About the Project

Development campaign assets for Shopping São José’s 2014 Christmas. The goal was to communicate a “double” retail promotion: a Gift with Purchase for instant gratification and a Sweepstakes to generate high-value aspiration.

The Promotional Mechanics

The information hierarchy was designed to clearly explain the two participation tiers:

Gift with Purchase: For every R$ 400.00 spent, the customer received a Panettone in a collectible tin.

Sweepstakes: For every R$ 150.00 spent, the customer received coupons to win two Citroën C3 cars.

The Visual Strategy

For the theme “A Surprising Year-End,” we aimed for a classic and engaging aesthetic:

Focus on Gifting: The artwork is “wrapped” in a textured red ribbon crossing the layout, symbolizing the mall itself as the gift.

The Wreath as a Stage: We used a richly detailed Christmas wreath (pinecones, ornaments, snow) as a central frame. It highlights the prizes (the cars and the panettone) at the center of attention, elevating the perceived value of the items.

Traditional Palette: The use of Red, Green, and Gold ensures immediate recognition of the holiday season, making the campaign easy for consumers to understand quickly.

The Result

A visually impactful campaign that encouraged an increase in the average ticket size and customer footfall during the retail sector’s most important season.