Business Tourism: a Love Message from Ofelia de Souza

Our long-standing relationship with Porto Tourism Association (ATP) goes back several years, so when we were invited to develop their new business tourism promotional campaign, we were genuinely excited. The character of Ofelia de Souza has become a true milestone in this partnership, appearing in various standalone moments over the years across different communication initiatives.

Her charisma won over audiences from the very first film, and her visibility was extensive. When the time came to make ATP’s next business tourism promotional campaign, it was unanimously agreed that Ofelia should lead a brand-new adventure.

Some say that planning an event these days is a task for… sprint runners! Exhausting!

Ofelia de Souza in “The Big Trend, by Ofelia de Souza”

For us at Kobu, nothing could have been more enjoyable. We are true fans of Ofelia de Souza, and crafting a new film for business tourism within her universe was an absolute delight. Naturally, new challenges arose, from responding to the brief to meeting the evolving communication goals of the campaign, but we embraced them wholeheartedly. We built a narrative that both expanded and deepened the Ofelian universe we value so much, allowing us to bring something entirely new to life through a character who already feels wonderfully familiar.

our approach to a business tourism film campaign

• Promotional Film:  creative concept; character design; script; storyboard; pre-production and co-production; direction; art direction 
• Digital Campaign: actionable campaign toolkit including digital advertising templates, social media templates, copywriting guidelines
• Campaign Launch Materials: teaser, trailer and microvideos

Briefing: What matters in BUSINESS TOURISM today?

The briefing called for a creative concept that could go beyond showcasing the region’s infrastructure. It asked us to highlight the importance and impact of the human factor and the transformative power of the MICE sector.

Since this campaign would naturally be an extension of the previous one, in which “The Majestic Adventures of Ofelia de Souza” took centre stage, our goal was for the two campaigns to complement each other without repeating themselves.

To achieve this, we decided to delve deeper into the narrative and personality of Ofelia’s wonderfully charismatic character, preserving her disruptive spirit, the element of surprise, and her razor-sharp humour, while avoiding clichés. We also couldn’t lose sight of the fact that this piece would, above all, serve as a communication tool for business tourism. It had to be conceived with versatility in mind, ensuring it was suitable for a wide range of contexts, from trade fairs and presentations to email marketing, social media, and landing pages. It was essential that the film could be easily adapted into shorter formats like teasers, clips, and so on, without losing its focus or meaning.

So, we followed the same creative process as before, diving straight (and enthusiastically!) into the immersion and brainstorming phase for this “Ofelia 2.0” version. The choice of locations and other production details would come next, with each ingredient playing an essential part in ensuring the success of the final piece.

resetting trends in business tourism

Business tourism is a lively, highly innovative and dynamic industry. The fast-paced nature of the sector demands that one always stay up to date, constantly aware of what’s new, different, and above all, in tune with the latest trends. And that was precisely where we chose to pause and reflect.

The pressure we all face nowadays, particularly in the digital world, to always be current, connected, visible and engaged with the latest fad, often draws attention away from what truly matters. The values of togetherness and sharing, the magic of real experiences, and the warmth of belonging to a community are so often forgotten, swallowed up by a constant stream of short, disposable content that takes up space, time and attention at the expense of what truly brings us meaning and value. The MICE industry, and its agents and professionals, are not immune to this whirlwind either.

It was from this train of thought that some of the central questions of this creative phase emerged.

What gives real value to an experience?
What makes an experience truly memorable?

The answer came naturally: human relationships. People. More than circumstances, more than spaces and, above all, more than trends, it is people who bring value and meaning to experiences and make them unforgettable. In other words, trends expire, but people are unforgettable.

And that is how the core message and title of the film “The Big Trend, by Ofelia de Souza” came to be. Throughout the script, Ofelia reflects on the (ir)relevance and fleeting nature of digital trends, to highlight the true value of meaningful experiences, in a narrative that takes us through the places, activities and people who make Porto and the North of Portugal one of the leading destinations for the MICE segment.

Ofelier: the right-hand man of business tourism

We knew from the start that we wanted an inspiring, captivating film that would once again bring disruption to the standards of the business tourism sector. To achieve that, we needed to create something new that, while still visually belonging to Ofelia de Souza’s universe, could surprise, introducing a new rhythm, refreshed visuals, and a message fully aligned with the client’s goals for this campaign.

At the same time, the richness and diversity of the destination would once again serve as the backdrop for our story, so here too, we had to avoid repetition, seeking out new landscapes and venues that would stand out with their own uniqueness.

What new doors could we open within Ofelia de Souza’s world?
What aspects of the character and her universe were still waiting to be explored?

Ofelier: Ofelia’s loyal personal assistant had always been there. He was a quiet yet essential presence in the previous narrative, faithfully and diligently carrying out his mission. Ofelier was the perfect character to lead the racing journey we were about to design, as he could bring the visual identity of Ofelia’s universe to a completely fresh narrative that would unfold at a breakneck pace, in true MICE style!

our favourite storytelling tool: clever humour

At Kobu, we love to use humour as a key to making messages and content lighter, more engaging, and more compelling. In this film, humour served to highlight the warmth and that unexpected flair that characterise all human connections. Particularly, we wanted to show that even in a corporate context such as the MICE tourism industry, human connections are what matter most and in Porto and the North of Portugal’s region, it surely adds extra value to its venues and infrastructures.

We structured the narrative around today’s tsunami of digital fads and trends, exploring the theme with moments of exaggeration and a touch of nonsense. Here, Ofelier was essential in adding a visual element of surprise and eccentricity. Through his expressive presence, we travelled not only across the region, exploring its venues and experiencing unique activities, but also through moments of human interaction that revealed the authentic essence of the region.

We reserved for Ofelia the role of narrator. Her unmistakable voice and witty humour invite us to realise that while the world remains caught in the endless cycle of fleeting trends, the Porto and North region discovered long ago the only“trend” that never goes out of style: human connection. Kindness, hospitality, openness, friendliness and cooperation are cherished values that embrace the entire message of the film.

And to underline this “one big trend”, the film couldn’t feature only actors or extras. We needed real people!

the script: a callup to business tourism

The central message of the script focused on the idea that the involvement of business tourism in each destination goes far beyond institutional relationships within the industry. It acts as a true catalyst for change and for building bridges between people and cultures, always placing human connection above any passing trend.

At the same time, we needed to highlight the region’s strengths: its infrastructure, accessibility, quality of hospitality and dining, the diversity of venues, and the wide range of incentive activities available to all event planners.

To balance the tangible aspects relevant to the MICE segment with the emotional power of human connection, we ventured into the heart of the region, exploring the narrative potential of its landscapes, activities, and cultural treasures. Above all, we wanted to bring people and the magic of encounters to the forefront.

We showcased age-old arts and traditions with the Pauliteiros de Miranda, the Caretos de Podence, and the folklore girls of Viana do Castelo. Grand venues such as Coliseu dos Recreios, in Oporto and Theatro Circo, in Braga, opened their doors. We portrayed traditional industries like the hatmakers of São João da Madeira and the black pottery of Bisalhães. We explored breathtaking outdoor sceneries, from the stunning Ujo viewpoint, overlooking the River Tua, to the dazzling vineyards that trace the Douro Valley. And yes, there was even room for the beloved Miranda donkeys!

Each of these highlights was experienced or shown by Ofelier while Ofelia’s voice would describe it, emphasising either the uniqueness of its longevity above any trend, the power of its legacy as a regional cultural trace, its meaningfulness to local communities or the value that emerges from interaction and mutual synergies enabled by business tourism.

Humanising business tourism with a moving campaign claim

Ofelier roamed from the coast to the inland hills, revealing the grandeur of the outdoors, the artistic and cultural heritage, and the invaluable legacy of traditional industries, to create a film that shows a perfect blend of the traditional and the contemporary that caters to corporate contexts and to bleisure moments.

Simultaneously, Ofelia explains how current trends are easily surpassed by the region’s attributes and the human touch of its people, which make it a benchmark in business tourism. Touching on various topics familiar to event planners, from catering to networking, from merchandising to incentives, Ofelia addresses a whole range of issues that speak directly to MICE professionals, with elegance and insight and using her rich vocabulary and lively speech.

In true Portuguese style, the film culminates around a generous table with cheers, toasts and smiles, as Ofelia’s message confirms that beyond division, what truly matters is what unites us all – our shared humanity.

And before closing her final remarks with her signature words (now, in plural), the last phrase becomes the campaign claim:

Trends may fade, but we are forever. Trust us, darling, we know!

Ofelia de Souza, in “The Big Trend, by Ofelia de Souza”

keeping track with the ofelian aesthetic

The aesthetic of “The Big Trend by Ofelia de Souza” naturally carries forward the visual universe created for the first film, “The Majestic Adventures of Ofelia de Souza”. It was, without doubt, a winning formula: the richness of the visual design, from the stage settings and costume choices to the construction of Ofelia’s own imagery, proved essential to the character’s charisma and narrative, while also reflecting the very essence of Porto and the North of Portugal, its industry, strength, dynamism, and irreverence.

However, this new film unfolds in settings and environments quite different from the previous one. We had many outdoor scenes, vast open spaces and wide shots, which could offer fewer opportunities to explore those close-up moments where we could layer in objects to create visual intrigue. Likewise, this time it was Ofelier who took centre stage, while Ofelia appeared more sporadically, giving us fewer occasions to showcase her exuberant wardrobe and accessories. Still, that didn’t stop us from weaving the Ofelian aesthetic throughout every frame, every extra, every detail (hello, Ofelier’s moustache and braces!).

We kept the key pillars of the Ofelian style, such as the Wes Anderson–inspired symmetry, but we also scattered plenty of playful easter eggs throughout the film, like the fire extinguisher detail in the hatmaker’s scene. Other moments were used to heighten the nonsense of fleeting trends and fashions, as in the scene featuring a framed alheira sausage, where no words are needed to get Ofelier’s message across.

A special mention must go to the wardrobe work: over twenty people had to be dressed, each in a costume thoughtfully designed and tailored to their respective scene and message. In some cases, this involved a surprising level of detail, as we can see in the girls performing a TikTok dance, in the lady proudly holding a bowl of papas de sarrabulho, and even in our four-legged guest star, Poppy the dog!

the best partner trove

If there’s one thing we truly value at Kobu, it’s good partners: people who are easy to work with, who we can trust, with whom we can exchange perspectives, align goals, and move forward in consensus, side by side, with mutual respect, all in pursuit of the best possible outcome. And if we can share a few laughs and have fun along the way, so much the better!

We found all of that in our partners for this film. With Probably Films, we shared production duties and developed a close collaboration between teams over several months. They’re skilled and wonderfully generous professionals, incredibly agile at all times, and for whom no setback on set can’t be solved with a strip of tape!

Stage design was once again in the hands of Joaquim Szktutnik, who, among many other things, brought to life our vision of a statement alheira sausage using nothing less than a large dose of persistence and… a hot glue gun!

Wardrobe could only have been entrusted once again to Vera Deus, whose challenge this time included dressing Ofelia, Ofelier, and another twenty people. Last minute fittings may have happened to make sure no detail was left behind!
And, to complete the returning dream team, hair and make-up were handled by Zé Carlos Taipa (the only hands capable of creating Ofelia’s iconic hairstyle!) and dear Tinoca (master of Ofelier’s impeccable moustache!).

pre-production challenges: devising plan a to z

The briefing asked us to reveal the undiscovered, authentic and picturesque side of the Porto and North region. The aim was not only to showcase its geography and infrastructure, but also the people who bring these landscapes to life. Less famous, deeply inland areas such as Bragança or Miranda, as well as more central locations like São João da Madeira or Santa Maria da Feira, hold heritage, crafts and traditions whose uniqueness adds precious value and distinction to this remarkable destination.

Designing a route that could encompass every location and capture all the customs, culture, activities and venues on our list was a major challenge. We carried out an extensive recce to identify the best angles, refine the schedule and anticipate the ever-unpredictable weather. From the outset, we coordinated closely with our partner teams, especially Probably Films, with whom we made the key decisions regarding shooting order and specific setups. Stage design and wardrobe were also brought into this pre-production phase so we could begin selecting props and costumes in context and fine-tune every spatial detail.

We visited locations as varied as the rapids of the River Paiva, in the Arouca area where Just Come Adventure Tours were essential in helping us plan the shooting day, to the small pottery workshop of Mr Abílio Ferreira, a hidden gem on the Pottery Route in the municipality of Barcelos, and even the charming Donkey Conservation Centre in Miranda, nestled in the beautiful heart of Trás-os-Montes – shoutout to the sweeteast donkey, Urze, who offered us a perfect shot on the same day we met her!

Production chaos and … action!

Anyone who works in production knows that no matter how prepared you are, chaos will always find a way to appear (and invariably at the most important moments and the least convenient times!) Even so, preparation is essential to minimise risks, prevent disasters, and plan alternatives and solutions. In other words, you need a shooting plan… and a crisis-management plan!

One of the most demanding situations we faced happened at a single location where we spent the entire day filming. Between production and filming crews, wardrobe and make-up, technicians, extras and actors, we had dozens of people to coordinate between the set and backstage. And despite having tested the space and booked it in advance, we still had to troubleshoot sound issues, navigate scheduling constraints, deal with communication gaps, and tame one particular hairstyle that refused to behave!

But of course, it wasn’t all setbacks. We also enjoyed the exquisite sweets from Indústria à Mesa which, besides being works of art for the eyes, are absolutely delicious. No way were we letting those go to waste! In fact, we remained mindful of sustainability throughout the production. In the scene referencing the movie “American Beauty”, we wanted to illustrate wasteful catering in a fun way and needed to exaggerate the number of containers to create the rain and bed of roses effect. So we had a good laugh dropping half a dozen boxes onto Ofelier and let the post-production team work their magic, multiplying them into an avalanche of fake packed lunches!

These were incredibly intense filming days, with long hours and large teams involved. Coordination and adaptability were vital to keeping everything on track. But, all in all, we consider ourselves very lucky, because we work with the best. Resilience and teamwork were the secret ingredients, and the cherry on top? A consistently good mood.

It was that good humour that outshone the tiredness and gave rise to moments like the scene where Ofelier walks past the framed alheira sausage (a clear nod to Comedian, the famous banana taped to a wall) and blurts out an expletive with total spontaneity. Say, whaaaat?! We laughed so hard that it wasn’t scripted at all, but it fit perfectly! Ricardo, our beloved Ofelier, fully immersed in the metaphor of the scene, instinctively captured the absurdity of one of the decade’s most viral trends, with a very Northern, wonderfully authentic swear word. As Ofelia would say “Top-notch!”

Ofelia de Souza: an ad pearl in business tourism

Reviving Ofelia’s universe to produce “The Big Trend, by Ofelia de Souza” was once again a challenging and rewarding process, and we couldn’t be more proud of the result.

Having the opportunity to make this promotional film comes as a confirmation of our successful approach to business tourism advertising, showing how we can combine humour and irreverence with dynamic and rich visuals and convey such important ideas to the sector. The final result is a film that speaks directly to event planners, displaying Porto and the North of Portugal’s tangible and intangible richness, alluding to the diverse potential of the experiences it can offer to the MICE industry. 

Ofelia de Souza ends the film with the most important message:

In a world that often feels divided, come celebrate our shared humanity and join us in a toast to what unites us. Trends may fade, but we are forever!

Ofelia de Souza, in “The Big Trend, by Ofelia de Souza”

And, once again, only after being immerse in nearly four minutes of Ofelia’s words and Ofelier’s stunts, we realize that not even once has she mentioned the region’s name. Because some places are always on trend.

#trustofelia #trustusdarling #thisfilmwashumanmade

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