1. Henrique Marcelino dos Santos
Planning | Marketing | Communication
PORTFOLIO

2. RESUME SUMMARY
Understanding is the most appropriate keyword for this sign.
Easygoing and able to see people around in the best way. Strong
Points: Intuitive, compassionate, artistic, kind, intelligent.
Success-oriented and keen, he has knowledge of how the work
system works and puts it to work for himself. He has principles
and knows what he wants. Severe with priorities, but flexible in
order to achieve the ends. He’s confident and very professional
with what he does; excellent speaker.
Fluent
English
Desktop
research
Trendwatching
Content
generation
Didactics and
public speaking
Critical
analysis
CONTEMPORARY COMMUNICATION
GLOBALIZATION AND CULTURE
ADVERTISING
AND MARKETING
BACHELOR SPECIALIZATION
MASTERS
DEGREE
WG Comunicação
Rae,MP
AC Nielsen
Internship
Planning
Assistant
Planning
Assistant
Full
Planner
Planning
Coordinator
2005 2006
2006 2009 2013
Senior Project
Consultant
2015

3. CASE 1
CLIENT INDUSTRY: Class association
1. CHALLENGE:
To induce networking from
attendants during the
association’s events.
2. SOLUTION:
Mobile app with
professional and contact
data compilation, directly
linked to LinkedIn.
3. WHY IT WORKS:
Both the lack of enough business cards
and the unwillingness of storing all
received cards demand a digital solution
within a device no businessman forgets:
its smartphone or tablet.

4. CASE 2
CLIENT INDUSTRY: Shopping mall
1. CHALLENGE:
To draw attention of dog owners in the
mall’s primary area in order to make them
attend the dog walking event.
2. SOLUTION:
Media and guerrilla campaign strongly
based on radio spot, with a frequency of
20kHz attached into the audio works.
3. WHY IT WORKS:
The 20kHz frequency can’t be heard by
human beings but it’s so by dogs, which
then interact with the audio demonstrating
attention, reinforcing the message towards
the dog owner who’s also listening.

5. CASE 3
CLIENT INDUSTRY: Sparkling wine
1. CHALLENGE:
To reinforce the brand’s
recall in moments of
celebration and
freshness. 2. SOLUTION:
Turning confetti launchers into the
product’s minibottles, also
installing fan humidifiers in the
product’s island displays in the
points-of-sales.
3. WHY IT WORKS:
The constant use of confetti
launchers strengthens the
recall about the bottle’s label
and form, while the freshness
feeling in POS connects to the
product and induces it to an
easier purchase.

6. CASE 4
CLIENT INDUSTRY: Automotive retail
1. CHALLENGE:
To create a more effective and impacting
communication channel with the target
(truck drivers), with enough geographic
range.
2. SOLUTION:
Advertising use of trucks’ CB radio, with
metrics and logics adapted from social
media.
3. WHY IT WORKS:
Truck drivers already use CB radio as social
media, it was only needed to introduce
social media strategies to make it work.

7. CASE 5
CLIENT INDUSTRY: Private hospital
1. CHALLENGE:
To reassure the hospital’s concern about
nature caring during the Environment
Week.
2. SOLUTION:
Clowns dressed as doctors examining
trees and tree beds at Paulista Avenue,
stamping on approached passers-by’s
papers a QR code and a shortened URL
which leads to a hotsite which explains
further about the stunt and the importance
of taking care of nature.
3. WHY IT WORKS:
Stamps make a perfect solution for
limitations from São Paulo’s clean city
law, while clowns draw attention from
far distance and generate curiosity.

8. CASE 6
CLIENT INDUSTRY: Soy germplasm
1. CHALLENGE:
To generate interactivity with the
stand’s visitors during the new
varieties’ launching event.
2. SOLUTION:
Interactive wall with logics game
similar to Minesweeper in order to
show the advantages of using the
client’s seeds.
3. WHY IT WORKS:
Visitors of rural events are eager
for different and interactive
activities which entertain them
and explain the technologies in a
playful and didactic way.

9. CASE 7
CLIENT INDUSTRY: Automotive retail
1. CHALLENGE:
To create a promotional strategy in order to attract
new clients for a check in the brand’s dealers.
2. SOLUTION:
Promotional campaign along with an incentive
campaign where both client and check team can
win by drawing lots a bicycle manufactured by the
brand itself and not yet sold in Brazil.
3. WHY IT WORKS:
Besides the strong cycling trend, the quality of the
brand’s bicycles is internationally known, making it
a high-value item both for those who rides it and
for those who decide to sell this prize,
guaranteeing a logistical purchase convenience for
this brand in Brazil.

10. CASE 8
CLIENT INDUSTRY: Automotive retail
1. CHALLENGE:
To launch a new and used vehicle fair in a
way it draws more attention than the
competitors’ ones.
2. SOLUTION:
Launching a special offers fair inside the
most important collective purchase
websites in the country.
3. WHY IT WORKS:
At the time, collective purchase websites
were trendy, in such a way the vehicle
offers would be seen on these sites’ daily
offers e-mails, impacting a wider target,
also offering units with special prices in
those same websites.

11. CASE 9
CLIENT INDUSTRY: Luxury decoration 1. CHALLENGE:
To make an activation stunt at the paulistan
shore in order to announce the luxury
decorative items e-commerce website.
2. SOLUTION:
Installation of a pop-up store with several
showroom items and salespersons with tablets
and well-trained to help the store’s visitors
make an online purchase over there.
3. WHY IT WORKS:
Even with no physical stores, the pop-up store
can draw more attention by being installed in a
high-flow place and visited by all passers-by,
who would make the necessary buzz.

12. CASE 10
CLIENT INDUSTRY: Credit auditorship
1. CHALLENGE:
To motivate individuals to enter the client’s
subscription which certifies the absence of
the subscripted ones’ financial
impediments, in order to sell this mailing to
retail companies which need to check their
customers’ financial status.
2. SOLUTION:
Partnership with shopping malls, where
each customer who allow its personal data
in the malls’ promotional coupons to be
added into the credit auditorship company
would receive double coupons for the
partner mall’s drawing lot. In the
meanwhile, the auditorship company
would buy each new subscription from the
shopping mall.
3. WHY IT WORKS:
In every promotion, many malls lose the
manageability of the created mailing, needing
to create a new one in every new campaign –
it’s more cost-effective to sell this mailing to the
credit auditorship company.

13. CASE 11
CLIENT INDUSTRY: Scaffolding, shoring and propping systems
1. CHALLENGE:
To make an event about the Belo Horizonte
branch launching, emphasizing the quality of
services provided to the region’s construction
companies.
2. SOLUTION:
Turning the event into a
vernissage, displaying in
paintings, sculptures, footages
and other means the
construction engineering works
where the company was
present, treating the
construction works as artworks.
3. WHY IT WORKS:
Vernissages are full of glamour and
appreciation for their guests, while
the transformation of construction
works into artworks brings the client
relationship with construction
companies closer.

14. CASE 12
CLIENT INDUSTRY: Zootechnical solutions 1. CHALLENGE:
To help cattle breeders control the
quantity of immunocastrating vaccines
without waste or incomplete cycles.
2. SOLUTION:
In places where the immunocastrating medicine
and the jet injector are sold, would also be sold
bovine earrings containing RFID chips, which
would transmit data about the quantity of
already received vaccines directly into an app
installed in the vaccine enforcer’s mobile device.
3. WHY IT WORKS:
As the immunocastration is done as in an
assembly line, it´s easy to use an RFID database
managing system which geographically indicates
the location of each immunocastrated animal in
each of the three cycles.

15. http://about.me/henriquerenmkt
+55 11 99463-4033
henrique.renmkt@gmail.com