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 x visit portugal x wsl – UNWANTED SHAPES, DARE TO TEST

How could a telco and a tourism brand lead sustainability AT THe heart of the surfing industry?

Surfing has a dark secret.
A sport and lifestyle categorized as sustainable relies on something 100% toxic and non-recyclable — surfboards.

So, MEO, VISIT PORTUGAL AND THE WORLD SURF LEAGUE, united TO SPARK AWARENESS TO A MORE SUSTAINABLE SPORT AND HELP SHAPE ITS FUTURE.

There are already surfboards made from sustainable materials. However, they still suffer from the stigma of not having the same performance as conventional ones.

How could we change this mindset?

By making a blindfolded test to two of the best surfers in the world – Frederico Morais and Nic Von Rupp,premiered on surfing’s biggest stage — the World Tour Peniche Pro, AND EXPOSING THESE SURFBOARDS TO THE PUBLIC SO THEY COULD SEE FOR THEMSELVES.

Four world-class shapers’ MODELS.
Two boards each.
One conventional, one sustainable. Indistinguishable.
Two questions: Which one felt better? Which one is sustainable?


Which one won? Find out for yourself.


The project was such a global success that the following year the World Surf League signed a commitment WITH MEO AND VISIT PORTUGAL: Zero Impact, Full Performance by 2028 — a shared goal to accelerate innovation in performance surfboards toward a more sustainable sport.

rOLE
Strategist

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