PATRÍCIA MADEIRA
COPYWRITING PORTFOLIO
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PATRICIA MADEIRA . CREATIVE WRITER
PATRÍCIA MADEIRA
COPYWRITING PORTFOLIO
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PATRICIA MADEIRA . CREATIVE WRITER
"Come clean and admit to your frailties and stupidity." —Keith Ferrazzi, "Never Eat Alone"
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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.
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PATRICIA MADEIRA . CREATIVE WRITER
What’s my approach? research
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Go! Gather all information - Listen (client, market, stakeholders), Read (marketing/copy strategy, briefing, press, studies, reports), Talk (debrief, client, team, stakeholders)
creative thinking
Solve the problem - What’s the problem? What do we want to achieve? How can we get there? Creating...
solution
Getting to the point. How to say it? Big idea . Idea/Campaign/Creative content roll-out.
PATRICIA MADEIRA . CREATIVE WRITER
Work # 1 : Sumol - FMCG
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PATRICIA MADEIRA . CREATIVE WRITER
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”.
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PATRICIA MADEIRA . CREATIVE WRITER
Work # 2: TopSpas - Wellbeing & Hospitality
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PATRICIA MADEIRA . CREATIVE WRITER
Credits Title: The Spa Experts Creative Type: Design/Branding Brand: TopSpas Sector: Hospitality & Wellness Release date: 2009 Agency: Freelancer
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).
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PATRICIA MADEIRA . CREATIVE WRITER
Work # 3 : Nariz Vermelho - Non profit/Charity
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PATRICIA MADEIRA . CREATIVE WRITER
Credits Title: Believers Creative Type: Press Brand: Nariz Vermelho Sector: Non profit/Charity Release date: 2008 Agency: Basement/Brandia
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.
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PATRICIA MADEIRA . CREATIVE WRITER
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.
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PATRICIA MADEIRA . CREATIVE WRITER
Work # 4 : Bosch - Electronics & Technology
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PATRICIA MADEIRA . CREATIVE WRITER
Credits Title: Wi-Fi Creative Type: Press Brand: Bosch Sector: Electronics & Technology Release date: Winter 2007 Agency: Basement/Brandia
Project Description: Headline: “Break free”. Campaign for the launch of the Bosch cordless Blender, including TV, Press, Radio, Point of Sale displays & flyers.
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PATRICIA MADEIRA . CREATIVE WRITER
Work # 5: H&M/&Other Stories - Retail/Fashion
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PATRICIA MADEIRA . CREATIVE WRITER
Credits Creative Type: Online/Offline Contents Brand: &Other Stories/H&M Sector: Retail/Fashion Release date: 2013/2014 Agency: TAG Worldwide
Project Description: Online & Offline content transcreation for new label from H&M, here examples of packaging bodycopys.
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PATRICIA MADEIRA . CREATIVE WRITER
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…"
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PATRICIA MADEIRA . CREATIVE WRITER
Work # 6: Tivoli Hotels & Resorts - Hospitality
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PATRICIA MADEIRA . CREATIVE WRITER
Credits Title: Experience More Creative Type: Brand Activation Brand: Tivoli Hotels & Resorts Sector: Hospitality & Wellness Release date: 2010 Agency: DNA Young & Rubicam
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.”
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PATRICIA MADEIRA . CREATIVE WRITER
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PATRICIA MADEIRA . CREATIVE WRITER
Project Description: Headline: “More than a Gourmet Experience, a journey through the Latino flavours.” Food & Music Event on South American flavours and sounds
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PATRICIA MADEIRA . CREATIVE WRITER
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”.
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PATRICIA MADEIRA . CREATIVE WRITER
Work # 7 : Eristoff - Alcoholic Drinks
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PATRICIA MADEIRA . CREATIVE WRITER
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”.
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PATRICIA MADEIRA . CREATIVE WRITER
Welcome message at the bar capitalising the brand’s essence.
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PATRICIA MADEIRA . CREATIVE WRITER
Headlines engaged the pub/bar habituĂŠes ... 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?
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PATRICIA MADEIRA . CREATIVE WRITER
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.
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PATRICIA MADEIRA . CREATIVE WRITER
THANK YOU!