Agency Network: 
July 2017
El Saler: Spring


‘El Saler' Shopping Mall is defined by a key feature: it is the only completely- covered mall in Valencia (Spain) and the surrounding area.

This makes it the perfect spot to enjoy all along the year, with clients able to get the best shopping independently of weather conditions. It is a particular fortress that we wanted to convey in a distinguishing and creative manner.

We launched a season campaign; one print campaign for spring, one for summer, one for autumn, one for winter. And we played with figures, opposing data, such as bad temperatures or amount of rain, to the sum of square meters -47,000 (close to 506,000 square-foot)- of the ceiling over the mall, destined to protect the best shopping plans during the whole year. Hence, the name: not any plan. THE plan.

The aims of the campaign were to be simple, attractive, direct, and with a hint of humor.

Print advertisement created by Estimado Jose Alfredo, Spain for El Saler, within the category: Retail Services.


249 grains of pollen per m3 Vs. 505 903. 790 ft2 of ceiling for your spring shopping.

Advertising Agency: Estimado Jose Alfredo, Valencia, Spain
Creative Directors / Copywriters: Jorge M. Rodrigo, Xamu Olmos
Art Director / Illustrator: Norberto Da Silva
Account Director: Ana Gimeno
Account Supervisor: Blanca Mora
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