It’s starting to get warm here in the UK, and we’re in the mood for strawberries and Pimm’s. For those unfamiliar with the fruity, gin-based cocktail, it’s very popular in Britain in the summer months – particularly so at Wimbledon.

The prestigious tennis tournament has a special place in our hearts here at Living Word, not only because of its exciting summer atmosphere, but also because we had the honour of transcreating a couple of creative campaign lines for it last year.

It was in February of 2023 that we heard from the creative lead at the All England Lawn Tennis & Croquet Club (AELTC). They needed help with the transcreation of the 2023 campaign line (‘always like never before’) as well as the brand essence line (‘in pursuit of greatness’). The job was confirmed mid-March and it was agreed that Living Word would adapt the campaign line into Spanish, Portuguese, French, Arabic, Japanese, German, Italian and Mandarin, while the essence line only needed adaptation into German, Portuguese and Arabic.

The campaign line itself is a case in point to show just how prestigious the tournament really is, ground-breaking and truly world-class in approach and delivery, yet firmly rooted in a long tradition of excellence and respect for the heritage of the sport. And boy, did we have fun with it! Among the back translations were adaptations such as ‘Since always. Like never’ from the Spanish ‘Desde siempre. Como nunca’ and ‘Always new again’ from the German ‘Immer wieder neu’.

Living Word delivered in a timely fashion with a range of both straight-forward and highly creative options for AELTC to choose from. Come June, we were asked to adapt another four lines into Latin American Spanish and Brazilian Portuguese. And shortly after that? You guessed it: we were in front of our TV screens, enjoying the magic of the world’s oldest tennis tournament!

It’s almost time to tune in again. Will you be watching?