Inspiring Adventurers with Localisation for Gore-Tex

Gore-Tex was looking to achieve an uplift in brand perception, to rise from being seen as an unsung component in other brands’ products to taking centre stage and becoming front of mind for consumers. They needed an international brand campaign that would highlight the resilience of their materials and impress the next generation of adventurers and other potential consumers. Their creative agency AKQA Berlin conceived the ‘Tested for Life’ tryouts campaign, harnessing the power of influencers – pro-athletes, award-winning musicians, photographers and others – to push Gore-Tex products to their limits and inspire through their experiences. AKQA Berlin partnered with LEAP for our language and culture expertise.

We transcreated a series of influencer profiles – their bios, descriptions of tested products, short videos and an inspirational quote – for the redesigned Gore-Tex global online platform as well as for social posts and print ads used in multiple international sales territories. Our transcreation account team’s management provided a seamless workflow from transcreation to production, ensuring all localised copy was linguistically QC’d at the reversioning phase. This streamlined delivery and maximised cost-effectiveness.

The success of the transcreation partnership led the AKQA Berlin team to recommend LEAP to their Amsterdam colleagues. This developed into collaborations on projects ranging from language support for focus group research to fully integrated advertising production on TikTok’s global digital and social campaigns for International Women’s Day.