Sonae Sierra, the manager of shopping centers such as NorteShopping, Vasco da Gama, Colombo, and CascaiShopping, is appealing this Christmas for conscious, thoughtful, and planned consumption. Influencer Madalena Abecasis stars in the campaign, which carries the claim, “Think carefully, give better.”

Combining creativity and humor with real data on Portuguese consumer behavior, the campaign identifies typical profiles and common stereotypes of Christmas shoppers, all portrayed by Madalena Abecasis.

The “remote-controlled” type (who depends on others’ instructions to choose gifts), the “this is for me” type (who picks gifts based on their preferences, assuming that if the recipient doesn’t like it, they’ll keep it), the “influencer” type (who prioritizes the aesthetics of gifts to share unboxings on social media), the “last-minute shopper” (who leaves shopping until the 24th), and the “exchange receipt” type (who buys anything without much thought, relying on the recipient to exchange it if they don’t like it) are some of the characters brought to life in the campaign.

“The ‘Think carefully, give better’ campaign demonstrates the marketing strategy of Sonae Sierra-managed shopping centers, which combines consumer insights with a creative and emotional approach. This enhances engagement with the target audience while reinforcing the brand’s values. The initiative integrates omnichannel communication and contributes to a message of sustainability and reflection in the act of consumption,” says Joana Moura e Castro, Marketing Director for Iberia at Sonae Sierra, in a press release.

The campaign aims to encourage people to reflect on choosing and giving gifts that will genuinely be appreciated, considering that 42% of Portuguese people do not use the gifts they receive, and three million receive presents they do not like, according to the press note.

Created by Born and produced by Mother, the campaign appears on the shopping centers’ digital channels in video format, with adaptations into key visuals that are amplified indoors (via billboards, interactive content, and activations) and online (website, newsletters, social media, and influencer marketing). Communication is also carried out by Madalena Abecasis on her social media channels until Christmas.

The campaign involves various shopping centers, including Atrium Saldanha, Albufeira Terrace, AlgarveShopping, ArrábidaShopping, CascaiShopping, Centro Colombo, Centro Vasco da Gama, CoimbraShopping, Estação Viana Shopping, Fórum Barreiro, GaiaShopping, GuimarãeShopping, MaiaShopping, MadeiraShopping, NorteShopping, Nova Arcada, Parque Atlântico, and ViaCatarina Shopping.