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I'm a Copywriter and Creative Director. Seven years experience in Marketing, Advertising and Events. >> [email protected]
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BRIEFINGS + IDEAS = RESULTS
MY PORTFOLIO FILIPE BETTENCOURT BERNARDO
copywriter
creative
director
FILIPE BETTENCOURT BERNARDO
\\\
EXPERIENCE . three
years
as Brand
Experience
& Events
Creative
at
a vida é
bela, Experience
Marketing company
distinguished
has
one
of
the
top 500 innovative
companies
worldwide.
. two
years
as Web
Marketing Developer
at
a vida é
bela
. since
2010 working
has
a Copywriter
and
Creative
Director at
Euro M, a full-
service
advertising
agency
in
Lisbon.
\\\
PERSONAL BEST.
inception
of
ideas, from
concept
to completion
.
think
& write
for advertising, web
marketing, guerrilla, experiences, events, film, brochures, direct
and
more
.
integrated
strategic
thinking
.
strong
cultural background on
music, movies, pop
culture, consumer
culture, entertainment
.
good
interpersonal
& leadership
skills, tested
while
leading
creative
teams
of
copywriters
and
designers
.
face to face with
the
client? No problem
. low
profile
and
high
stakes
“True
commitment
to good
ideas goes
a long
way.”
BRIEFINGS
+ IDEAS
= RESULTS
1| ADVERTISING
BRIEFING• Create through the line
communication
for the
social responsability
campaign
•
Increase
the
number
of
donated
shoes, mainly
women’s and
children’s.
IDEA• A campaign
based
on
the
STORIES told
by
our
shoes. People
engaged
with
the
campaign
actively
through
sharing stories
from
the
lives
of
the
shoes
they
would
donate.
•
The creative strategy increased the
emotional
side
of
donating
by
stating
that
“all
shoes
deserve
a second
chance”
and
that
the
stories
they
tell
should
not
be
forgotten.
•
Web, print, radio, shop
posters
and
guerrilla
RESULTS• more 65% donations
than
in
2010
• 15.000 pairs
of
donated
shoes
• 90% of
them
from
women
and
children
market
leader
on
convenience
services
BOTAMINUTO
“SHOES WITH STORIES”
ad & Shop Poster
The
main
ad
for the
campaign
was
centered
in
kids
shoes.
“OFFERING KIDS’
SHOES.
REASON: I’M BIG, NOW!If
you
have
shoes
you
don’t wear, offer
them.”
1 | “Offering Black Suit Shoes.
Reason: Shift on Professional Path
2–| “Offering
Black
Leather
Boots. Reason: New
Musical Taste3–| “Offering
Young
Women’s Shoes.
Reason: Teenage
Crisis.
OTHER ADS FROM THE CAMPAIGN
OFFICIAL WEBSITE Users
shared
stories
through
the
campaign’s website
and
the
brand’s facebook
page.
“YOUR SHOE SOLES HAVE A LOT TO TELL!Shoes, boots, slippers, sandals…
All
of
them
were
part
of
your
life
at
a given
moment. Watch
the
stories
from
other
shoes
and
inspire yourself
to write
your
shoes’
story.”
BRIEFING• Create
the
first
advertising
campaign
for the
European
Capital of
Culture
-
Guimarães
• Increase
brand
awareness
•
“What”, “Where”
and
“When”
were
the
communication
keyframes
IDEA• Creative
concept
based
on
the
claim
“Is
Where
Everything
Happens”.
•
The
campaign
showed
pictures
of
empty
public
spaces
in
2012 at
typical
rush
hours. They
were
empty
because
of the mass exodus of people to Guimarães in
the
year
of
the
European
Capital of
Culture, as a representation
of
the
surreal
and
almost
impossible
background of
a deserted
country.
RESULTS•
a global national
awareness
of
the
new
brand
and
project
•
a national
public
debate started
due
to the
campaign, with
massive
coverage
on
traditional
media and
the
internet
•
Spontaneous
media generated
by
the
public
debate has
brought
the
country’s attention
to the
project
GUIMARÃES 2012 | EUROPEAN CAPITAL OF CULTURE
“IS WHERE EVERYTHING HAPPENS”
“EMPTY BEACH”
| OUTDOORThe main ad showed an empty beach in Algarve at the peak of
Summer, in
2012. Algarve is
the
main
tourist
destination
in
Portugal. The
ad
was
show widely
on
billboards, MUPI, print
ads
and
web.
“EMPTY STADIUM”
| MUPIEmpty stadium in the day of the Portuguese
Cup
Final, one
of
the
most
important
dates in
the
Football
calendar.
OTHER ADS FROM THE CAMPAIGNEmpty
subway
stations
and
highways
at
rush
hour, and
an
airport
departure
screen. Guimarães has
no airport.
During the year between the previous campaign and the next one
I was
the
creative
consultant
for all
of
the
European
Capital of
Culture
communication
projects, working
directly
with
the
organizers
in:
- ADVERTISING-
CONCERT PROMOTION- WEB STRATEGY - BTL COMMUNICATION- EVENTS CONSULTING
BRIEFING•
Create
the
second
advertising
campaign
for the
ECC, this
time
anchored
on
the
launch
of
the
Cultural Programme
•
The main goal was to tease the
audiences and make the local inhabitants
proud
of
the
project
IDEA• An
alltype
campaign
centered
on
words that connect the project and
the
local heritage
of
writers
and
intellectuals
•
The
words
were
brought
from
the
texts
inside
the
Cultural Programme
RESULTS• increase
in
brand
awareness
•
extensive
media coverage
for the
Cultural Programme
GUIMARÃES 2012 | EUROPEAN CAPITAL OF CULTURE “WORDS”
“CREATION”
| OUTDOORThe first ad was centered in the word CREATION, with the tagline
“Change
in
Progress”. Art
Direction
from
Atelier Nunes & Pã
based
in
coloured
textures
taken
from
the
brand
identity.
“EMOTION”
| MUPIThe
second
ad, based
on
the
word
EMOTION.
COMPLETE CAMPAIGNAll
three
ads
of
the
campaign. The
last
one
featured
the
word
AGITATION, taken
from
a famous
speech
from
the
Guimarães intellectual
Alberto Sampaio.
I.P.SANGUE “SPOT THE
DIFFERENCE”Awareness
Campaign
for blood
donation
in
Portugal.
“SPOT THE DIFFERENCE
With
a blood
donation
you
can
save
three
lives. In
just
a couple
of
minutes you
can
make
all
the
difference. In
your
life
and
the
life
of
others.”
BRIEFINGS
+ IDEAS
= RESULTS
2| BELOWTHELINE
BRIEFING• Create
an
internal
motivational
campaign
for the
Mercer
team
•
Create
5 different
messages
based
on
Sales Best
Practices
IDEA• A creative
concept
based
on
music
hits. Campaign
name: “Top 5”
•
Each
poster should
feature
a song
related
with
the
Best
Practice
communicated
•
Sometimes
the
lyrics
were
modified
in
a fun
way
•
Each
week
a new
song
from
the
Top 5 should
be
released
RESULTS• Still
ongoing
•
The
client
loved
it
and
it
became
TOP 10, not
just
Top 5
MERCER “TOP TEN”
1 | Refresh
your
contact
with a client
This
message
was
ment
to stimulate
contact
with
old
clients.
2–| Inform
your
network
about
Health
Care
solutions
This
message
was
ment
to stimulate
sales
of
Health-related
services.
3–| Work
Always as a team
This
message
was
ment
to stimulate
team
work
and
cooperation.
THREE EXAMPLES
The
campaign
started
with
a teaser
flyer, replicating
a 7’’
vinyl
record
CAMPAIGN MASHUP
1 | “Official
Santa’s supplier”
Shop
Poster for Christmas
2–| “Stretch
the
life
on your
shoes”
Shop
Poster promoting
a campaign
on
shoe
stretchers
BOTAMINUTO SHOP POSTERS
Several
Shop
Posters
created
for promoting
discounts
and
campaigns.
I was
responsible
for the
restyling
on
the
brand’s visual and
copy
concepts.
It
is
now
lighter, funnier
and
more advertising-oriented.
1 | “Happy
soles last
longer!”
Shop
Poster promoting
a campaign
on
shoe
soles discount
2–| “Have
you got
yours?”
OFFER (inside
license
plate)
Shop
Poster promoting
a campaign
on
license
plates
3–| “Give
your
shoes
a break”
Shop
Poster promoting
Summer
discounts
on
services
BRIEFINGS
+ IDEAS
= RESULTS
3| BRAND EXPERIECES
BRIEFING• Create
the
local presentation
of
the
new
brand
of
the
ECC project
with
a stunt
•
Engage
locals
and
make
them
feel
part
of
the
project
IDEA• Create
a Guerrilla
stunt, a large
scale
surprise
that
creates
a positive atmosphere
about
the
project
•
Dress
up
the
urban
landscape
with
unexpected
moments
in
three
different
steps
RESULTS•
A wide
local media coverage, with
full
awareness
of
local inhabitants
of
the
new
brand
• Full
engagement
and
positive reactions
GUIMARÃES 2012 | EUROPEAN CAPITAL OF CULTURE
“GUERRILLA DRESS-UP”
Step
1 | Setting the
Date
On
the
day
before
the
brand
presentation, 5.000 stickers
were
spread
all
around
the
city, with
different
romantic
date invitations
for the
day.
“WANT TO MEET ME ON THE 28TH?”
Step
2 | The
Big
Surprise
On
the
28th, 10.000 recyclable
balloons
covered
the
main
public
spaces: gardens, squares, roundabouts
and
the
UNESCO historical
downtown. The
balloons
had
the
teaser
“LAUNCH OUR BRAND. MAKE THIS BALLOON FLY.”
Step
3 | All
Together
Now
When
the
church
bell
rang, all
balloons
were
released. Balloons
emerged
from
all
over
the
city, in
different
locations
on
downtown
Guimarães and
surroundings.
The
skies
covered
with
coloured
balloons. The
brand
was
“launched”.
this
is
me!
BRIEFING• Create
brand
experiences
for the
top marketing magazine in
Portugal
•
The
experiences
should
be
related
to marketing concepts
to stimulate
the
debate between
the
magazine’s guests: leading
CEO’s and
marketeers
from
different
market
branches
IDEA• Out-of-the-box
experiences
designed
to provide
interesting
editorial content
•
More than
inviting
the
guests, Marketeer
magazine challenged
them
to be
part
of
something
unexpected
that
should
be
the
starting
point
of
the
debate
RESULTS•
Marketeer
led
innovation
in
editorial content: monthly
experiences
gave
the
magazine a new
and
original content
that
no other
magazine in
Portugal ever
had
MARKETEER | MARKETING MAGAZINE “MARKETEER EXPERIENCES”
FOUR EXAMPLESI created
a total of
14 experiences, during
more than
a year.
BRIEFING• Launch
the
new
game from the
popular game franchise
Need
For Speed
in
a private
event
for exclusive guests
IDEA• A real life
Need
For Speed
experience
event
with
a PRM, a prototype
racing
car
•
Restyling
of
the
PRM prototype
to the
new
image
of
the
game
RESULTS•
A fun
experience
which
provided
the
ideal setting
for the
game launch
ELECTRONIC ARTS “EXPERIENCE NEED FOR SPEED”
DESCRIPTIONAs an
incentive travel
experience
designer, I was
responsible
for:
• Destination
Selection
• Creative
Concept
& Proposal
• Pre-production
• Programme
design
CLIENTS• Vodafone
• Nokia
• Banco BEST
• Renault
• tmn
• others
DESTINATIONS• New
York
• Budapest
• Malta
• Lapland
• Berlin
• Morocco
SEVERAL CLIENTS INCENTIVE TRAVEL
BRIEFING• Celebrate
the
20th anniversary
of
the
top shopping
center
specialists
in
Portugal with
an
exclusive and
original event
•
Create an event that can put the
spotlight
on
the
innovation
and
arty
profile
of
the
company
IDEA• Build
the
bridge
between
past
and
future
by
bringing
together
musical tradition
and
contemporary
dance
•
The
event
took
place
on
Casa da Música, Oporto’s top destination
for music
and
concerts, with
top portuguese
Conductor
as special
guest
RESULTS•
An
experience
to remember
for all
guests, where
the
crossing
of
artistic
languages
created
the
institutional
yet
innovative
setting
SONAE SIERRA “A SIERRA STORY”
The
most
distinguished
portuguese
conductor
-
António Victorino
de Almeida -
was
invited
to conduct
the
Oporto
Metropolitan
Orchestra. While
addressing
over
the
momentums
of
the
pieces
played, he
estabilished
the
parallels
between
an
orchestra
and
a business
company. Quorum
Ballet danced
along
with
the
orchestra
and
also
during
the
event, in
unexpected
locations
inside
Casa da Música.
BRIEFINGS
+ IDEAS
= RESULTS
4| WEBMARKETING
BRIEFING• Create
a promotional
website
for renting
services
for BMW models
in
Hertz
•
Should
engage
customers
and
stimulate
a viral
effect
IDEA• A new
exclusive digital Racing
Club
that allows users to drive in different
racing
tracks
•
Simple, fun
and
engaging
game interface that
allows
sharing through
RESULTS• Ongoing
(private)
•
The
clients
loved
it
and
wants
to spread
the
concept
to other
premium
car
brands
rented
by
Hertz
HERTZ “HERTZ RACING ROYALE”
HERTZ RACING ROYALE | HOMEPAGEExclusive and
fun
mood. This
is
the
doorway
to the
HERTZ MANSION.
In
all
menus of
the
website, the
user
is
accompanied
by
a Mansion
hostess.HERTZ RACING ROYALE | MENU
The
user
shares
best
times
on
and
challenges
friends. Many
tracks
were
created
with
different
scenarios.
HERTZ RACING ROYALE | HERTZ MANSION TRACK
BRIEFING• Create
the
microsite
and
campaign
for the
annual
recruitment
event
by
Siemens
Portugal
•
Have
a bold
approach
to target
young
university
students
IDEA• Students’
future
is
a game. Siemens
invited
students
to play
the
game and
get
good
at
it
•
Website
based
on
a classic
circus
show, the
“human
cannonball”
RESULTS•
Great
reaction
and
engagement
with
students
• “Sold
out”
recruitment
event
SIEMENS “TRAINING DAY”
INTRO
HOMEPAGE –Menus activate
when
shooting
the
human
cannonball
ONLINE SUBSCRIPTION FORM
DESCRIPTION• Responsible
for coordinating
and
creating
copy
& contents
for:
• quarterly
newsletters• homepage
promotions• banners• seasonal
promotions• brand
parterships
A VIDA É
BELA
WEB COPY & STRATEGY
DESCRIPTION• Responsible
for creating
and
planning
websites:
• a vida é
bela –
www.avidaebela.com• weekbreak
–
www.myweekbreak.com• enjoy
www.enjoyboxes.com
•
vodafone
–
several
incentive travel
internal
sites, with
touristic
information
and
concept
copy
• free
pass
www.freepassboxes.com• euro m
www.euro-m.pt/index1.php
SEVERAL CLIENTS
WEB COPY
BRIEFINGS
+ IDEAS
= RESULTS
5| BRANDING
Branding
for taylor-made
sofa
company.
I was
responsible
for the
naming
and
creative
concept.SOFABULOUS
Branding
for textile
and
gifting
company, including
sub-brands. I was
responsible
for the
naming
and
creative
concept
of
the
brand
and
sub-brands.STORE®
BRIEFINGS
+ IDEAS
= RESULTS
6| EDITORIAL
BRIEFING• Create
the
2011 daily
notebook
for the
public
institution
for water
administration
•
On
the
International
Year
for the
Forests, the
work
had
to cross
the
two
worlds: forests
and
water
saving
IDEA• A notebook
based
on
storytelling
•
Fictional
stories
from
fictional
characters
told
readers
about
emotional
moments
lived
in
full
engagement
with
nature, in
forests
and
water
scenarios
•
Monthly
tips
teached
about
how
to save
water
and
forests
RESULTS•
A global acceptance
of
the
concept
and
creative
execution
•
The
success
of
the
notebook
pushed
the
client
to produce
a print
ad
with
the
same
concept, released
in
double-page
format
in
the
main
local newspapers
SMAS OEIRAS E AMADORA “WATER IS LIFE”
COVER
MONTHLY STORY
MONTHLY STORY
"In April, there's a thousand rains”
(portuguese
popular saying). But for Joana the days are
painted with bright colours
even on rainy days. "Enough of grey!" she said. That's why she
bought her favourite
umbrella, covered in lively colours. Underneath, the days are happier. In a blink, she plays a hunting game with the water
falling from the sky. But under her umbrella, no water drop can hunt her! And this is why it is so
important to have a coloured
umbrella.
Every year there are tons of rowing competitions worldwide. A real olympic
quest fought at an haluccinating
pace where adrenaline is always the big winner. But this is not Vicente's league...
Rowing is just a soothing and relaxed way of getting somewhere. Just like Nature's flow, for
him things run slowly so we can have time to admire them. And if we do it boarding a canoe, even better! This is the best medal anyone can
award him.
PRINT AD (based
on
same
concept)
EXPERIENCE GUIDES•
During five years working for a vida
é
bela
I was responsible for the copy of several experience guides, such as wine & dine, travels, extreme experiences, Ferrari driving, spa & leisure, and others.
•
The copy is advertising-oriented,
describing
the
experiences
in
a commercial
and
emotional
way
AGENCY BRAND•
I’ve done the restyling, copy and concept of the my agency’s presentation
•
The
new
folder
is
a conceptual creative
object
that
revolvs
around
the
work
created
by
Euro M
View the presentation here
www.euro-m.pt
BRIEFINGS
+ IDEAS
= RESULTS
7| MUSIC&
VIDEO
SEVERAL CLIENTS BRAND MOVIES CLICK ON THE IMAGES TO WATCH ONLINE
password: pandorabox
TWO BANDS / INDIE POP / ELECTRONIC / ROCK / DJ / GUITAR / KEYBOARDS / VOCALS MUSICIAN
> MYSPACE
MYSPACE <
FACEBOOK <
CLICK ON THE IMAGES TO FOLLOW LINKS
V O D A F O N E E U R O P E A N C A P I T A L O F C U L T U R EB A N I F M E R C E R D E L O I T T E C A N O N N O V A R T I ST M N M C K I N S E Y & C O I K E A S I E M E N S K P M GM A R K E T E E R B M S P T F A N T A O P T I M U S
C O F A C E H A V A S H E R T Z R E N A U L T N I S S A N S M A SS O N A E S I E R R A T E T R A P A K C A R R I S H I T A C H IE L E C T R O N I C A R T S I M T T A S T R A Z E N E C AZ O N S I B S B O S T O N C O N S U L T I N G G R O U PB O S C H B I A L B O T A M I N U T O A C P F 9 C O N S U L T I N G
“true
commitment
to good
CLIENTS goes
a long
way”
FILIPE BETTENCOURT BERNARDO
\\\
CONTACTS [email protected]
mobile + 351 91 955 62 79
www.facebook.com/filipebbernardo
http://www.linkedin.com/in/filipebbernardo
\\\
ABOUT MEBorn
in
1980, in
Lisbon, Portugal
Degree
in
Sociology
I.S.C.T.E., Lisbon
Writing
for Advertising
Universidade Nova, Lisbon
Thank
you.