My graduate portfolio showcasing my skills as an aspiring copywriter.

1. mob: (+852) 6779 6891
email: alexdemello89@gmail.com
web: behance.net/AlexDeMello
ASPIRING COPYWRITER
ALEX DEMELLO
PORTFOLIO

2. PROPOSITION
Every Book Begins With Page One
TARGET AUDIENCE
Gen Y, Male & Female
Read Books Fairly Regularly
TONE OF VOICE
Intelligent, Passionate, Inspiring
OBJECTIVE
Advertise Page One Bookstores
Specifically The Newly Renovated Harbour City Branch

3. PRINT 1
COPY
This Time Machine Smells Of Rich Mahogany
Step right into the future. Or depending where you’re stood;
step left into the past. Our bookstores defy the impossible. Here
you can communicate with the dead. To learn the lessons of
those who are no longer of this world. And if this world starts
to bore you, you can leave it for another. Here you can walk
in someone else’s shoes. To feel a closeness to someone you
haven’t yet met. While differences can be plain to see, empathy
reminds us of our similarities. At Page One we strongly believe
in the transformative power of books. We recently renovated
our Harbour City store to better house the products we so
admire. Our books now sit upon mahogany thrones while our
cafe serves tasty snacks to time travelers. We invite you to
begin your journey in our wooden Tardis.

4. PRINT 2
COPY
Using Big Words Doesn’t Make You Perspicacious
But reading them certainly does. Our bookstores are the
keepers of secrets. Here you can learn about samurai in ancient
Japan or uncover the mysteries of the Mayans. Jump into
black holes and dive into the deepest oceans. Fill your brain
and gain infinitely better after dinner conversations. Here you
can improve your vocabulary, in a language already familiar,
or one you wish to someday speak. Sbloccare nuovi amici hai
ancora incontrare. (Unlocking new friends you’ve yet to meet.)
While ignorance is easy to come by, the pursuit of knowledge
is a task worth taking. At Page One we strongly believe in the
transformative power of books. When our Harbour City store
was in need of renovation we simply took a page from one of
our own. We invite you to do the same and get a little smarter
with us.

5. PRINT 3
COPY
Lost In Her Own World Today,
Founding The Future Of Ours Tomorrow
We celebrate dreamers. Our bookstores are home to many.
Here you can close your eyes and see clearer than ever. See a
different way of doing things and the path to get there. One
which may lead to an innovation that changes the world. Here
you can abandon the present for a different reality. One that
ignites a passion you never knew you had. While reality keeps
us grounded, imagination liberates us. At Page One we strongly
believe in the transformative power of books. Our newly
renovated Harbour City store houses the largest collection
of Art & Design books in Hong Kong. Thousands of pages
eagerly wait to inspire the next generation of entrepreneurs
and influencers. We invite you to lose yourself in our world, one
dreamy afternoon.

6. OUTDOOR (MTR)

7. Nobody likes to be interrup-
ted while browsing.
Much less by companies trying to flog their whats-
its, hoo-has or bits-n-bobs.
At Page One the only pop-ups you’ll encounter are
in the children’s section.
Pop-down to one of our stores at your convenience
to enjoy an uninterrupted drink on the house.
DIRECT MAIL
COPY
(Insert)
Free drink with every purchase coupon
Page One Café

8. AMBIENT (IN STORE)
COASTER & BOOKMARK

9. DIGITAL
TWITTER
Daily Competition
1. Tweet the first 140 characters of a random book’s
first page
In this case ‘Hey Whipple Squeeze This!’ By Luke
Sullivan
2. Invite followers to finish the sentence
The reply with the most favorites wins
Prizes could include: money off a purchase,
free drink at café, etc.

10. PROPOSITION
Get To A Healthier Place
TARGET AUDIENCE
Male & Female, Ages 28-40
Work Long Hours, Don’t Gym
TONE OF VOICE
Inspiring, Personable, Understanding
OBJECTIVE
Advertise Anytime Fitness Hong Kong
Kowloon Branch

11. PRINT

12. OUTDOOR
DIGITAL AD SCREENS
The images would cycle continuously like a GIF
Perpetual skip rope - squats - push ups

13. OUTDOOR
MTR/BILLBOARD

14. AMBIENT (SHOPPING MALLS/OFFICES)
REVOLVING DOORS
1 & 3
Join A Gym Whose World
Revolves Around Yours
2 & 4
1st Floor, The Avery
16 Hau Wong Road,
Kowloon City
(5112 6903)
Get To A Healthier Place
1
23
4

15. DIGITAL
MOBILE GAMES
BUSINESS IDEA
VIRTUAL REALITY RUNS
What would it be like to wear an Oculus Rift while exercising on a treadmill/elliptical/bike?
The user could really ‘Get To A Healthier Place’ - whether it be running across an idyllic mountain
range or cycling along the streets of a foreign country.
Gamification could turn exercise into a competition - racing against CPU’s could increase the
wearer’s desire to run harder/faster.
Tetris (pictured)
No matter what shape you’re in
We’ll get you to a healthier place
Candy Crush
Why stop at crushing candies
When you can crush calories

16. PROPOSITION
Get Barefoot Wine & Have A Great Time
TARGET AUDIENCE
Gen Y (18+), Women
Drink Wine Occasionally With Friends
TONE OF VOICE
Fun, Friendly, Hip
OBJECTIVE
Advertise Barfeoot Wines
Introduce The Californian Brand To The French Market

17. BUSINESS IDEA
1. Redesigned packaging displays a popular artist
(different for each wine variety.)
2. A QR code on the back of the bottle invites
purchasers to scan it with their mobile.
3. The QR directs them to a special playlist on
Spotify.
4. The playlist has been composed by the artist
featured on the bottle; a collection of songs
the artist enjoys personally and which they feel
complement the taste of the wine.
5. To unlock and play the songs the consumer is
required to enter a digit key code printed on the
cork to satisfy proof of purchase.
(Bottle label reverse)
A NEW WAY TO ENJOY WINE

18. PRINT

19. DIGITAL
FACEBOOK (MOBILE)

20. DIGITAL
RAPCHAT FOR A SNAPCHAT
POINT OF SALE
WINE TASTING LISTENING
1. To win a personalized Snapchat from one of the
featured artists, consumers can enter a competition
via Rapchat.
2. Select a Barefoot Beat on Rapchat. Each beat
corresponds to a different artist and lasts 30
seconds.
3. Record your rap/song and save it to the Barefoot
SoundCloud page.
4. The rap/song with the most likes at the end of
the competition wins.

21. PROPOSITION
Retirement Has More Potential With Prudential
TARGET AUDIENCE
Gen X, Male
Fairly High Income, Planning For Retirement Themselves
TONE OF VOICE
Witty, Light-Hearted, Optimistic
OBJECTIVE
Advertise Prudential Financial Services
Specifically Retirement Planning

22. PRINT
(Your Eldest) (Gen P)

23. RADIO
Phone rings
Hello?
Hi Dad.
Oh, hi honey. How are you?
Fine thanks. How’s the new place,
all settled in?
Yea almost there, just a few boxes
left.
Thats good. So, I talked to Steve
and the kids, and we are happy
for us to move in with you.
What’s that dear?
We don’t mind if we want to move
in with you.
Move in where?
With you and Mum.
I don’t understand.
Well now that you’re retired you’ll
want us to move in with you
right? It’s not a problem.
Why would we...
It’s ok I know it’s not an easy
thing to have to ask, but we really
don’t mind.
But…
No buts ok, we’re more than
welcome to move in. Love you!
Uh…
Phone hangs up
For an enviously comfortable
retirement, plan with Prudential.
SFX
Dad
Dad
Dad
Daughter
Daughter
Daughter
Dad
Dad
Dad
Dad
Daughter
Daughter
Daughter
Daughter
Daughter
Dad
Dad
SFX
MVO

24. DIGITAL
NATIVE ADVERTISING
Sponsored Article
1. Prudential pays for an article in a news outlet with wide reach, read by the
target audience, eg. The New York Times.
2. The article would contain information on how scientists are working to
decrease the effects of aging thus improving longevity.
eg.
Deciphering Environmental and Genetic Factors of Brain Ageing
https://www.youtube.com/watch?v=YrId7s-OSao
3. Online readers would be prompted to allow their devices to capture an
image of their face to be displayed along side the text.
4. Implementing parallax scrolling their face would visibly age as they
scrolled down.
The idea that humans could live longer relates indirectly to the concept of
retirement planning.
5. Once the reader completes the article they are prompted to click a
button which returns them to the top of the page. In doing so their face is
rejuvenated and they are reminded of the article’s sponsor.

25. PROPOSITION
Do More With Bags
TARGET AUDIENCE
Male & Female, Ages 25-35
Home Owners/Renting
TONE OF VOICE
Humourous, Conversational, Playful
OBJECTIVE
Advertise Hefty’s Range Of Trash Bags
Including: Flexible, Scented, Strong & Recycled

26. PRINT 1
COPY
Your Beauty Is Safe In Our Bags
Grey hairs or ‘stress highlights’ are a well known symptom of
split trash bags. We know what your thinking. Lies. I’m bald.
How can I get grey hairs? Well, let us ask you this. How did you
get that way in the first place, hmm? It certainly wasn’t by using
Hefty’s Ultimate Flex trash bags, our strongest trash bags yet.
The kind of trash bags you use to hold waste that has no place
splattered all over your floor. The kind of waste that may contain
sharp, pointy edges. Because you know these bags are flexible
and puncture resistant. Resistant from stress so your luscious
locks stay pretty. Do more with bags at www.Hefty.com

27. PRINT 2
COPY
Salvage Your Sanity
Many a good mind has been lost to the top of a trash bag. It
starts out innocently enough. Fastening a full bag by the flappy
loose bits, inadvertently touching something wet. Smelling the
said wet thing to gauge its grossness. The washing of hands.
The retouching of trash bag. The shock of realizing you’ve just
touched the same wet thing! Or did you? Maybe you just didn’t
dry your hands well enough. And so begins the slow descent
into madness. Enough is enough. Our entire bag range now
comes with drawstrings as standard. Some even snap to the rim
of your bin. Save your soul and some time. Do more with bags at
www.Hefty.com

28. PRINT 3
COPY
Smell Smells You’ve Never Smelt Before
Kitchen bins can get a little whiffy. Yours isn’t you say? Perhaps
you’ve gotten used to the smell. Try going outside and coming
back in again. Either that or perhaps you already use Hefty’s
Odour Block Bags. Odour Block neutralizes smells inside the
bag. Its so effective that your nose could find itself attracted
to new, previously hidden odours. Often from places you can’t
quite pinpoint. Maybe its coming from outside? Nope, you’ve
just been from there. Introducing Odour Block Scented Bags.
An oxymoron of the highest quality. Odour Block Scented bags
neutralize nasty smells while emitting pleasant ones. Available
in Clean Apple, Clean Breeze, Clean Citrus, and Lavender Vanilla.
Clean Lavender Vanilla? That’s not a smell. Do more with bags at
www.Hefty.com

29. OUTDOOR

30. AMBIENT (GORILLA)
STICKERS - RESIDENTIAL GARBAGE BIN LIDS

31. DIGITAL
INSTAGRAM
People rarely take out the trash looking their best.
Why not celebrate this?
1. Upload an image to Instagram of your ‘bin day
ensemble’ featuring Hefty Bag.
2. Use the hashtag #HEFTYOOTD
3. The most liked look wins a months supply of
Hefty products.

32. mob: (+852) 6779 6891
email: alexdemello89@gmail.com
web: behance.net/AlexDeMello
THANKS FOR YOUR TIME
If you’d like to see more work please visit my Behance