Creative Strategy Portfolio - Majo Amezcua July2020

CREATIVE
STRATEGY
PORTFOLIO
MARIA
JOSE
AMEZCUA

ABOUT ME
PERSONAL:
Mexican
PROFESSIONAL:
Creative strategy, results
driven with a creative twist
May 5th, 1991
With an account and project
management background
Married + one baby girl
(2 years old)
6+ years of creative agency
experience
Currently living in Arnhem
NL
International experience:
Australia, Mexico
M
J
A

ABOUT MY BRAIN
● Is
there
any
data
we
could
use?
● What
is the
comp
etitio
n
doing
?
● What
have
they
done
before
?
MY LEFT, STRATEGIC SIDE:
● Who are they?
● What are their values and mission?
● What do they want to achieve?
● What do they need?
● Who are we talking to?
● Is there any data we could use?
● What is the data telling us?
● What is the competition doing?
● What have they done before?
● What do we want to do?
● What do we want to say?
● Where is our target?
● Where is it important to be present?
● Is our plan, communication, concept,
executions aligned to the objective?
THE TRIGGER:
“Majo, we have a new brief”
MY RIGHT, CREATIVE SIDE:
● Can I go sit in their office to understand
them better?
● Can we solve anything else for them?
● What do we know from social context (social
insights)?
● How can we use what we know?
● How can we do it differently?
● How can we generate a connection?
● How are we going to say it?
● What tone should we use?
● How can we catch our target’s
attention?
● How can we turn a normal placement
around?
● How can we stand out?
THE “WHY” LINE:
The filter between left and right that’s continuously asks “why” to any idea or plan. If
there is not a simple answer, we’re missing something.
M
J
A

ABOUT MY METHODS
AT WORK:
Colorful markers, cardboards, blackboards… it doesn’t matter, I am
a big fan of mind maps and user journeys as they allow me look at
the bigger picture and zoom in when necessary, whilst connecting
all the dots.
THIS IS HOW MY NOTEBOOK LOOKS LIKE:
To-do- lists and taking notes is the best way to keep my mind free
for ideation while maintaining order.
M
J
A

ABOUT MY BELIEFS
● Is
there
any
data
we
could
use?
● What
is the
comp
etitio
n
doing
?
● What
have
they
done
before
?
“
Creative without strategy
is called “art”, creative
with strategy is called
“art-vertising”.
- Jef I. Richards (with my twist)
I believe strategy and creativity
should always work together as
disciplines; it’s the only way to
deliver strength and perspective.
“
“
The true sign of
intelligence is not
knowledge but
imagination.
- Albert Einstein
“
I believe everything is “learnable”,
but. there are things (such as
imagination), that is a gift I have
to nurture. Everyone is born with
this gift, it’s just about not
forgetting it exists, having fun
with it and making the best
out of it.
“
Remembering that you are
going to die is the best way to
avoid the trap of thinking you
have something to lose.
- Steve Jobs
I believe in putting my heart
and soul into everything and
take risks, otherwise there is no
excitement left in life. I believe
the best learnings come from
trying, whether it works or not.
“
M
J
A

MY FOUR BASICS
● Is
there
any
data
we
could
use?
● What
is the
comp
etitio
n
doing
?
● What
have
they
done
before
?
1 2 3
THINK FIRST
Ideas take the most time to
draft; design, copy and
other technical assets
should go after the idea
which inspires all these.
ALWAYS ASK
WHY
There can be amazing
ideas, but if they don’t add
comply with the objective,
should be kept in the
drawer for the future
(there’s no such thing as
disposable ideas).
TELL A GOOD
STORY
Half of the selling point is
the idea, the other half is
how you tell the story that
supports it.
4
WORK AS A
TEAM
Although I understand the
basics, I am no developer
nor a designer, so I rather
ask than assume that I
know it all. Humility is key.
Plus, the best ideas come
out of diversity.
M
J
A

NOW THAT YOU KNOW ME
A LITTLE BETTER...
● Is
there
any
data
we
could
use?
LET’S
● What
is the
comp
etitio
n
doing
?
● What
have
PLAY
they
done
before
?
M
J
A

WHAT W ULD
Y U D ?
AN MJA PRODUCTION
M
J
A

RULES
F THE GAME
1.
2.
3.
I will present a scenario with three possible answers. Take a minute to think about it and select your
prefered answer.
I will reveal which was the pitch winning idea for each scenario.
If you choose my solution to the majority of the scenarios, we should definitely chat. If you didn’t, I would
love to discuss further, so either way, give me a call.
MEET THIS EPISODE’S SPECIAL GUESTS:
Powered by MJA

ARE Y U
READY?
Powered by MJA

SCENARI
UNO:
There are 50 video game
enthusiasts that identify
themselves as “Rioters”,
expecting an amazing
Christmas party by the
end of the year.
A)
B)
C)
WHAT WOULD YOU DO?
G !
You invite them to a fancy dinner at the local aquarium, closing the main
attraction exclusively for them.
You plan a time travel experience from Atari to the latest PlayStation,
recreating different eras inside cargo containers and making a friendly
tournament out of it.
You invite a fancy chef to the office to cook for them and create a
signature cocktail in their honor.

SCENARI
UNO:
B)
You plan a time travel
experience from Atari to the
latest PlayStation, recreating
different eras inside cargo
containers and making a
friendly tournament out of it.
WHY?
Rioters are not easy to satisfy, as they have very specific likes and dislikes and they call
themselves “introverts”. For Christmas 2019, they tried the aquarium idea: the party was
over by 10:00pm. This is why we went simple and straight to the point: they like video
games. Which ones? All of them…
HOW?
The idea consisted on placing 6 containers representing different eras (from the 70’s
until today) dressed up and filled with the iconic video game consoles representing each
era. Forming teams of 5, the Rioters’ mission was to go through each container playing
their best game to gather Riot Points, being able to follow their progress in a huge score
board outside the containers, where they could also find delicious gourmet hot dogs and
beer. By concurring each container, the winner team would be awarded with the “Legend
of legends” (inspired in their signature game League of Legends) award, plus 5 extra days
of holidays.

SCENARI
DOS:
Germans are not aware
that the textile industry is
the second biggest
polluter in the world. You
have to raise awareness
and promote responsible
consumption now!
A)
B)
C)
WHAT WOULD YOU DO?
G !
You create a fake pop-up store that will take people through an
interactive / personalized experience were people will select the amount
of garments they have to measure their personal carbon footprint and
make it viral.
You make a huge social media campaign and create an army of people to
go look for clothes in landfills as an attempt to save them.
You send a special package to specific influencers with the message
“This is why your closet is trying to kill us”, an informational pamphlet
inside and a product sample.

SCENARI
DOS:
A)
Create a fake pop-up store that will
take people through an interactive /
personalized experience were
people will select the amount of
garments they have to measure
their personal carbon footprint and
make it viral.
OTHER MATERIALS PRODUCED:
TVC script, website, runway launch.
WHY?
I want to reach people that already have the “shopping” mindset and lure them into an
exclusive, one-time-only pop-up store. Instead of leaving the store with a bag of new clothes,
they will leave with a bag that will have a sample of Vanish inside. If using Vanish makes
your clothes look like new for longer, then can go shopping over and over again in our own
closet and change the cycle.
HOW?
Inside the store, there will be clothing racks with only one type of garment per
space: a pair of jeans, a white shirt, a fancy suit or classy dress, and so on. Above the
garment, the customers will find a screen asking how many garments like that
they had in their closet. By following a path, they will walk around the store where
they will see informational quotes like “Did you know we use our garments an average of
7 times before throwing them away?”. Before reaching the final counter, they will get
their carbon footprint result on a giant screen and a projection of the amount of
clothes that end up in landfill based on their habits. Before they leave the store,
they will be given a shopping bag with a sample of Vanish to take better care of their
clothes so they can last for longer.

10
IDEAS
VANISH - RB
M
J
A

SCENARI
TRES:
There’s a huge concert,
hundreds of people and
you want to get to know
them better whilst offering
them a good chill /
unforgettable time before
the concert starts…
A)
B)
C)
WHAT WOULD YOU DO?
G !
Take out a t-shirt gun, start firing branded shirts as people come into the
venue and then ask them if they liked it.
Create a relaxed lounge environment with free drinks and a “Last one
standing” interactive game people can join through their mobile to win
from signed albums to meet and greets with the artist on the spot.
Offer 2x1 drinks in exchange for their email outside the venue so they
can come in hydrated.

SCENARI
TRES:
B)
Create a relaxed lounge environment with
free drinks and a “Last one standing”
interactive game people can join through
their mobile to win from signed albums to
meet and greets with the artist on the spot.
OTHER ASSETS PLANNED:
Interactive totems, branded vans,
Coca-Cola Music App.
WHY?
Coca-Cola wants to get to know their consumer better, so basically they were looking for
data. What was the great thing? Coca-Cola being Coca-Cola, already had so many things we
could use: wasted space inside the venue, free merchandising, meet and greet passes and
obviously, unlimited drinks.
HOW?
We created the Coca-Cola lounge inside 2 of the most popular concert venues in Mexico,
and everyone could enter but it wasn’t that easy. First they had to approach the totems
inside the venue. By giving their name and mobile number, they could access a quick
trivia game. By answering correctly, they received an access code to get into the
lounge. Inside the lounge, besides getting unlimited drinks and food, they could complete
their registration by adding their email to enter “The Last one standing” trivia and
connecting their mobile phones to the TVs via unique codes. Questions would pop up and
the contestants had seconds to answer correctly. If they had one wrong, they would be
disqualified. Questions would get harder and harder and continue to appear until we had
the last one standing that would be the winner for a meet and greet with the artist.

10
IDEAS
2019 Last One Standing meet and greet
winners with the Jonas Brothers
VANISH - RB
M
J
A

SCENARI
CUATRO:
You sell cookies, and have
many concert tickets to
give out but you are tired
of radio contests because
they don’t represent any
sales increase for your
cookies...
A)
B)
C)
WHAT WOULD YOU DO?
G !
Make people collect the product’s boxes and whoever has more by the
end of the contest, wins the tickets.
Make a live streamed cookie eating contest and pay the media
consequences later for promoting bad eating habits in the leading
country in child obesity and diabetes.
Create a digital queue where people can jump spaces by scanning unique
codes inside the product’s pack, inviting friends and sharing on their
Facebook profiles.

SCENARI
CUATRO:
C)
Create a digital queue where people can
jump spaces by scanning unique codes inside
the product’s pack, inviting friends and
sharing on their Facebook profiles.
OTHER MATERIALS PRODUCED:
Interactive banners.
WHY?
It’s a known fact that queues are annoying. No one likes waiting and it’s even worse when
someone cuts in line because “they’re friends”, but we have all done it at least once. This
time we wanted to create a queue where yes, you can cut in the line, but you also have to
fight to keep your spot.
HOW?
Bimbo Mexico wanted to stop doing radio contests, get into
the digital world and of course, improve sales of their Bites
cookies products. The journey started by registering in a
landing page to gain access to the queue. Once the users
were in line, they had to open the marked bags to find the
unique codes. Entering a code would move them 3 spots
ahead, sharing on Facebook 2 spots and finally, inviting
friends to enter the queue they would jump 5 spots and
their friend would start the line one spot behind them. By
the end of the contest, the first 25 places won the tickets.

SCENARI
CINCO:
WHAT WOULD YOU DO?
G !
A football team with the
biggest fans club in Mexico
is going to celebrate 60
years of their first game
and they want to thank
their fan base.
A)
B)
C)
Build a special football court that will incline towards the loudest side of
the stadium, giving their team a huge advantage, and connecting it to
Twitter so fans all over the world can participate by using specific
hashtags.
Launch a limited edition line of clothing celebrating their 60th
anniversary.
Creating a contest on Facebook to take 10 winners to a private tour in
the stadium.

SCENARI
CINCO:
A)
Build a special football court that will incline
towards the loudest side of the stadium,
giving their team a huge advantage, and
connecting it to Twitter so fans all over the
world can participate by using specific
hashtags.
OTHER MATERIALS PRODUCED:
Website, live stream, “find your picture”
feature.
WHY?
What better way of recognising the best fanbase in Mexican football than giving them an opportunity
to demonstrate their biggest rival what they are really made of? By creating an interactive event, we
would give them the opportunity to prove why they are the best fan club in Mexico, scream their lungs
out, Twit their fingers off and make them a part of the match and the team.
HOW?
By building a special court with hydraulic jacks underneath,
and placing huge screens to make visible the decibels in each
side of the court making it incline towards the loudest side,
giving the team a huge advantage. Since we know Tigres has
a fanbase all over the world (including Adam Sandler and Rob
Schneider), we wanted to give them a chance to participate
by joining the livestream through Twitter and twiting their
fingers off with the hashtag #SomosTigres (#WeAreTigres).
The opposite team, Rayados de Monterrey, could also join and
scream for their own team… in the end there is only room for
one when it comes to THE BEST fan club in Mexico.

#SomosTigres

THANKS FOR PLAYING!
This episode was recorded previous to
the COVID-19 outbreak. Many
executions were aected, but no one
got harmed.
Don’t miss the next episode with more
from our special guests:

BACK TO REALITY…

HERE’S WHAT SOME OF
MY COLLEAGUES THINK ABOUT ME
● Is
there
any
data
we
could
Working with Majo was, without a
Majo makes things happen. Her
“Majo is a natural creative. Why do I say
use?
doubt, an incredible experience. We
organizational skills mixed with
that? There is a false perspective from
● What
went through a lot of ups and downs in
her creative mind led to great
some creative minds that think a
is the
comp
etitio
n
doing
the company, but we always came
through as a team. Her leadership,
patience, and creative capacity opened
up a whole new spectrum of
possibilities for me that boosted my
ideas that charmed and excited
the clients every time. She had
fun with her job, but also always
managed to deliver with the best
quality. She is very fun to work
strategist work is not creative. But this is
because they’ve never worked with
Majo before. Her creative paths and
insights make a very clear way towards
great ideas, and that is the main job any
?
growth not only in a professional way,
with, and a true team player.
creative has. Today more than ever we
● What
but also on a personal level.
need to be creatives with many other
- Emily Walker, Senior
qualities, and Majo is a perfect example
have
- Amaya Martínez, future Interactive
Business Manager, Publicis
of that. She researches, teaches,
they
Producer, MediaMonks Mexico.
Group Sydney
manages, writes and creates.
done
Currently Digital Strategist,
before
Kamikaze Lab Mexico.
- Saymon Souza, Senior Art Director,
?
Wunderman Thompson Dubai
“
“
“
““
“
Feel free to reach out to any of the people
quoted above for further reference.
M
J
A

SO… WHAT DO
YOU THINK?
LET’S
GET IN
TOUCH!
majo.amezcua@gmail.com
06 2924 7626
Want to know more? Click here

THANK YOU!
MARIA
JOSE
AMEZCUA