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INSIGHTS MARCH 2014

JOHN DA SILVA PORTFOLIO

About me CASE STUDIES TABLE OF CONTENTS

Special issue: John’s resume


INSIGHTS Editor in chief John Da Silva

TABLE OF CONTENTS ABOUT ME

3

Here is where I introduce myself!

Advertising John Da Silva

CASE STUDIES

Correspondent John Da Silva

Redefining the feminine hygiene market

Photo cover Alan Thomson Print Kinkos

Summer’s eve Jamaica

Gwan Gwan! Say hello to a different Jamaica

6-7 8-9

Coca-cola Why Coke is still it

10-11

Resume

12

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ABOUT ME For as long as I can recall, I have always had a natural curiosity for how and why things happen along with a big thirst for information. As a kid, most of the activities that caught my interest involved some sort of fact seeking, included reading articles in Popular Mechanics, watching the Discovery Channel and mystery TV shows, and writing short stories. My interest in everything related to communications, from television and magazines to publishing and the web, is the reason I studied Social Communications, and dedicated the earlier part of my career to journalism. Feeling my need for creativity and problem solving unfulfilled, I tried to find another path where my passion for research and investigation could be nourished alongside my creative impulse. This journey has led me to where I finally know I belong: account planning.

SOME LIKES PLACES

MUSIC

WEBSITES

FOOD John Da Silva

OTHER LIKES

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CHALLENGE

Disrupt the product category norm of problem solution. PROBLEM

INSIGHT

Modern young women are becoming more comfortable with their femininity and sexuality but are still fighting some taboos. STRATEGY

It is viewed as a single, outdated, unhealthy cosmetic product.

TARGET

Active women from 18 to 35 years. Millennial women who are outgoing, extroverted, and are fearless in expressing their sexuality. They are independent and have overcome the stereotypes of gender identity.

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Summer’s Eve has several products for feminine hygiene. We want to realign its brand to an emotional need for a certain type of woman.

IDEA

Celebrate your vagina = celebrate yourself.


Banners, Web and Social Media campaign

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Jamaica Tourist Board

CHALLENGE

Make Jamaica interesting to attract more tourism.

INSIGHT

Adventures are always looking for excitement in their lives and vacations are the perfect occasion to satisfy that need.

PROBLEM STRATEGY Jamaica is perceived as just another island in the Caribbean. TARGET

Adventure travelers from 20 to 36 years. Adventure travelers are people who are looking to visit new places, filled with adventurous elements. In their trips they are looking for physical activity, cultural exchanges and interaction with the environment. Excitement is a key word for them.

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Jamaica is much more than a vacation spot for the average traveler. It is a destination for the adventurous soul.

IDEA

We dare you not to enjoy it.


Online banners and website

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CHALLENGE

Increase the sales of Coca-Cola’s flagship beverage; Coca-Cola Classic. PROBLEM

INSIGHT

Young people’s lives have been overtaken by virtual ones (thanks to easy digital access) losing touch with the real world and experiences. STRATEGY

Coca-Cola Classic has been decreasing its sales due to the amount of other offerings, especially less caloric ones.. TARGET

Create a campaign and invite teens and young people to “live real moments”, as real as the full flavor of Coca-Cola Classic. IDEA

Generation Z, and part of generation Y (from 13 to 25 years). The new generation of teens are driven by technology, thus they spend less time living real moments.

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Enjoy a moment awareness.

of

real

living


Banners and web

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RESUME EXPERIENCE

EDUCATION

2012 - present The Flying Machine | Bilingual Creative Writer | Miami, USA. -Freelance bilingual writer and translator for print and online advertising material.

2014 Account Planning Bootcamp | Miami Ad School | Miami, USA. | Diploma.

2011 - present Clapclapmiami.com | Content editor & journalist | Miami, USA. -Web content development; informational and promotional content for the page and sponsors. Research, writing and documentation of cultural events, and entertainment opportunities for the Hispanic community. - Design & production of the newspaper events calendar (Venezuela Al Día, p. 28-29). -Social media manager and content strategist. 2011 - present Diverta Entertainment Group | Production Assistant | Miami, USA. -Freelancer Assistant producer for theater plays and other entertainment projects. 04/2010 - 08/2011 Falcon Air Express | Technical Publications Writer | Miami, USA. -Editing and producing technical manuals. 03 - 07/2006 Telesur | News Video Editor | Ccs, Vzla. -News video editing with Avid News Cutter 02/2005 - 03/2006 Agencia Bolivariana de Noticias | News writer & video editor | Ccs, Vzla. -News writing, interviews, video editing for documentaries and news.

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2007 Editing & Digital Composition I Trazos Institute | Madrid, Spain | Diploma. 2006 Social Communications | Universidad Central de Venezuela | Ccs, Vzla. | Bachelor’s Degree. SKILLS • Great creative storyteller and articulate communicator; able to create and produce compelling stories and messages. • Fully bilingual and specialized in the correct usage and application of the Spanish language. •

Knowledgeable in online and offline media.

• Able to manage time productively, handle multiple tasks simultaneously, and learn new concepts quickly. SOFTWARE & WEB PLATFORMS Office | Adobe Indesign | | Adobe Photoshop | Mac OS X | Windows | Wordpress | Twitter | Facebook | Avid News Cutter | Final cut pro. LANGUAGES English | Spanish CONTACT Email: dasilva.john@gmail.com LinkedIn:www.linkedin.com/pub/john-da-silva/65/ a49/a06/


THANK YOU!

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John M Da Silva Portfolio