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

mail

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”

Print

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

facebook

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

facebook

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

> FACEBOOK

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 filipebernardo@gmail.com

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.