When Coca-Cola Enterprises came up with a recruitment slogan, ‘a thirst for success’, they asked us to make it work in a range of Scandinavian and other European languages. It was a challenge we jumped at.

The thing is, a metaphor like ‘a thirst for success’ can easily get misconstrued in translation. (‘What… I have to drink this to be successful?’) But we ran workshops across Europe to make sure the phrase ‘travelled’.

It was the message, not the words that had to resonate. And we got that just right, creating recruitment ads, posters, candidate packs banners, calling cards and flyers that got a sparkling reception. And we’ll drink to that.