# Transcreation Brief

Define the effect a local-language asset should create, the meaning and claims it must preserve, the expression it may adapt, and the review it must pass.

## Usage note

Use transcreation when a message needs locally meaningful creative expression, not as a label for unconstrained rewriting. Record what the source is trying to accomplish and which facts, offers, limitations, rights, and brand identifiers cannot change. Give qualified local creators room to propose alternatives inside those boundaries, then review the complete asset in context.

## How to use this template

1. Describe the target locale, audience moment, channel, creative context, intended effect, and suitable action.
2. Package the locked source, campaign reasoning, product evidence, visuals, audio, destinations, and known sensitivities.
3. Separate protected meaning from adaptable expression and define prohibited claims, omissions, or implications.
4. Request reasoned local options, then conduct linguistic, cultural, subject, visual, rights, and functional review.
5. Record the selected execution, approval, evidence, release version, performance questions, and change ownership.

## Blank template

### Project and intended effect

- **Project and asset:** [Campaign, line, script, page, or concept]
- **Source version and owner:** [Reference and accountable owner]
- **Target locale and language variety:** [Region, language, and script]
- **Audience situation:** [Context, knowledge, and need]
- **Placement and channel:** [Where the message appears]
- **Desired understanding:** [What should become clear]
- **Intended emotional register:** [For example: reassuring, energetic, or reflective]
- **Suitable action or non-action:** [What the audience may choose]
- **Why the source execution works:** [Creative function, not just wording]

### Protected meaning and assets

- **Verified claims:** [Claim, evidence, owner, and permitted wording]
- **Conditions and limitations:** [What must remain visible]
- **Offer mechanics:** [Price, dates, eligibility, stock, geography, or other]
- **Product and brand identifiers:** [Required handling]
- **Regulated or approved text:** [Owner and exact constraint]
- **Rights and attribution:** [Talent, quotation, image, music, or source]
- **Prohibited implications:** [Claims or associations the local version must avoid]
- **Required disclosure:** [Sponsor, partnership, promotion, or AI assistance]

### Creative adaptation space

- **Elements that may adapt:** [Wordplay, example, rhythm, metaphor, order, or CTA]
- **Local audience insight:** [Current evidence or qualified observation]
- **Cultural references to assess:** [Text, image, gesture, sound, or timing]
- **Voice and formality:** [Relationship, pronouns, register, and examples]
- **Layout and timing limits:** [Characters, duration, line count, or safe area]
- **Option A:** [Target copy, meaning note, rationale, and risk]
- **Option B:** [Target copy, meaning note, rationale, and risk]
- **Option C:** [Target copy, meaning note, rationale, and risk]
- **Recommended option:** [Choice and reason]

### Review and release

- [ ] A qualified reviewer confirms natural target-language expression.
- [ ] A subject owner confirms claims, conditions, and product behavior.
- [ ] Cultural concerns are recorded with context rather than stereotypes.
- [ ] Images, audio, captions, links, and disclosures support the selected copy.
- [ ] Rights and trademark treatment cover the target locale and placement.
- [ ] The rendered asset works at required dimensions and assistive settings.
- **Reviewer notes and dissent:** [Record]
- **Final approver:** [Name, version, and date]
- **Audience test or post-release question:** [Method and decision rule]
- **Source-change owner:** [Person or team]