Pau Todó. Digital Creative Direction. Copywriting Transcreation

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Alexandra Stanley
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1 Pau Todó Digital Creative Direction Copywriting Transcreation Portfolio 2016

2 This document mainly contains a selection of my most recent jobs, both digital and print. Yet, I also include 2 old pieces that I consider relevant and representative although they aren t on-line anymore. The selection is intended to provide a quick overview of my skills on copywriting, transcreation, on-line strategy and creative direction, and for obvious reasons of space does not include neither all projects nor all the necessary details about what s here presented. Contact me to obtain further information about my professional services and capabilities, or browse my SM accounts to see my last updates.

The Global Leaf App Brief: Create an interactive version of the last Annual Report of JTI s Leaf Supply department (Global Leaf), targeted to employees, managers and stakeholders, and intended to

3 The Global Leaf App Brief: Create an interactive version of the last Annual Report of JTI s Leaf Supply department (Global Leaf), targeted to employees, managers and stakeholders, and intended to transform the hard facts and dull infos of an average annual report into an interesting and playable story. Solution: Completely re-work the contents of the current printed version to transform it into an app where the user can navigate the chapters through a line of leaves upon a zoomable world map. Each chapter contains one video, a photo gallery and one infographic. Interactive elements on the map show complementary information and add UX effects. Impact: The app was downloaded and intensely used by people from all over the world, with all kinds of cultural backgrounds, helping JTI to position its brand as a sustainable option in the tobacco industry. The agency obtained new digital assignments, and consolidated its new positioning as a 50% print 50% digital studio. Client: Japan Tobacco Internation (JTI) Year: 2015 Agency: GünterKuster AG Title: All About Leaf File under: Digital, Corporate Communications, App, Content Management, Tobacco Industry. Contribution: Creative direction and project lead, working hand-in-hand with the client to manage, adapt and re-work all content. Teaming-up with the Art Direction department to design the Information Architecture, the navigation and the User Experience design. Link:

9 Betty Bossy Brief: Brand awareness campaign for the swiss food brand that would use leaflets as recipes to be stored on public displays. Solution: Attract the attention with a short copy and a basic visual on one side, and include the recipe on the other side. The copy replaced some words in famous quotes with names of traditional swiss meals. Impact: The leaflets were massively distributed all over the major cities of Switzerland and attracted the client to the agency. Client: Betty Bossy Year: 2015 Agency: GünterKuster AG Title: Recipes File under: Print, Traditional Advertising, Leaflet, Food&Drink, Contribution: Creative direction and Copywriting

13 Südhang Weine Brief: I ve been helping Südhang, a medium-sized wine selling brand from Zürich to create, grow and consolidate their brand among the top-class swiss wine retailers. I helped them with my brand-consultancy, copy and creative direction services sine 2010, working on micro-sites, flyers, catalogues and their official corporate site, which is currently evaluated by the Laus Design Awards jury. Solution: After several brand workshops, I advised the CEO to position the brand as a company that breaks the rules of wine advertising, running away from that old traditional image of pretentious and snobby luxury for wanna-be-conoisseurs. With a mix of digital and traditional marketing and advertising actions, the Art Director Sarah Hähnle and me created a whole universe of brand messages to position Südhang as a different wine seller that sells very special wines, sometimes even difficult, from little and unknown wineries from all over Europe. Impact: The friendly, arty and a bit provocative campaigns based on the above mentioned ideas is quickly opening a new space on the minds of young and middle-age urban wine consumers, creating an emotional bond based on ideas of authenticity, creativity, risk, honesty and real quality. Client: Südhang Weine Year: 2010 to 2015 Agency: Pau Todó + Sarah Hähnle Title: (Various) File under: Branding, Cross Media, Print, Digital, Advertising, Food&Drink, Microsite, Leaflet, Cinema Ads. Contribution: Creative direction and Copywriting Link:

14 Cinema Ads

15 Cinema Ads

16 Cinema Ads

17 Flyers

18 Flyers

19 Brand Manifesto

20 Brand Manifesto

21 Cross-Media Marketing +

22 Cross-Media Marketing +

23 Cross-Media Marketing +

24 Cross-Media Marketing

25 Microsites +

26 Ryanair /Land Rover /Kindle Brief: I ve been working as a Transcreator / Copywriter and Cultural Consultant for the localization multinational Tag/World Writers for over 7 years. I adapt global campaigns to the Spanish and Catalan markets and help brands to identify potential risks and benefits of adapting their slogans and/or campaigns into Spanish and Catalan. Follows the global new slogan of the the English low-cost flights company Ryanair to Spanish, a press-ad for Land Rover in Catalan and one of the many marketing materials for the new Kindle Client: Ryanair, Land Rover, Kindle Year: 2009 to 2015 Agency: World Writers Title: File under: Transcreation, Localization Contribution: Transcreation Solution: N/A Impact: N/A

27 Transcreation to Spanish

28 Transcreation to Spanish

29 Transcreation to Catalan

30 Tone Identity Brief: The agency GünterKuster needed a complete re-branding and re-positioning process, going from a 100% print profile to a 50% print - 50% digital. The plan included a new name, new visual identity and a new digital oriented services list. Solution: The term tone included both the connotations of verbal tone of voice and the tone of a color, but also helped to articulate an entire discourse about the different tones contained inside a brand. Client: GünterKuster AG Year: 2015 Agency: GünterKuster AG Title: Tone Identity File under: Branding, Creative Direction, Copywriting Contribution: Creative Direction and Copywriting Impact: Tone Identity was never officially launched, and GünterKuster kept its name due to internal financial issues. Yet, it s still one of the brands that I m personally most proud of.

34 Custo Brief: The famous fashion brand Custo Barcelona demanded an engaging digital experience to attract the attention of potential customers. It had to be used on their brick-andmortar POS and it should be strongly branded. Solution: At a time where Facebook integrated apps and Generative Art were a must in Barcelona, we created a sophisticated app for Facebook where users could create their own T- Shirts with Custo imagery based on their own personality traits. Client: Custo Year: 2009 Agency: Morrison Ave Title: Tú nos inspiras File under: Cross Media, Creative Direction, Digital, Social Media, Facebook Contribution: Creative Direction Impact: The app attracted thousands of customers to the brand s Facebook page, and then re-directed to the on-line shop. It created an unexpected impact and buzz on blogs and newspapers.

35 Social Media Marketing

36 Social Media Marketing

37 Social Media Marketing

38 Social Media Marketing

39 Mango Brief: The multinational fashion outlet Mango wanted to wish their customers a Sexy and Merry Christmas. It had to be a quick and suggesting digital solution, intended to extend their online customer base Solution: Based on the glamorous and vintage style of the song Sealed with a Kiss, we proposed the brand a simple web-app where the user could send a kiss through a digital postcard. Impact: The brand was so excited about the idea and its results that re-launched the campaign several times on consecutive seasons. Client: Mango Year: 2010 Agency: Morrison Ave Title: Besar antes de enviar File under: Creative Direction, Digital, Marketing On-Line Contribution: Creative Direction

40 Social Media Marketing

41 Social Media Marketing

42 Social Media Marketing

43 On-line Strategy and Creativity I ve been conceptualizing, writing and managing the on-line content of corporate and public websites and microsites since over 8 years. I specialized in On-Line Branding in 2009 and obtained a postgraduate of On- Line Content Management in Since then, I ve been helping brands to plan and execute their online strategies. Along with Art Directors, Marketing and Brand Managers, I align the company s marketing agenda and its brand assets and then conceptualize, develop, manage and control the company s digital presence on all its Social Media and corporate channels. Always hand-in-hand with the Art Director and the Design Dept., I develop the Creative Brief and the Strategic and Tactical Communication Objectives, and finally develop the wireframes and first mock-ups to be approved. Here follows a short list of my most recent works in both, on-line strategy and conceptualization for 3 swiss brands that range from retail to government institution and Swiss Stock Market indexed multinational.

Südhang Weine 2016 http://suedhang.jamon.

44 Südhang Weine The Südhang website is now being evaluated by the jury of the Laus Design Awards. Here you ll find the Awards Presentation Microsite (only in Catalan)

45 Masters of Arts in Design, Luzern University

46 Masters of Arts in Design, Luzern University 2011

47 Lifewatch s Website and CEO s website IN PROGRESS

48 Thanks for watching Pau Todó March 2016 I write ads I even translate them.

A Meeting of Creative Minds. Comtec The perfect translation partner for creative agencies

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