# Back-to-school campaigns in Brazil and Portugal

> Live situation record from CLSTR: https://clstr.news/situations/back-to-school-campaigns-in-brazil-and-portugal
> Updated: 2026-08-05T19:30:41.000Z. Sources: 7. Developments: 2.

In early August, families in Brazil were coping with the return to school after the summer break, expressing a mix of relief, nostalgia and anxiety. At the same time, Portuguese online retailer WOOK launched a service that streamlines the purchase of school books and supplies by allowing parents to apply vouchers via QR code or manual entry, reducing the need to visit multiple stores.

A few days later, Portuguese stationery brands Note! and Zippy introduced a school‑supply line featuring the “Monsters of Emotions” collection, designed with a pediatrician to embed emotional‑wellbeing messages in everyday items. WOOK also rolled out the “Bruxa” advertising campaign, turning textbook buying into an animated adventure. Both initiatives illustrate a broader push by Portuguese retailers to differentiate back‑to‑school offerings through creative storytelling and a focus on children’s mental health.

## Timeline

### 2026-08-05: Portugal back-to-school campaigns emphasize mental‑health tools and epic advertising

Portugal’s Note! & Zippy launch emotion‑focused school supplies, while Wook’s “Bruxa” ad turns textbook buying into an epic adventure, both aiming to stand out in the back‑to‑school market.

2 sources. https://clstr.news/cluster/portugal-back-to-school-campaigns-emphasize-mentalhealth-tools-and-epic-advertising

### 2026-08-03: Brazil families reflect on back-to-school; Portugal's WOOK streamlines school book purchases

Brazilian families adjust to school after summer break, while Portugal's WOOK eases textbook buying with a voucher‑enabled app.

5 sources. https://clstr.news/cluster/brazil-families-reflect-on-back-to-school-portugals-wook-streamlines-school-book-purchases

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Cite as: Back-to-school campaigns in Brazil and Portugal. CLSTR, https://clstr.news/situations/back-to-school-campaigns-in-brazil-and-portugal