afonso magro

CREATIVE STRATEGIST & COPYWRITER


I don’t believe in linear paths
or universal frameworks to win audiences.

I believe in strategic interpretation.
Understanding human reality through its tensions.
What people think and what they do.
What they don’t think and what they don’t do. What is said and what is left unsaid.
Informed by data, led by judgment.

The work you’ll see here reflects that belief DURING 5 YEArS as a creative strategist IN MSTF PARTNERS AND LATER DENTSU CREATIVE PORTUGAL.

Different challenges, objectives and markets, connected by the same responsibility. Knowing who to talk to, when it matters, and how to create work that lands with meaning and impact across the journey.

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CAVALOS NA AREIA – Rebranding & CAMPAIGN

An iconic experience whose business outgrew its brand.

With everyone from Madonna to CR7 stopping by, Cavalos na Areia and Comporta merged into a single icon, each reflecting the other and becoming a worldwide success.

Yet the brand had grown beyond Comporta, with new experiences in Arrábida and Alcácer do Sal, EACH WITH ITS OWN BRAND – “CAVALOS NA SERRA” AND “CAVALOS NO RIO”, that WERE NOT REACHING THE SAME LEVEL OF awareness and demand.

This was the moment for the brand to REDESIGN itseft, redifine its architecture, and above all CREATE a new narrative.

We merged three brands into the original iconic one, with a new image and a new principle: guided by nature. A new positioning that unifies all experiences through their natural elements — land, water & sand — and their most experienced guides – the horses, to tell a new story.


the new business architecture.
3 VERTICALS. 3 EXPERIENCES. 3 ELEMENTS

ttps://www.cavalosnaareia.com

Role
STrategist & COPYWRITER

(and MODEL LOL, BUDGET WAS TIGH)

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