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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MEO – Improbable Housemates

How could the leading telco and “Humanizing” brand stand out at Christmas?

Instead of just telling a classic Christmas story like everyone else, we made a real-life Christmas miracle happen.

Adressing two urgent social issues at once: the housing crisis affecting displaced students and the loneliness of an ageing population, we created a digital platform that safely connects “Improbable Housemates” – students looking for a room with lonely seniors willing to share their homes, supported by local institutions and municipal councils.

As we say in portuguese, “menos com menos dá mais” (two negatives make a positive).
More than a Christmas story, we made room for hope and connection.

FIND OUT MORE ABOUT THE PROJECT – https://www.partilhacasa.pt/

ROLE
Strategist

awards
EL OJO

X1 Winner Best Local Idea Portugal

X1 gold

X1 silver

X1 bronze

X1 shortlist

CRESTA

X2 silver

LIA

X1 silver

EPICA

X1 gold

X1 shortlist

CANNES

X3 shortlist

ANA MULTICULTURAL EXCELLENCE AWARDS

X1 winner

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