BRIEFINGS + IDEAS = RESULTS MY PORTFOLIO FILIPE BETTENCOURT BERNARDO copywriter creative director
“True commitment to good ideasgoes a long way.” FILIPE PERSONAL BEST BETTENCOURT. inception of ideas, from concept tocompletion BERNARDO. think & write for advertising, webmarketing, guerrilla, experiences, events,film, brochures, direct mail and more EXPERIENCE. integrated strategic thinking . three years as Brand Experience & Events. strong cultural background on music, Creative at a vida é bela, Experiencemovies, pop culture, consumer culture, Marketing company distinguished has oneentertainment of the top 500 innovative companies worldwide.. good interpersonal & leadership skills,tested while leading creative teams of . two years as Web Marketing Developercopywriters and designers at a vida é bela. face to face with the client? No problem . since 2010 working has a Copywriter. low profile and high stakes and Creative Director at Euro M, a full- service advertising agency in Lisbon.
BOTAMINUTO“SHOES WITH STORIES”BRIEFING IDEA RESULTS• Create through the line • A campaign based on the STORIES • more 65% donations than in 2010communication for the social told by our shoes. People engaged with • 15.000 pairs of donated shoesresponsability campaign the campaign actively through sharing stories from the lives of the shoes they • 90% of them from women and children• Increase the number of donated would donate.shoes, mainly women’s andchildren’s. • 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 market leader on convenience services
“OFFERING KIDS’ SHOES.REASON: I’M BIG, NOW!If you have shoesyou don’t wear, offer them.”Print ad & Shop PosterThe main ad for the campaign wascentered in kids shoes.
OTHER ADS FROM THE CAMPAIGN1 | “Offering Black Suit Shoes. 2–| “Offering Black Leather Boots. 3–| “Offering Young Women’s Shoes.Reason: Shift on Professional Path Reason: New Musical Taste Reason: Teenage Crisis.
“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.”OFFICIAL WEBSITE Users shared stories through the campaign’s website and the brand’s facebook page.
GUIMARÃES 2012 | EUROPEAN CAPITAL OF CULTURE“IS WHERE EVERYTHING HAPPENS”BRIEFING IDEA RESULTS• Create the first advertising • Creative concept based on the claim • a global national awareness of the newcampaign for the European Capital “Is Where Everything Happens”. brand and projectof Culture - Guimarães • The campaign showed pictures of • a national public debate started due to the• Increase brand awareness empty public spaces in 2012 at typical campaign, with massive coverage on rush hours. They were empty because traditional media and the internet• “What”, “Where” and “When” were of the mass exodus of people tothe communication keyframes • Spontaneous media generated by the Guimarães in the year of the European public debate has brought the country’s Capital of Culture, as a representation attention to the project of the surreal and almost impossible background of a deserted country.
“EMPTY BEACH” | OUTDOORThe main ad showed an empty beach in Algarve at the peak ofSummer, in 2012. Algarve is the main tourist destination inPortugal. The ad was show widely on billboards, MUPI, print adsand web.
“EMPTY STADIUM” | MUPIEmpty stadium in the day of the PortugueseCup Final, one of the most important datesin the Football calendar.
OTHER ADS FROM THE CAMPAIGNEmpty subway stations and highways at rush hour,and an airport departure screen. Guimarães has noairport.
During the year between the previous campaign and the next oneI was the creative consultant for all of the European Capital ofCulture communication projects, working directly with theorganizers in:- ADVERTISING- CONCERT PROMOTION- WEB STRATEGY- BTL COMMUNICATION- EVENTS CONSULTING
GUIMARÃES 2012 | EUROPEAN CAPITAL OF CULTURE“WORDS”BRIEFING IDEA RESULTS• Create the second advertising • An alltype campaign centered on • increase in brand awarenesscampaign for the ECC, this time words that connect the project andanchored on the launch of the the local heritage of writers and • extensive media coverageCultural Programme intellectuals for the Cultural Programme• The main goal was to tease the • The words were brought from theaudiences and make the local texts inside the Cultural Programmeinhabitants proud of the project
“CREATION” | OUTDOORThe first ad was centered in the word CREATION, with the tagline“Change in Progress”. Art Direction from Atelier Nunes & Pã based incoloured 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 featuredthe word AGITATION, taken from a famous speechfrom the Guimarães intellectual Alberto Sampaio.
I.P.SANGUE“SPOT THEDIFFERENCE”Awareness Campaign for blooddonation in Portugal.“SPOT THE DIFFERENCEWith a blood donation you cansave three lives. In just a couple ofminutes you can make all thedifference. In your life and the lifeof others.”
MERCER“TOP TEN”BRIEFING IDEA RESULTS• Create an internal motivational • A creative concept based on music • Still ongoingcampaign for the Mercer team hits. Campaign name: “Top 5” • The client loved it and it became TOP 10,• Create 5 different messages based • Each poster should feature a song not just Top 5on Sales Best Practices 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
THREE EXAMPLES1 | Refresh your contact with a client 2–| Inform your network about 3–| Work Always as a teamThis message was ment to stimulate Health Care solutions This message was ment to stimulate teamcontact with old clients. This message was ment to stimulate work and cooperation. sales of Health-related services.
CAMPAIGN MASHUPThe campaign started with a teaser flyer, replicating a 7’’ vinyl record
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 | “Official Santa’s supplier” 2–| “Stretch the life on your shoes”Shop Poster for Christmas Shop Poster promoting a campaign on shoe stretchers
1 | “Happy soles last longer!” 2–| “Have you got yours?” 3–| “Give your shoes a break” OFFER (inside license plate)Shop Poster promoting a campaign Shop Poster promoting Summeron shoe soles discount Shop Poster promoting a campaign discounts on services on license plates
GUIMARÃES 2012 | EUROPEAN CAPITAL OF CULTURE“GUERRILLA DRESS-UP”BRIEFING IDEA RESULTS• Create the local presentation of the • Create a Guerrilla stunt, a large • A wide local media coverage, with fullnew brand of the ECC project with a scale surprise that creates a positive awareness of local inhabitants of the newstunt atmosphere about the project brand• Engage locals and make them feel • Dress up the urban landscape with • Full engagement and positive reactionspart of the project unexpected moments in three different steps
“WANT TO MEET ME ON THE 28TH?”Step 1 | Setting the DateOn the day before the brand presentation, 5.000 stickers were spread all around the city,with different romantic date invitations for the day.
Step 2 | The Big SurpriseOn the 28th, 10.000 recyclable balloons covered the main public spaces: gardens, squares, roundaboutsand the UNESCO historical downtown. The balloons had the teaser “LAUNCH OUR BRAND. MAKE THISBALLOON FLY.”
this is me!Step 3 | All Together NowWhen 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”.
MARKETEER | MARKETING MAGAZINE“MARKETEER EXPERIENCES”BRIEFING IDEA RESULTS• Create brand experiences for the • Out-of-the-box experiences designed • Marketeer led innovation in editorialtop marketing magazine in Portugal to provide interesting editorial content content: monthly experiences gave the magazine a new and original content that no• The experiences should be related • More than inviting the guests, other magazine in Portugal ever hadto marketing concepts to stimulate Marketeer magazine challenged themthe debate between the magazine’s to be part of something unexpected thatguests: leading CEO’s and should be the starting point of themarketeers from different market debatebranches
FOUR EXAMPLESI created a total of 14 experiences, during more than a year.
ELECTRONIC ARTS“EXPERIENCE NEED FOR SPEED”BRIEFING IDEA RESULTS• Launch the new game from the • A real life Need For Speed experience • A fun experience which provided the idealpopular game franchise Need For event with a PRM, a prototype racing car setting for the game launchSpeed in a private event for • Restyling of the PRM prototype to theexclusive guests new image of the game
SEVERAL CLIENTSINCENTIVE TRAVELDESCRIPTIONAs an incentive travel experience designer, I was responsible for:• Destination Selection• Creative Concept & Proposal• Pre-production• Programme designDESTINATIONS CLIENTS• New York • Vodafone• Budapest • Nokia• Malta • Banco BEST• Lapland • Renault• Berlin • tmn• Morocco • others
SONAE SIERRA“A SIERRA STORY”BRIEFING IDEA RESULTS• Celebrate the 20th anniversary of • Build the bridge between past and • An experience to remember for all guests,the top shopping center specialists future by bringing together musical where the crossing of artistic languagesin Portugal with an exclusive and tradition and contemporary dance created the institutional yet innovativeoriginal event setting • The event took place on Casa da• Create an event that can put the Música, Oporto’s top destination forspotlight on the innovation and arty music and concerts, with topprofile of the company portuguese Conductor as special guest
The most distinguished portuguese conductor - António Victorino de Almeida - was invited to conduct the Oporto MetropolitanOrchestra. While addressing over the momentums of the pieces played, he estabilished the parallels between an orchestra anda business company. Quorum Ballet danced along with the orchestra and also during the event, in unexpected locations insideCasa da Música.
HERTZ“HERTZ RACING ROYALE”BRIEFING IDEA RESULTS• Create a promotional website for • A new exclusive digital Racing Club • Ongoing (private)renting services for BMW models in that allows users to drive in different • The clients loved it and wants to spread theHertz racing tracks concept to other premium car brands rented• Should engage customers and • Simple, fun and engaging game by Hertzstimulate a viral effect interface that allows sharing through facebook
HERTZ RACING ROYALE | HOMEPAGEExclusive and fun mood. This is the doorway to the HERTZ MANSION.
HERTZ RACING ROYALE | MENUIn all menus of the website, the user is accompanied by a Mansion hostess.
HERTZ RACING ROYALE | HERTZ MANSION TRACKThe user shares best times on facebook and challenges friends. Many tracks were created with different scenarios.
SIEMENS“TRAINING DAY”BRIEFING IDEA RESULTS• Create the microsite and campaign • Students’ future is a game. • Great reaction and engagement withfor the annual recruitment event by Siemens invited students to play the studentsSiemens Portugal game and get good at it • “Sold out” recruitment event• Have a bold approach to target • Website based on a classic circusyoung university students show, the “human cannonball”
A VIDA É BELAWEB COPY & STRATEGYDESCRIPTION• Responsible for coordinatingand creating copy & contents for: • quarterly newsletters • homepage promotions • banners • seasonal promotions • brand parterships
SEVERAL CLIENTSWEB COPYDESCRIPTION• 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
SMAS OEIRAS E AMADORA“WATER IS LIFE”BRIEFING IDEA RESULTS• Create the 2011 daily notebook • A notebook based on storytelling • A global acceptance of the concept andfor the public institution for water creative execution • Fictional stories from fictionaladministration characters told readers about • The success of the notebook pushed the• On the International Year for the emotional moments lived in full client to produce a print ad with the sameForests, the work had to cross the engagement with nature, in forests concept, released in double-page format intwo worlds: forests and water saving and water scenarios the main local newspapers • Monthly tips teached about how to save water and forests
"In April, theres 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. Thats 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 Vicentes league... Rowing is just a soothing and relaxed way of getting somewhere. Just like Natures 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.MONTHLY STORY
EXPERIENCE GUIDES• During five years working for a vidaé bela I was responsible for the copyof several experience guides, suchas wine & dine, travels, extremeexperiences, Ferrari driving, spa &leisure, and others.• The copy is advertising-oriented,describing the experiences in acommercial and emotional way
AGENCY BRAND• I’ve done the restyling, copy andconcept of the my agency’spresentation• The new folder is a conceptualcreative object that revolvs aroundthe work created by Euro M View the presentation here www.euro-m.pt
SEVERAL CLIENTSBRAND MOVIES CLICK ON THE IMAGES TO WATCH ONLINE password: pandorabox
TWO BANDS / INDIE POP / ELECTRONIC / ROCK / DJ / GUITAR / KEYBOARDS / VOCALS MUSICIAN CLICK ON THE IMAGES TO FOLLOW LINKS MYSPACE <> MYSPACE> FACEBOOK FACEBOOK <
VODAFONEEUROPEANCAPITALOFCULTUREBANIFMERCERDELOITTECANONNOVARTISTMNMCKINSEY&COIKEASIEMENSKPMGMARKETEERBMSPTFANTAOPTIMUSCOFACEHAVASHERTZRENAULTNISSANSMASSONAESIERRATETRAPAKCARRISHITACHIELECTRONICARTSIMTTASTRAZENECAZONSIBSBOSTONCONSULTINGGROUPBOSCHBIALBOTAMINUTOACPF9CONSULTING “true commitment to good CLIENTS goes a long way”
FILIPEBETTENCOURTBERNARDO ABOUT MEBorn in 1980, in Lisbon, PortugalDegree in SociologyI.S.C.T.E., LisbonWriting for AdvertisingUniversidade Nova, Lisbon CONTACTSfilipebernardo@gmail.commobile + 351 91 955 62 79www.facebook.com/filipebbernardohttp://www.linkedin.com/in/filipebbernardoThank you.