L'Aljub receives Publifestival 2025 award for its social campaign 'This bag has many lives and you live them all'
This recognition reinforces the shopping centre's commitment to inclusion, corporate social responsibility, and sustainability
Todo Alicante
Alicante
Miércoles, 25 de junio 2025, 19:35
The L'Aljub Shopping Centre, managed by CBRE, has been awarded the prize for 'Best Originality in Social Project or Action' at the 2025 edition of Publifestival, the International Festival of Social Advertising, held yesterday at the Pavón Theatre in Madrid. The award was granted for the innovative campaign 'This bag has many lives and you live them all', an educational and sustainable initiative carried out in collaboration with the Tamarit Special Education School in Elche.
This project stems from a solid and long-term alliance between L'Aljub Shopping Centre and the Tamarit school, based on essential values such as social inclusion, sustainability, creativity, and environmental education. On this occasion, what began as an empty space covered by a canvas of over 700 m², turned into a unique opportunity to unite creativity, sustainability, and inclusion. Instead of discarding the canvas, the shopping centre decided to give it a second life, and did so with the help of the Tamarit school students. The result: 1,200 unique bags, handcrafted, encapsulating stories of second chances and commitment to the environment.
Moreover, these bags will not be sold; they will be given to members of the Oasis L'Aljub Club during summer activities. A true symbol of a caring community that believes in the transformative power of small gestures.
With the project 'This bag has many lives and you live them all', the bond between the Tamarit school and the shopping centre has been strengthened. For years, students from this school have been collaborating by creating the merchandising for the Oasis L'Aljub Club in their workshops. Additionally, some of them do internships at the information point.
Daniel Párraga, manager of the L'Aljub Shopping Centre, was the person who attended the gala in Madrid to collect the award. The event, presented by renowned communicator Patricia Pérez, particularly highlighted the project's ability to effectively unite creativity, social responsibility, and environmental awareness.
"This award recognises the effort and creativity we have developed within our 'Destination 2030' project. It fills us with pride because it reflects a joint effort with the Tamarit school, promoting true educational and social inclusion. We deeply believe in the transformative power of small everyday actions, and these bags perfectly symbolise our commitment to the environment and our community," stated Daniel Párraga after receiving the award.
The idea was born thanks to the close collaboration between L'Aljub's marketing department, the creative agency specialising in shopping centres, Creaktivamente, and the strategy agency Sensei (ranked sixth best agency in social communication 2025 in Spain). "An economic asset like L'Aljub Shopping Centre does not communicate with its audience solely through promotions and campaigns but through all its activities; it is an economic agent of Elche but also a social one," comments Sara Pinyana, creative director of Creaktivamente. "With this action, we aimed to clearly show that social communication can be done disruptively and add value to the society that hosts the brand. It doesn't have to be a one-way relationship; brands must generate synergies with their environment to create lasting relationships," concludes Davide Buttazzoni from Agency Sensei.
This recognition consolidates the shopping centre's commitment to corporate social responsibility, sustainability, and inclusion, framed within the 'Destination 2030' project. An initiative aligned with the UN's Sustainable Development Goals (SDGs), especially with goals: number 10 'Reduced Inequalities'; number 12 'Responsible Consumption and Production'; and number 13 'Climate Action'. At the same time, it is part of Caring for Communities, an initiative by CBRE's Property Management area that promotes various ESG actions in the communities where it operates.
It is worth noting that Publifestival is one of the most significant international festivals in social advertising, rewarding creative and effective campaigns that positively impact society.
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