2 new campaigns destined for the French market. It included the launch of new products. Vita Coco is also active in communities where coconuts are grown with programmes aimed at helping local people to overcome poverty. Part of the brief was to make consumers aware of these actions.
Videos, flyers
Air France KLM
I transcreate various animation video scripts targetting travel professionals for Air France KLM Business Solutions. They've launched a new version of their booking system as well as AFKL.biz. I also transcreate flyers to promote the Air France and KLM Sustainable Aviation Fuel Program or SAF. Its aim is to encourage the use of sustainable fuel by other airlines and help to tackle global warming caused by the travel industry and aviation in particular.
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Posters, illustrations
Alexander McQueen for the NHS
and more
During the Covid 19 pandemic, I participated in a number of initiatives
notably for Alexander McQueen for the NHS, One Minute Briefs, and personal projects.
See here.
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Multichannel campaign, retail, packaging - English
Baileys
Diageo - MRM//McCann - Creative Equals
I took part in the Creative Comeback 2020 programme organised by Creative Equals. We were given the chance to pitch for a Baileys campaign. I teamed up as an English copywriter with an AD and a designer, and with the support of MRM//McCann we produced a multichannel campaign for the Autumn season with a witchcraft theme. We presented to Diageo. Full presentation here.
Creative Equals made a film about the programme that was shown at Cannes 2020 here.
Video - German
JÄ germeister
Engine Creative
Jägermeister is a world-famous brand with a cult following. They collaborate with artists and DJs. A highly creative approach was needed and we provided German copywriting for a video VO, various headlines and banners. Creativity, a fast turn-around and reactivity were crucial to this client and we responded accordingly.
Press ads, TV
Dove
Ogilvy UK
I transcreated straplines for a new product range launch under the Dove brand for women. Work under NDA.
Video, social, eCRM, app
Unilever
Signal
Children are naturally reluctant when it comes to brushing their teeth regularly. In order to help parents and encourage their children to brush their teeth correctly, Unilever has created a "magic" toothbrush, Signal Playbrush, under the French Signal toothpaste brand. It works along with an app on the telephone. Games, funny characters and rewards are part of a programme made to implement a routine.
I transcreated web content, social media posts, eCRM and the app into French.
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Cultural insights, imagery [product naming]
Kronenbourg 1664
Haines McGregor
In the world of premium lagers, Kronembours 1664 is a leader in France. However, the market has become more competitive with craft beers. and Kronenbourg wanted to create a new label for this new market.
They wanted to study new tendencies by setting up workshops to test ideas. They asked me to come up with themes and cultural insights around aspects of the French way of life and beer consumption. I created 16 themes typical of France's cultural landscape, with matching imagery.
Cultural insights, radio, digital ads
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BMB
LinkedIn plays a major role as a recruiter. However, it occupies a unique position as a network of professionals who use LinkedIn as a social media rather than a job board. LinkedIn wanted to launch a major campaign in France targeted at potential recruiters from small and medium companies. As a French creative lead, I created concepts and scripts tailored to the French market taking into account socio-economic factors, different from the US market in every way. My work was crucial in finding the right rationale, tone and people in order to generate scripts that were realistic and meaningful to a French audience.
eCRM, social, cultural insights, product naming
Photobox London - Paris
Coolr London
Photobox needed French input across all their departments. I created and transcreated copy for the French market and as a template for Southern Europe. ECRM, social media, website content, product naming, launch and copy, blog. The high volume of work demanded a quick turnaround with launches of products and promotions happening simultaneously. I also provided a consultancy service, advising on the relevance of campaigns and products for markets in Europe, and SEO search terms. I also created a glossary for a more cohesive approach to French copywriting.
I also collaborated with Coolr their social media agency and created posts for Facebook, Twitter and Instagram.
Press ads
Weleda
Select Life - Hamburg
Weleda is a world-famous German beauty brand. It was created in the 20s to promote a healthy lifestyle and natural products made from plants. The work involves press ads for the French market, concepts and taglines.
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POS material
STARBUCKS
OLIVER
I transcreated POS material for Starbucks featuring their new winter coffee flavours.
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Film script, VO directing
DANONE
DROGA5
Danone has adopted a company's new signature One Planet. One Health, reflecting their vision that the health of people and of the planet are interconnected. It aims to nurture healthier and more sustainable eating and drinking habits. I transcreated and rewrote a promotion script and tagline for Danone Day. I also directed the VO in the studio. Music by Sting.
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Product naming
Innocent
I created names for Innocent smoothies. in French. The various ingredients and colours were used as a basis for inspiration. The tone is humorous and playful, taking elements from popular culture, play on words and childhood memories.
TV scripts, sponsoring
LesFurets.com /comparethemarket.com
LIDA - VCCP Blue London
LesFurets.com is the French version of comparethemarket.com. The Meerkats have their own French counterparts Hervé and François. The TV scripts are different but the humour has remained the same. The campaigns through VCCP for the French market include TV commercials and sponsoring.
Press ads, TV - 30 languages
adidas
Leagas Delaney - 180 Amsterdam
Adidas has been one of the most exciting and challenging international accounts we’ve ever been given to work on. We produced 500 projects in 30 languages in partnership with Leagas Delaney and 180 Amsterdam over 7 years. The language of Adidas campaigns reflects the ever-changing landscape of our urban lifestyles. They are greatly influential.
It has demanded constant high standards and unfaltering commmitment to creativity. The results were impactful and pertinent messages for an international audience who regards Adidas as a cult brand.
Posters, catalogues, POS material - 2 languages
Habitat
TBWA\London
Habitat is the ever innovative design company for which we created posters, catalogues, product copy + PR for the French and German market. Original French copywriting from brief. Poster campaign for the French market.
Press ads, TV, manuals - 3 languages
Dyson
Working in collaboration with James Dyson, we produced press ads, TV scripts, manuals and booklets in French, German and Turkish. A unique USP made those as inventive as Dyson products.
Press ads - 9 languages
ELECTRONIC ARTS
The video gaming industry is one of the most creatively demanding. We worked with EA/EA Sports (FIFA) on many projects, in print and radio, in up to 9 languages.
Press ads, TV, DM
THE BAHAMAS-DUNHILL-IBM -HÄAgen Dazs-HUGO BOSS-levi's-SHELL
BBH London
I've worked on all BBH global accounts, notably IBM with John Hegarty. French transcreation for press ads, TV scripts, DM.
Press ads
Nike
Widen + Kennedy Portland - Amsterdam
I worked on the first European transnational campaign for Nike Women fitness in collaboration with Cosmopolitan. My copy was published subsequently in Campaign magazine. I also transcreated Men's Athletics press ad campaign.
Radio, posters, manuals, promotional material
Guinness Brewing Worldwide
Saatchi & Saatchi London Johannesburg
I worked 18 years on Guinness Brewing Worldwide pan-African business. I have produced posters, radio scripts, promotional material and manuals for French-speaking West Africa and Mauritius. I collaborated with GBW and a number of agencies in London and Africa, most notably Saatchi & Saatchi in London and Johannesburg.
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