Selected Campaigns
TV · Integrated · Modelo
JWT · Senior Copywriter · 2004
The project
Modelo was the supermarket banner, while Continente was Sonae's hypermarket banner. Modelo campaigns ran throughout the year, focused on seasonal moments, activations and brand promotions.
The idea
Retail with personality.
Anyone hearing a Modelo Continente ad heard the same melodic base adapted for every festive moment — Christmas, Easter, Carnival — and every commercial moment — fairs, activations and promotions — as a musical signature. The brand signature: Modelo. The best of your shopping. Copy that made retail feel human, witty and unmistakably Continente.
The result
As a result of strong advertising pressure and effective marketing, Modelo's revenues grew, it cannibalised proximity shopping and all supermarkets went on to carry the Continente banner.
- Client
- Continente
- Agency
- JWT
- Role
- Senior Copywriter
- Disciplines
- TV · Radio · Campaign
- Year
- 2004
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