“Transcreation” is a big word, that’s true. But we’re not the ones who invented it!
Normally applied to advertising and marketing texts and messages, transcreation is a process that deals with a message and precise cultural context in a way that transmits a particular concept and emotional impact to a different cultural context.
Transcreation demands creativity, a deep knowledge of the target culture, and – ça va sans dire – absolute mastery of the destination language.
It becomes vitally important in the translation of slogans or product names, often based on metaphor or word play, whose meaning would be lost if translated literally.