#morethantranslation strikes again, this time with the Haribo slogan. Lo and behold, it wasn't translated literally but transcreated.

#Subtitling professionals encounter this type of challenge in every piece of entertainment content, and surely many other colleagues do too.

This begs the question: Since almost nobody does 'just translation,' do we need to rename our associations and institutes accordingly? Or should we focus on clarifying the true nature of translation – that it's far more than #literaltranslation?"

PS1: in Greek it was translated as "Haribo δίνει χαρά σε μεγάλους και παιδιά" [Haribo gives joy to grown-ups and children]. As in the other languages, it includes the main concepts (joy, grown-ups, children), and it's singable.

PS2: In subtitling we do all this work... for a fleeting second. I wish it was more acknowledged.