2. PATRICIA MADEIRA . CREATIVE WRITER
"Come clean and admit to your frailties and
stupidity."
—Keith Ferrazzi, "Never Eat Alone"
2
3. PATRICIA MADEIRA . CREATIVE WRITER
Exactly how I start each work.
“I know that I know nothing” kind of mood.
Objective?
Start fresh.
To know as much as (im)possible about the client, the sector, the project,
the brand... in order to create compelling and consistent content, either it’s
a headline, a bodycopy, online content, packaging, a brochure,
you name it.
3
4. PATRICIA MADEIRA . CREATIVE WRITER
Go! Gather all information - Listen (client, market,
stakeholders), Read (marketing/copy strategy, briefing,
press, studies, reports), Talk (debrief, client, team,
stakeholders)
4
Solve the problem - What’s the problem? What do we want
to achieve? How can we get there? Creating...
Getting to the point. How to say it?
Big idea . Idea/Campaign/Creative content roll-out.
research
creative
thinking
solution
What’s my approach?
6. PATRICIA MADEIRA . CREATIVE WRITER6
Credits
Title: Sumolics Non-Anonymous
Creative Type: Press
Brand: Sumol
Sector: Food & Drinks
Release date: Summer 2007
Agency: Basement/Brandia
Project Description:
Headline: “These Sumolics won’t be anonymous”
Sumol, a leading fruit carbonated soft drink,
asked for an ad to proudly present the new
Portuguese Bodyboard promises. “Anonymous
Sumolics” was a previous creative concept
created for the brand that here received a twist,
once the athletes in question were literally
“about to be famous”.
8. PATRICIA MADEIRA . CREATIVE WRITER8
Project Description:
Top Spas is a Spa Consultancy Company that
creates Spa projects from conception to design
to its management. They provide tailored
solutions to entrepreneurs/investors that desire
to have their own spa label or labels but don’t
know how to do it. Creation of new positioning
“The Spa Experts”, new territory for the brand -
“They’re Spacialists”, tagline “Tailored
Spacialists” and content (Website & Stationery).
Credits
Title: The Spa Experts
Creative Type: Design/Branding
Brand: TopSpas
Sector: Hospitality & Wellness
Release date: 2009
Agency: Freelancer
9. PATRICIA MADEIRA . CREATIVE WRITER
Work # 3 :
Nariz Vermelho - Non profit/Charity
9
10. PATRICIA MADEIRA . CREATIVE WRITER10
Project Description:
Headline: “We believe in Father Christmas, the
Easter Bunny, Super-Man and the Tooth Fairy
but we do take our mission very seriously.”
Fundraising Press Campaign for Nariz
Vermelho/Red Nose, Charity. Their volunteers
are clowns that visit hospitals to cheer up
children and help them feel better whilst
recovering in hospital.
Credits
Title: Believers
Creative Type: Press
Brand: Nariz Vermelho
Sector: Non profit/Charity
Release date: 2008
Agency: Basement/Brandia
11. PATRICIA MADEIRA . CREATIVE WRITER11
Credits
Title: Clumsy Clowns
Creative Type: Press
Brand: Nariz Vermelho
Sector: Non profit/Charity
Release date: 2008
Agency: Basement/Brandia
Project Description:
Headline: “Call us clumsy clowns but we do take
our mission of making you laugh very seriously.”
Fundraising Press Campaign for Nariz
Vermelho/Red Nose, Charity. Their volunteers
are clowns that visit hospitals to cheer up
children and help them feel better whilst
recovering in hospital.
15. PATRICIA MADEIRA . CREATIVE WRITER15
Project Description:
Online & Offline content transcreation for new
label from H&M, here examples of packaging
bodycopys.
Credits
Creative Type: Online/Offline Contents
Brand: &Other Stories/H&M
Sector: Retail/Fashion
Release date: 2013/2014
Agency: TAG Worldwide
16. PATRICIA MADEIRA . CREATIVE WRITER16
Example of Contents developed for Fragrances:
Punk Bouquet
PT Version “Espuma de refrigerante de baunilha num rebelde bouquet de rosas...”/ ENG Version "Frothy vanilla soda on a
rebellious rose bouquet…"
Couture Carnaval
PT Version “Um arco-íris de frutas dançando até ao amanhecer...”/ ENG Version "Rainbow fruit cocktails, dancing 'til
dawn…"
Shinjuku Blossom
PT Version “Pétalas de cerejeira dispersas depois de uma manhã de chuva...”/ ENG Version “Scattered cherry blossom
petals after the rain…”
Lemon Daydream
PT Version “Citrinos pungentes com um toque de madeira aquecida pelo sol...”/ ENG Version “Zesty citrus dappled by
sun-warmed wood…”
Frozen Verbana
PT Version "Aurora brilhante de limão, hortelã gelada no ar fresco e claro ..."/ ENG Version "Bright lemon dawn, iced mint
on the clear, crisp air…"
18. PATRICIA MADEIRA . CREATIVE WRITER18
Project Description:
Online & offline content creation for Tivoli Hotels
and Resorts, including posters and invitations
for events, naming for new services/events/
venues, as well as brochures and flyers for
events and new hotels. Under the umbrella
“experience more” all the contents were worked
following a consistency but also with a freshness
and boldness that invited the guests “to
experience more on each venue, hotel or event.”
Credits
Title: Experience More
Creative Type: Brand Activation
Brand: Tivoli Hotels & Resorts
Sector: Hospitality & Wellness
Release date: 2010
Agency: DNA Young & Rubicam
20. PATRICIA MADEIRA . CREATIVE WRITER20
Project Description:
Headline: “More than a Gourmet Experience,
a journey through the Latino flavours.”
Food & Music Event on South American flavours
and sounds
21. PATRICIA MADEIRA . CREATIVE WRITER21
Project Description:
In form of an Opera Libretto, this flyer/
brochure of one their most exclusive
and luxurious hotels invited the guests
for a journey through history (both
hotel and location, Sintra/Portugal).
From the first space/moment/note the
motto was “each of our spaces has a
story to tell, like each opera is divided in
scenes and acts”.
23. PATRICIA MADEIRA . CREATIVE WRITER23
Credits
Title: Welcome to The Land of the Wolf
Creative Type: Brand Activation
Brand: Eristoff
Sector: Alcoholic Drinks
Release date: Winter 2009
Agency: DNA Young & Rubicam
Project Description:
Inspired by the brand’s Georgian origin, its
folklore and mythology, this brand activation
concept for night clubs and bars took us to
magical places inhabited by wolves and rich
legends. In each touchpoint there was always a
message waiting to “surprise”.
24. PATRICIA MADEIRA . CREATIVE WRITER24
Welcome message at the bar capitalising the
brand’s essence.
25. PATRICIA MADEIRA . CREATIVE WRITER25
Headlines engaged the pub/bar habituées ...
1. The moon is rising. Howl for your group.
2. Have you found your Alpha-Female yet?
3. Already marking the territory?
4. Your hearing is sharpening up. Feeling the
music more intensely?
26. PATRICIA MADEIRA . CREATIVE WRITER26
Headlines engaged the pub/bar habituées ...
1. You’re not alone. Join our pack.
2. When you hunt together, it’s much better.
3. Want to be bitten?
4. Have you met the other members of the pack?
Go ahead.
27. PATRICIA MADEIRA . CREATIVE WRITER
Work # 8 :
Herdade dos Grous Wines
27
28. PATRICIA MADEIRA . CREATIVE WRITER28
Credits
Title: Digital & Packaging
Creative Type: Brand and Communication
Brand: Herdade dos Grous
Sector: Alcoholic Drinks
Release date: 2016
Freelance Project
Project Description:
Created and developed all the written contents
for the brand digital presence as well as all their
packaging and technical marketing & sales
collaterals.
