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How Russian creators localize slogan VW «Safe happens»
Campaign VW «Safe happens» in the United States caused a lot of noise. Ad Age, perhaps, a monument in the life of the author of the concept is not set. Therefore, no doubt Crispin Porter + Boguysky planted for "localization" is a very interesting job.
In Russia, the use of the new ideas of the American colleagues are in no hurry. According to Tatyana Halyavskoy, Head of Marketing of Volkswagen in Russia, to use such forms of communication on the Russian market too early, they do not fit into the strategy to promote the brand.
Recall that the Original creative play on words based on the «Safe Happens» - «S * it happens» (stable expression).
Alexei Meshkov, RA Instinct
Adaptation options: «The danger does not even smell» In general, in my opinion, the most precise adaptation of sounds like processing all known since childhood phrases, namely: "Do not obosr ... Xia and live." But, according to ethical standards, it does not pass. It is also necessary, but softer. Objective: to transfer the game from the substitution of the words with the letter "G" on safety. From my version.
Daria Dereglazova , Armenian Instinct
Adaptation options: «Lucky security» In the original version of the main idea - the safety car - included in the popular expression. Analogues «s * it happens» in the Russian language, which can be used while maintaining awareness of the desired expression, I have not found. In the mind generally comes quite netsenzurschina. So I decided to reflect in the first place the very idea of security, and express it in a game of words that slogan will not dull.
Alexander Kopylov RA Instinct
Adaptation options: & quot; Easy! « .
It is believed that the slogan reticence - an advantage (although, in my personal opinion, the larger the word, the longer people will think about the brand, and the longer a person is thinking about the brand, the more he or she wants it, so for long slogans - the future ). But as of now is the moment, I propose to limit ourselves to a single word.
Max Bonyushkin, RA Instinct
adaptation options: «Security Happens!» For me, the slogan Safe happens semantic game is basically absent. There is only a formal, not thought-provoking. Therefore, the option of adapting
rather formal - there are also safety!
Maria Spring , Armenian Instinct
adaptation options: «Warning, safety!»
Maria Volkova , Armenian Instinct
Adaptation options: «scary happened» In the first moments after the accident did not understand - all good or all bad, the car boiled or steam scratches in this world you are, or how. "Terrible happened", pulsating in the brain. And then come to life and you see that all the terrible with the prefix "no". Because it is a Volkswagen.
Jaroslav Orlov, RA Instinct
adaptation options: «Iron nervous system» Translate joke "close to the text," it is always difficult. Moreover, as seen above - our guys have successfully passed on the subject. I went from thinking "guaranteed confidence." This sketch, but the direction of "nerves of steel" hopefully, in my opinion.
In addition, remember that the "Instinct" made in due time for an insurance company commercials with the slogan "No matter what happens." I think this game is very close to what I wanted to say EF.
Ilya Mitroshin, creative director of design studio "Yellow Dog»
adaptation options: «Shockproof to the fate» Adaptation of the original intercept h uktsii that used sustainable transformed English-language phrase. As such, the phrase "de mo * happens" is not Russian, and therefore translation of "security / protection cases" also comes with the appropriate flavor. Well, the same can not be said: "The security plunge?" So the topic de * ekatsy had to leave.
So I set myself the task of finding himself in Russian analogue - a steady turnover of describing a nuisance and try to turn it into a positive value.
Hence, in fact, he was born "Shockproof to destiny." On the one hand, it uses "blows of fate" on the other - anti-shock system - this is the very bright USP advertised machines.
The remaining predlozhenieya though to a lesser extent are related to the original, but, in my opinion, organically continue the theme. Well, the same is not limited to one embodiment?
Here's a stream of consciousness on a given topic, 'controlled random "," The case of captivity, "" Accidents are not accepted "," Turn to the fate of his back "," On the Wheel of Fortune, "" Dobroklyuchenie ».
And of course, be on the job at least a week, not one night, I would be happy thought: and combed all the options. Pauline Maguire, Leo Burnett Russia
adaptation options "You deep in security».
Needless to say, cool video. Kopilayn - reworked idiom very lapidary and very upotrebimo. This is exactly the case when the adaptation - a thankless task. Therefore, I propose a compromise: In life anything can happen. Such as the security of the machine. In my opinion, this is a good interpretation of the meaning, which lacks the main thing - the original elegance. Generally, if it is to adapt the rollers (not just kopilayn), then ideally you need to figure out how to convey this transition, when the end of the video one of the passengers Jetta exclaims: & quot; Holy s * it !! & quot ;, and the last word we hardly hear and go to kopilayn. In short, relax - you are heavily in security.
via # image193055
In Russia, the use of the new ideas of the American colleagues are in no hurry. According to Tatyana Halyavskoy, Head of Marketing of Volkswagen in Russia, to use such forms of communication on the Russian market too early, they do not fit into the strategy to promote the brand.
Recall that the Original creative play on words based on the «Safe Happens» - «S * it happens» (stable expression).
Alexei Meshkov, RA Instinct
Adaptation options: «The danger does not even smell» In general, in my opinion, the most precise adaptation of sounds like processing all known since childhood phrases, namely: "Do not obosr ... Xia and live." But, according to ethical standards, it does not pass. It is also necessary, but softer. Objective: to transfer the game from the substitution of the words with the letter "G" on safety. From my version.
Daria Dereglazova , Armenian Instinct
Adaptation options: «Lucky security» In the original version of the main idea - the safety car - included in the popular expression. Analogues «s * it happens» in the Russian language, which can be used while maintaining awareness of the desired expression, I have not found. In the mind generally comes quite netsenzurschina. So I decided to reflect in the first place the very idea of security, and express it in a game of words that slogan will not dull.
Alexander Kopylov RA Instinct
Adaptation options: & quot; Easy! « .
It is believed that the slogan reticence - an advantage (although, in my personal opinion, the larger the word, the longer people will think about the brand, and the longer a person is thinking about the brand, the more he or she wants it, so for long slogans - the future ). But as of now is the moment, I propose to limit ourselves to a single word.
Max Bonyushkin, RA Instinct
adaptation options: «Security Happens!» For me, the slogan Safe happens semantic game is basically absent. There is only a formal, not thought-provoking. Therefore, the option of adapting
rather formal - there are also safety!
Maria Spring , Armenian Instinct
adaptation options: «Warning, safety!»
Maria Volkova , Armenian Instinct
Adaptation options: «scary happened» In the first moments after the accident did not understand - all good or all bad, the car boiled or steam scratches in this world you are, or how. "Terrible happened", pulsating in the brain. And then come to life and you see that all the terrible with the prefix "no". Because it is a Volkswagen.
Jaroslav Orlov, RA Instinct
adaptation options: «Iron nervous system» Translate joke "close to the text," it is always difficult. Moreover, as seen above - our guys have successfully passed on the subject. I went from thinking "guaranteed confidence." This sketch, but the direction of "nerves of steel" hopefully, in my opinion.
In addition, remember that the "Instinct" made in due time for an insurance company commercials with the slogan "No matter what happens." I think this game is very close to what I wanted to say EF.
Ilya Mitroshin, creative director of design studio "Yellow Dog»
adaptation options: «Shockproof to the fate» Adaptation of the original intercept h uktsii that used sustainable transformed English-language phrase. As such, the phrase "de mo * happens" is not Russian, and therefore translation of "security / protection cases" also comes with the appropriate flavor. Well, the same can not be said: "The security plunge?" So the topic de * ekatsy had to leave.
So I set myself the task of finding himself in Russian analogue - a steady turnover of describing a nuisance and try to turn it into a positive value.
Hence, in fact, he was born "Shockproof to destiny." On the one hand, it uses "blows of fate" on the other - anti-shock system - this is the very bright USP advertised machines.
The remaining predlozhenieya though to a lesser extent are related to the original, but, in my opinion, organically continue the theme. Well, the same is not limited to one embodiment?
Here's a stream of consciousness on a given topic, 'controlled random "," The case of captivity, "" Accidents are not accepted "," Turn to the fate of his back "," On the Wheel of Fortune, "" Dobroklyuchenie ».
And of course, be on the job at least a week, not one night, I would be happy thought: and combed all the options. Pauline Maguire, Leo Burnett Russia
adaptation options "You deep in security».
Needless to say, cool video. Kopilayn - reworked idiom very lapidary and very upotrebimo. This is exactly the case when the adaptation - a thankless task. Therefore, I propose a compromise: In life anything can happen. Such as the security of the machine. In my opinion, this is a good interpretation of the meaning, which lacks the main thing - the original elegance. Generally, if it is to adapt the rollers (not just kopilayn), then ideally you need to figure out how to convey this transition, when the end of the video one of the passengers Jetta exclaims: & quot; Holy s * it !! & quot ;, and the last word we hardly hear and go to kopilayn. In short, relax - you are heavily in security.
via # image193055
