Etymax at the Cannes Lions International Advertising Festival

June 2010

Kiss and Fly!

This year Etymax was in Cannes for the International Advertising Festival (20-26 June 2010)

It was a vibrant turnout, and the best of the best in the Advertising industry were awarded for their magnificent global campaigns. Captains of industry and newcomers alike. World class advertising.

Being “globalist” by nature, we always take note of how successfully ad copy works, not just on a linguistic level, but on a local and cultural level in each target market. Brand perception relies heavily on appropriate adaptation of global copy, tailored to each market.

And just to prove that some things really improve with translation. At Nice Airport, the French “Quick drop-off” sign has been beautifully adapted for romantic English ears. “Kiss and fly.” Ah, the wonders of translation!