Case Study: Creative Translations for a Global Credit Card Company
A Nation Where English is Both Necessary and Unattainable
In Brazil, only 5% of the population speaks some degree of English, with just 1% achieving fluency, according to a 2022 British Council survey. Despite the global dominance of English as the language of international relations, commerce, and science, systemic educational barriers have made it largely inaccessible for most Brazilians.
At Peel The Pineapple, we understand this paradox deeply. A few years ago, we explored this topic in a Brazilian scientific journal article, “English Language in Brazil as the Market Wants It: Necessary, but Unattainable.” The article highlighted how educational disparities and market-driven barriers perpetuate the idea that English is essential yet out of reach.
But here’s the truth we live by: While English proficiency is undeniably advantageous, Brazilians connect most profoundly with communication in their mother tongue.
The Challenge: Connecting a Global Brand with the Brazilian Audience
An international credit card company approached us with a unique project—crafting creative translations to promote exclusive travel experiences for their Brazilian customers. In the age of AI-driven machine translation, they wondered: Why are human translators still necessary?
The answer is simple: While AI can handle straightforward text and practical needs, it cannot replicate the soul of a message. To truly resonate with an audience, you need more than just words; you need cultural insight, emotional nuance, and a tone that speaks directly to their hearts.
Our task was clear: adapt their content into Brazilian Portuguese in a way that captured not just the meaning but the emotion, vibrancy, and cultural relevance of the original message.
“In Brazil, a website, app, or brochure will resonate much better with the audience in their mother tongue—have no doubts about it.”
Our Approach: Speaking the Soul of a Language
At Peel The Pineapple, we don’t just translate; we transcreate. For this project, we delved deep into the cultural and linguistic nuances that make Brazilian Portuguese unique:
Cultural Adaptation:
We reshaped travel descriptions to reflect the aspirations and sensibilities of Brazilian travelers, ensuring they felt personally addressed and understood.Tone Refinement:
We avoided sounding pedantic or overly formal, aligning the language with the friendly and approachable tone Brazilians appreciate.Linguistic Sensitivity:
While English expressions are common in Brazil, we integrated them sparingly and naturally, ensuring they complemented rather than alienated.Empathy in Communication:
Understanding that most Brazilians would find English-exclusive content inaccessible, we made every word feel inclusive, welcoming, and designed for them.
The Result: Building a Bridge, Not a Barrier
Through our creative translation, the credit card company was able to present exclusive travel opportunities in a way that truly resonated with their Brazilian audience. Their customers didn’t just read about the experiences—they felt them.
While machine translation might have offered efficiency, it would never have captured the emotional depth or cultural insight required to engage this market. By speaking to the heart of the audience, we helped our client build not just a campaign but a connection.
“By speaking to the heart of the audience, we helped our client build not just a campaign but a connection.”
Key Takeaways: Why Language Matters
Empathy Wins: Communication is most effective when it reflects the cultural and emotional realities of the audience.
AI Has Limits: Machine translation is a valuable tool, but it cannot replicate the human touch needed for emotionally resonant content.
Mother Tongue Matters: In a market like Brazil, where English proficiency is limited, content in the local language is not just preferred—it’s essential.
At Peel The Pineapple, we don’t just translate words. We translate experiences, emotions, and ideas, ensuring our clients’ messages transcend language barriers to connect meaningfully with their audience.
Let us help you speak the language of your customers—with soul.
🍍 Peel The Pineapple: Creative Translations for Meaningful Connections.
