When Time Out Market Porto set out to win the city’s locals, the approach had to be genuine. Porto is not a place that easily embraces imported ideas or empty promises. If the goal was to make locals proud, the city itself had to take the lead.

Through an open casting call, we brought together real portuenses, people who carry the spirit of the city in their voice, attitude and stories. The project found its voice in a poem written and performed by Capicua, spreading through the streets of Porto and across social media.

What started with scepticism quickly turned into pride. The initiative resonated with locals and exceeded expectations, with sales reaching 10 percent above forecast, outdoor media generating 2.5 million contacts and digital channels achieving more than 5 million impressions.