#ModoRebajas
EL CORTE INGLÉSTurning a season of discounts into a brand-building opportunity
In a context where health is increasingly associated with emotional wellbeing, self-care has shifted from indulgence to a form of everyday emotional balance.
At the same time, in a price-driven and uncertain environment, consumers are not only looking for savings, but for small actions that help them feel better, regain control and reconnect with themselves.
The challenge was to reposition the sales period as something emotionally relevant beyond price.
We reframed the sales moment as a shift in mindset rather than a purely transactional event.
Instead of focusing on discount communication, we built a narrative framework that positioned El Corte Inglés as a space where shopping becomes a way of reconnecting with personal wellbeing, mood and emotional state.
We created a multi-layered shopping journey built around the concept of mood shifting, allowing customers to move through different emotional states and discover products through curated stories.
#MODOREBAJAS became a creative system that transformed the sales period into an experience-led journey, where each touchpoint reflected a different mood, energy and way of engaging with the brand.
Rather than presenting offers as isolated promotions, the campaign turned them into part of a broader emotional narrative.
The idea came to life across video content, graphic systems, radio, in-store activations and digital extensions, creating a consistent but flexible ecosystem that connected all brand touchpoints.
Creative Director and Art Director: Natalia Arias - Sr. Copywriting: Mariola Caeiro - Account Manager: Alejandra Arriaga de Paz -
Filmmaker: Andrea Micheloni - DOP: Daniel Mere - Production: In My Mind - Styling: Berta Abascal
Filmmaker: Andrea Micheloni - DOP: Daniel Mere - Production: In My Mind - Styling: Berta Abascal
PRINT ADS
Creative Director and Art Director: Natalia Arias - Sr. Copywriter: Mariola Caeiro - Photographer: Gorka alba del valle - Account Manager: Alejandra Arriaga - Styling - Berta Bascal - Set design: Paloma Varaz - Make up: Jose BelmonteHair: Manu Fernandez
@2026