Promoting educational and social inclusion through environmental and community commitment

Summary

At a time when many brands talk about sustainability and inclusion without demonstrating it with concrete actions, L’Aljub Shopping Center faced the challenge of turning its social and environmental commitment into something real, tangible, and relevant to its community. The starting point was clear: listen, collaborate, and create alongside those who embody those values ​​every day.

How to communicate a purpose without falling into rhetoric? How to transform a commercial asset into a credible agent of social change? The answer was clear: listen, collaborate and create alongside those who embody those values ​​every day.

Result

At Agencia Sensei, together with Creaktivamente, we developed a campaign that would transform L’Aljub’s social and environmental commitment into a relevant and memorable experience for its community.
The campaign involved recycling an advertising OOH banner from the shopping center itself into 1,200 exclusive bags, handmade by students at the Tamarit Special Education School.
These bags are not just a simple gift: they have established themselves as a true summer fashion icon in Elche, with unique designs every summer that people look forward to, collect, and cherish.

Awards

PUBLIFESTIVAL – Best originality in a project or social action

With this special edition, the initiative combined three objectives into a single proposal:

  • Sustainability, by giving new life to existing materials.
  • Job inclusion, by directly involving young people with disabilities.
  • Community impact, by transforming a piece of merchandising into a story that connects with people.

The bag distribution was integrated into the “After Beach” summer campaign, creating an emotional experience that strengthens the bond between brand and environment. A proposal born from genuine collaboration and designed to leave a lasting impression.