I'm a Copywriter and Creative Director. Seven years experience in Marketing, Advertising and Events. >> filipebernardo@gmail.com

1. BRIEFINGS + IDEAS = RESULTS
MY PORTFOLIO
FILIPE BETTENCOURT BERNARDO
copywriter creative director

2. “True commitment to good ideas
goes a long way.”
FILIPE
PERSONAL BEST BETTENCOURT
. inception of ideas, from concept to
completion
BERNARDO
. think & write for advertising, web
marketing, 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, Experience
movies, pop culture, consumer culture, Marketing company distinguished has one
entertainment of the top 500 innovative companies
worldwide.
. good interpersonal & leadership skills,
tested while leading creative teams of . two years as Web Marketing Developer
copywriters 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.

4. 1| ADVERTISING
BRIEFINGS + IDEAS = RESULTS

5. BOTAMINUTO
“SHOES WITH STORIES”
BRIEFING IDEA RESULTS
• Create through the line • A campaign based on the STORIES • more 65% donations than in 2010
communication for the social told by our shoes. People engaged with
• 15.000 pairs of donated shoes
responsability 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 and
children’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

6. “OFFERING KIDS’ SHOES.
REASON: I’M BIG, NOW!
If you have shoes
you don’t wear, offer them.”
Print ad & Shop Poster
The main ad for the campaign was
centered in kids shoes.

7. OTHER ADS FROM THE CAMPAIGN
1 | “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.

8. “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.

9. 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 new
campaign for the European Capital “Is Where Everything Happens”. brand and project
of 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 to
the 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.

10. “EMPTY BEACH” | OUTDOOR
The 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.

11. “EMPTY STADIUM” | MUPI
Empty stadium in the day of the Portuguese
Cup Final, one of the most important dates
in the Football calendar.

12. OTHER ADS FROM THE CAMPAIGN
Empty subway stations and highways at rush hour,
and an airport departure screen. Guimarães has no
airport.

13. 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

14. GUIMARÃES 2012 | EUROPEAN CAPITAL OF CULTURE
“WORDS”
BRIEFING IDEA RESULTS
• Create the second advertising • An alltype campaign centered on • increase in brand awareness
campaign for the ECC, this time words that connect the project and
anchored on the launch of the the local heritage of writers and • extensive media coverage
Cultural Programme intellectuals for the Cultural Programme
• The main goal was to tease the • The words were brought from the
audiences and make the local texts inside the Cultural Programme
inhabitants proud of the project

15. “CREATION” | OUTDOOR
The 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.

16. “EMOTION” | MUPI
The second ad, based on the word EMOTION.

17. COMPLETE CAMPAIGN
All three ads of the campaign. The last one featured
the word AGITATION, taken from a famous speech
from the Guimarães intellectual Alberto Sampaio.

18. 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.”

19. 2| BELOW
THE
LINE
BRIEFINGS + IDEAS = RESULTS

20. MERCER
“TOP TEN”
BRIEFING IDEA RESULTS
• Create an internal motivational • A creative concept based on music • Still ongoing
campaign 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 5
on 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

21. THREE EXAMPLES
1 | Refresh your contact with a client 2–| Inform your network about 3–| Work Always as a team
This message was ment to stimulate Health Care solutions
This message was ment to stimulate team
contact with old clients. This message was ment to stimulate work and cooperation.
sales of Health-related services.

22. CAMPAIGN MASHUP
The campaign started with a teaser flyer, replicating a 7’’ vinyl record

23. 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

24. 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 Summer
on shoe soles discount Shop Poster promoting a campaign discounts on services
on license plates

25. BRAND
3|
EXPERIECES
BRIEFINGS + IDEAS = RESULTS

26. 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 full
new brand of the ECC project with a scale surprise that creates a positive awareness of local inhabitants of the new
stunt atmosphere about the project brand
• Engage locals and make them feel • Dress up the urban landscape with • Full engagement and positive reactions
part of the project unexpected moments in three
different steps

27. “WANT TO MEET ME ON THE 28TH?”
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.

28. 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.”

29. this is me!
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”.

30. MARKETEER | MARKETING MAGAZINE
“MARKETEER EXPERIENCES”
BRIEFING IDEA RESULTS
• Create brand experiences for the • Out-of-the-box experiences designed • Marketeer led innovation in editorial
top 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 had
to marketing concepts to stimulate Marketeer magazine challenged them
the debate between the magazine’s to be part of something unexpected that
guests: leading CEO’s and should be the starting point of the
marketeers from different market debate
branches

31. FOUR EXAMPLES
I created a total of 14 experiences, during more than a year.

32. 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 ideal
popular game franchise Need For event with a PRM, a prototype racing car setting for the game launch
Speed in a private event for
• Restyling of the PRM prototype to the
exclusive guests
new image of the game

33. SEVERAL CLIENTS
INCENTIVE TRAVEL
DESCRIPTION
As an incentive travel experience designer, I was responsible for:
• Destination Selection
• Creative Concept & Proposal
• Pre-production
• Programme design
DESTINATIONS CLIENTS
• New York • Vodafone
• Budapest • Nokia
• Malta • Banco BEST
• Lapland • Renault
• Berlin • tmn
• Morocco • others

34. 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 languages
in Portugal with an exclusive and tradition and contemporary dance created the institutional yet innovative
original event setting
• The event took place on Casa da
• Create an event that can put the Música, Oporto’s top destination for
spotlight on the innovation and arty music and concerts, with top
profile of the company portuguese Conductor as special guest

35. 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.

36. WEB 4|
MARKETING
BRIEFINGS + IDEAS = RESULTS

37. 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 the
Hertz racing tracks
concept to other premium car brands rented
• Should engage customers and • Simple, fun and engaging game by Hertz
stimulate a viral effect interface that allows sharing through
facebook

38. HERTZ RACING ROYALE | HOMEPAGE
Exclusive and fun mood. This is the doorway to the HERTZ MANSION.

39. HERTZ RACING ROYALE | MENU
In all menus of the website, the user is accompanied by a Mansion hostess.

40. HERTZ RACING ROYALE | HERTZ MANSION TRACK
The user shares best times on facebook and challenges friends. Many tracks were created with different scenarios.

41. SIEMENS
“TRAINING DAY”
BRIEFING IDEA RESULTS
• Create the microsite and campaign • Students’ future is a game. • Great reaction and engagement with
for the annual recruitment event by Siemens invited students to play the students
Siemens Portugal game and get good at it
• “Sold out” recruitment event
• Have a bold approach to target • Website based on a classic circus
young university students show, the “human cannonball”

42. INTRO

43. HOMEPAGE –Menus activate when shooting the human cannonball

44. ONLINE SUBSCRIPTION FORM

45. A VIDA É BELA
WEB COPY & STRATEGY
DESCRIPTION
• Responsible for coordinating
and creating copy & contents for:
• quarterly newsletters
• homepage promotions
• banners
• seasonal promotions
• brand parterships

46. SEVERAL CLIENTS
WEB COPY
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

47. 5| BRANDING
BRIEFINGS + IDEAS = RESULTS

48. Branding for taylor-made sofa company.
SOFABULOUS I was responsible for the naming and creative concept.

49. STORE® Branding for textile and gifting company, including sub-brands.
I was responsible for the naming and creative concept of the brand and sub-brands.

50. 6| EDITORIAL
BRIEFINGS + IDEAS = RESULTS

51. 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 and
for the public institution for water creative execution
• Fictional stories from fictional
administration
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 same
Forests, the work had to cross the engagement with nature, in forests concept, released in double-page format in
two worlds: forests and water saving and water scenarios the main local newspapers
• Monthly tips teached about how to
save water and forests

52. COVER

53. MONTHLY STORY

54. "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.
MONTHLY STORY

55. PRINT AD (based on same concept)

56. 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

57. 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

58. 7| MUSIC
&
VIDEO
BRIEFINGS + IDEAS = RESULTS

59. SEVERAL CLIENTS
BRAND MOVIES CLICK ON THE IMAGES TO WATCH ONLINE
password: pandorabox

60. TWO BANDS / INDIE POP / ELECTRONIC / ROCK / DJ / GUITAR / KEYBOARDS / VOCALS
MUSICIAN CLICK ON THE IMAGES TO FOLLOW LINKS
MYSPACE <
> MYSPACE
> FACEBOOK FACEBOOK <

61. VODAFONEEUROPEANCAPITALOFCULTURE
BANIFMERCERDELOITTECANONNOVARTIS
TMNMCKINSEY&COIKEASIEMENSKPMG
MARKETEERBMSPTFANTAOPTIMUS
COFACEHAVASHERTZRENAULTNISSANSMAS
SONAESIERRATETRAPAKCARRISHITACHI
ELECTRONICARTSIMTTASTRAZENECA
ZONSIBSBOSTONCONSULTINGGROUP
BOSCHBIALBOTAMINUTOACPF9CONSULTING
“true commitment to good CLIENTS goes a long way”

62. FILIPE
BETTENCOURT
BERNARDO
ABOUT ME
Born in 1980, in Lisbon, Portugal
Degree in Sociology
I.S.C.T.E., Lisbon
Writing for Advertising
Universidade Nova, Lisbon
CONTACTS
filipebernardo@gmail.com
mobile + 351 91 955 62 79
www.facebook.com/filipebbernardo
http://www.linkedin.com/in/filipebbernardo
Thank you.