Portugal back-to-school campaigns emphasize mental‑health tools and epic advertising

Portuguese stationery brands Note! and Zippy teamed up with pediatrician Dr. Mário Cordeiro to launch a school‑supply line featuring the “Monsters of Emotions”. The collection embeds emotional‑wellbeing messages in lunchboxes, notebooks and other items, aiming to help children recognise and express feelings as they return to class.

Online retailer Wook introduced the “Bruxa” campaign, turning the purchase of school textbooks into an animated, action‑filled adventure narrated by a father. The spot was created by the agency Coming Soon with animation by Show Off/Mola, and its director Marcelo Lourenço said the goal was to cut through the “noise” of the competitive back‑to‑school market.

Both initiatives reflect a broader push by Portuguese retailers to differentiate their back‑to‑school offerings through creative storytelling and a focus on children’s mental health.