A print campaign for Dutch bicycle brand Lekker has translated all its copy from English to Dutch and back to English to give the ads a “English as a second language feeling”.
The result is this: “Yes, this Lekker Jordann model I am not aware of. With tasty new colours form our palette of love. Now we are having the traditional Dutch bicycle with licorice [sic], mint and blue heaven.”
The brand name ‘Lekker’ translates into tasty, explaining the vintage bike brands new food-focused colours.
Melbourne creative agency The Reactor is behind the work with the press release also employing the translated copy tactic.
Reactor creative director, Nick Brown, said: “Lekker is Dutch for tasty and the nature of the Vintage bicycles to send helped to thinking on the overall look and feel.”
“Tintin Hedberg CI Melbourne is the essence of what we were after beautifully captured.”
Credits: client Lekker Bicycles, agency The Reactor, creative and art director Nick Brown, copywriter Chris Taylor and Angus Smallwood, production Ci Studios, photographer TinTin Hedberg, producer Monica Clapcott, editor Jasmin Gross.