During my final semester in the Bachelor's degree, I had to do an individual project which consisted of creating a communication campaign for a brand, based on a literary book of my choice. 

 

I went for the Portuguese home care brand «Puro Cuidado» and the book «A Máquina de Fazer Espanhóis» by the author Valter Hugo Mãe. Initially, I analyzed the company internally and externally. This gave me a better understanding of the brand. Allowing me to define the best approach to be taken about the creation of the advertising campaign. 

​

The book «Máquina de Fazer Espanhóis» tells the story of António Silva, an 84-year-old man who is confronted with loneliness after the death of his wife. It portrays the adventures and misadventures that António experiences while dealing with old age and the fact that he has moved into a retirement home.

 

​

​

​

​

​

​

​

​

​

​

​

​

This advertising campaign aimed to show the Portuguese population that there are alternatives for elderly people with physical or mental limitations, showing that with the support of trained staff, people can live a life of dignity and be happy, positioning themselves as the best alternative on the market.

​

An advertising video was proposed, using storytelling. In addition, there were a mupi and posts on the Instagram social network, consisting of a cross-media campaign. 

Insight: A quality life is being able to count on someone's support. 
Concept: The beauty of a quality life lies in being able to rely on others just as we rely on ourselves. 
Message: To raise awareness of the Puro Cuidado brand and show that with the help of its professionals, elderly people will not constantly feel incapable and alone.
Communication tone: Emotive, showing the fragility of the elderly and their need for help in their daily lives.
Campaign signature: Taking care of yourself also depends on others.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

​

​

 

 

This work allowed me to intertwine two different realities: advertising campaigns and books. I particularly enjoyed creating the narrative of the advertising video and I think it was well done. 

​

​

​

​