Magalu Celebrates the Magic of Brazilian Christmas

​Ogilvy Brasil has launches Magalu's Christmas campaign. With integrated creative and strategic approaches, the agency takes the lead in designing a platform that values the country's culture and the rituals that make Christmas unique: the full house, the unwavering humour, the music that brings everyone together, and the aesthetics that connect us emotionally. The starting point is clear: more than just a date, Christmas in Brazil is about human connections.

To materialise this vision, Ogilvy created its own visual language inspired by Brazilian tiles, an element that blends affective memory and sociability, and constructed narratives in long takes that traverse houses, neighbourhoods, and traditions. The soundtrack received a reinterpretation of the Christmas classic, with an original version in the 'Magalu style,' made to be recognised, sung, and shared throughout the country.

The campaign unfolds in three films that stem from the same idea and connect through the world of tiles. In the institutional film, narrated by Lu, everything that makes us feel at home reappears as an invitation to memory: the table that's only worthwhile after a photo, the caramel-coloured dog that never stops moving, the exchange of gifts, and video calls with those who are far away. In a long take, the camera moves across the tiles and reconstructs, with affection and humour, what the public recognises every year, culminating in the tagline 'The Magic of Brazilian Christmas'.

The promotional film maintains the same visual style as the tiles to reinforce, in a direct and engaging way, that purchases can be made in up to 21 interest-free instalments, both in-store and via the app, with fast delivery and all the benefits of end-of-year promotions, in addition to an activation with coupons throughout the period.

In this entertainment and music film, the narrative wanders through houses and neighbourhoods to the sound of the new version of the classic song, playfully featuring characters and situations that are typical of the country (from the curious aunt to the family karaoke, from the delivery person who arrives on time to the secret Santa) until Lu drives the illuminated van, spreading the Christmas spirit through the streets.

The campaign's music will be amplified by the brand's ecosystem: Magalocal , stores, and Spotify join the chorus to bring the soundtrack to the public, inviting everyone to experience and share the sound of Magalu Christmas for all Brazilians to enjoy.

"From strategy to aesthetics, from soundtrack to films, Ogilvy leads a proprietary platform for Magalu's Christmas, updating iconic Brazilian themes and transforming the season into a vibrant and shareable experience: at home, in stores, on social media, and in the streets. It's Brazilian Christmas, our way, with Ogilvy's creative signature," celebrate Giovanni Ghilard and Ivon Neto, creative directors of the Magalu division at Ogilvy.

“Christmas is one of the most important dates for retail, and we want to emotionally engage the customer, but without forgetting that this moment is also a driver of conversion. That's why we decided on two versions of the film, one conceptual and the other promotional, which highlights our offers and payment terms, with a strong focus on sales,” says Aline Queirantes, marketing director at Magalu. “Our strategy is to bring our consumers closer and create bonds with what is most genuine about the Brazilian holiday season, and the narrative elements we use will certainly resonate with viewers in various ways, as well as encourage purchases.”