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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CLOSE TO US – VISIT PORTUGAL Times Square Takeover

With new direct flights, Portugal was closer than ever to the US and Visit Portugal wanted to transform that closeness into real visits.

The unexpected call that took Portugal’s diversity to Times Square.

The launching of CR7’s wax figure was happening in the middle of Times Square proved to be the perfect opportunity for the whole country to promote itself. So, Visit Portugal partnered with Madame Tussauds, and immediately after Ronaldo’s wax figure unveiling, it was time for the whole country to become the protagonist.

30 Jumbotrons of Times Square taken over by 30 regular Portuguese people to invite Americans to discover its authenticity.

The results show why this is the biggest showcase in the world.


VISIT PORTUGAL LIVE TAKEOVER OF NY TIME SQUARE

role
STRATEGIST

AWARDS

Cannes

X1 shortlist

EL OJO

X1 shortlist

CCP

X2 gold

X1 silver

X1 shortlist

EFFIE AWARDS

X1 gold

X1 silver

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