Selected copywriting projects

1. Daniel Campi
Creative Copy
Selected Projects 2004 - 2010

2. Project SEAT digital campaigns
Client SEAT
Agency Nurun
Date 2010
Creativity and copywriting for various online campaigns for Spanish
car brand. SEAT’s objective was to drive traffic to their website and to
support new product launches through digital media, bringing a fresh
focus to their communication. Rich media and standard banners were
created for online media as well as specific actions on the SEAT website,
including an interactive flash video to introduce users to SEAT’s new
family car in an engaging, web-friendly way.

3. Project SEAT Shakira/UEFA
Client SEAT
Agency Atletico International
Date 2010
SEAT wanted to enhance the impact of its sponsorship of Shakira’s
2010 European Tour by exploring new channels of communication. The
‘Good Stuff’ website and blog was created to deliver a more informal
and personal voice for SEAT brand communication, as an alternative
to a corporate, product-oriented tone. A blog is a natural platform for
multiple contributors to talk and interact with their audience in a style
designed to be always lively and interesting. SEAT also sponsored the UEFA
Europa League through a microsite, using competitions, multimedia
content and a Facebook page with specially designed applications and
events to stimulate growth of the community and create a buzz around the
collaboration.

4. Project SEAT corporate website
Client SEAT
Agency Nurun
Date 2010
Copywriting for SEAT’s corporate website. Adaptation and creation of
copy for SEAT.com, extensive collaboration with offline agencies and
client, and development of website structure and usability. Responding
to the client’s tagline –‘autoemoción’– and its positioning as a ‘young’,
‘sporty’ and ‘design-driven’ car brand, a specific language style was
developed for the web, fusing emotion with technology. Distinctive
copy was created for various sections of the web, including company
history, corporate information, events and an extensive on-line catalogue
for each model.

5. Project 212 Web
Client Carolina Herrera
Agency Media Contacts
Date 2007
212 is Carolina Herrera’s most successful line of perfumes, designed to
appeal to younger consumers worldwide. New York is part of 212’s DNA.
Carolina Herrera wanted to create a dynamic website that helped the brand’s
community to discover the real New York, providing a close encounter with
the world’s greatest city. Web content included an introduction to aspects
of the city based around the lives of two ‘real New Yorkers’, competitions,
multimedia, a blog and extensive product information.
www.ilove212.com

6. Project CH launch
Client Carolina Herrera
Agency BB&B
Date 2007
The launch project for the introduction of a new fragrance universe
to the Carolina Herrera portfolio was a key moment in this brand’s his-
tory. The client needed to explore the concept of a ‘lifestyle brand’ while
telling the story of this perfume’s development from the initial idea to
the finished product. Project included press material, copywriting and
development of identity for new fragrance.

7. Project Shakira fragrance launch
Client Puig
Agency Ideas de
Date 2007
This project to create a fragrance brand based around Shakira was a close
collaboration between Puig, the creative team in Barcelona and Shakira.
The fragrance should embody Shakira’s spirit and values, have a wide-
spread appeal and establish a continuity for future launches. At a launch
in Barcelona, we created a fable for Shakira to tell her audience: an
Oriental fantasy that takes us on a journey into her imagination.

8. Project L’Eau Ambrée launch presentation
Client Prada
Agency igriega
Date 2009
Prada Parfums wanted to expand their presence in the market by re-
leasing a new and more widely appealing fragrance based on a purer
interpretation of Amber. The introduction of L’Eau Ambrée had to hit the
right note, exploring the concept and boosting the impact of the launch
by creating expectation around the product. Press and marketing mate-
rial, teasers, videos and an interactive presentation were created in line
with Prada’s unique brand identity.

9. Project Prada corporate presentations
Client Prada
Agency igriega
Date 2004-2009
Prada Parfums presented all upcoming products and works-in-progress to
its subsidiaries, as well as its objectives, strategy and go-to-market plans.
These multi-media presentations had to make a big impact, introducing,
consolidating and expanding the Prada brand in the fragrance market. All
written and spoken material needed to explain concepts, find names and
define the distinctive Prada style.

10. Project Carolina Herrera corporate presentations
Client Carolina Herrera
Agency igriega
Date 2005-2009
All corporate presentations for Carolina Herrera fashion and fragrances
needed to provide a distinct feel for each of its universes. Development
of a strong product identity was an essential goal for each project, with
descriptions of concepts, taglines and names for Carolina Herrera New
York, 212 and CH fragrances and limited editions. All content was created
for international presentations, alongside press and marketing material.

11. Project Comme des Gar˜ons corporate presentations
Client Comme des Gar˜ons
Agency igriega
Date 2005-2009
Comme des Gar˜ons styles itself as the ‘alternative fragrance brand’.
Groundbreaking creativity was an essential starting point to create the
right feel for this specialist market segmentation. All marketing material,
press material and presentations were designed to differentiate the brand
and cause excitement in the market. An explanation of a new and polaris-
ing vision of the possibilities of cutting-edge perfume.

12. Project Nina Ricci international launches
Client Nina Ricci
Agency igriega
Date 2009
Nina Ricci was undergoing an expansion through the launch of three new
fragrances to the market, designed to consolidate its product portfolio
and brand image. Each launch needed to tell a different story: a playful,
Parisian spirit for Ricci Ricci, a fairytale exploration for Le Paradis and a
big-event feel for the brand’s collaboration with Philipe Starck for a a lim-
ited edition.

13. Project Press, presentations and marketing
Client Puig
Agency various
Date 2007-2009
Puig undertook an international roll-out of a number of their key fragrance
brands. The client needed creative support to expand these brands suc-
cessfully into international markets. This strategy was supported by a
variety of press and marketing material, presentation and print ads for
brands including Adolfo Dominguez, Antonio Banderas and Agata Ruiz
de la Prada.

14. Project Marketing and Communications
Client Checkpoint Systems
Agency Mav&Co
Date 2004-2009
Multinational solutions provider for global retail industry with an aggres-
sive, client-focused approach. Close collaboration with marketing and
PR teams for structural design and development of European website,
consultancy and creation of corporate guidelines, product sheets,
marketing material and press and PR material. This long-term collabora-
tion needed a close understanding of client’s lines of business, product
strategy and marketing goals.
www.checkpointeurope.com

15. Project Brand Launch and Copywriting
Client Johnson Diversey
Agency Mav&Co
Date 2006-2009
JohnsonDiversey provides solutions for the global Food & Beverage
industries. The client needed to renew its marketing approach, differentiat-
ing its offer within the market. Collaboration included the launch of a new
brand for the market, developing a range of names and taglines to sup-
port the new business strategy. Technical material, product brochures and
multimedia material were developed for this international B2B business.

16. Project Website and communications
Client TEAM
Agency Ficció
Date 2006-2009
TEAM has a number of different business lines, including the design and
delivery of engineering solutions for ports and the provision of differ-
ent services and solutions for the travel industry worldwide. The client
wanted to increase overall quality of material and establish a stronger
corporate identity within the market. Projects included the contents and
structure of new website alongside journalism and marketing material for
the global cruise industry.
www.teamcompany.com