It is the country's second commercial season, it lasts several weeks, and it is played out on a document the brand does not control: the school supplies list.
Two audiences, a single video
That is the difficulty specific to this season.
The one paying is a parent, with a fixed budget and a list to fill. The one refusing is a child, who rejects a colour, a shape or a brand.
The video must therefore convince the adult on price, sturdiness and compliance with the list, while showing an object the child will accept.
In practice: the words address the parent, the image addresses the child.
The list is the campaign
It is the document everything revolves around, and it is supplied by the school.
The most useful content does not present a product: it helps fill the list. Which notebook matches the line "cuaderno profesional", which glue size, which bag size for which age.
Three formats work. The list reviewed item by item, with the equivalences. The comparison between two ranges, to decide what is worth the extra cost. And the shopping filmed in store, from trolley to till, showing the real total.
That content is also worth something out of season: it is reused the following year with a simple change of dates.
The month is long
That is what most brands underestimate.
The season does not last three days: it starts with the school announcements and continues after term begins, because lists get completed once classes have started.
So plan content for the aftermath: the forgotten item, the replacement of what breaks within two weeks, the uniform to be altered.
That is the period when competitors have already stopped posting, and when visibility costs least.
What to film
Five sequences cover most of the season.
The unpacking of the complete list, laid out on a table, with the announced total.
The sturdiness test: the loaded bag, the zip, the notebook open flat, the eraser that does not damage the paper.
The tidying away, which shows the real volumes.
The departure on the first day, filmed without the child's face.
And the feedback after two weeks of use, the most credible format of the whole season.
What parents look for, in order
| Moment | The question asked | The content that answers |
|---|---|---|
| Before the list | What to buy | A filmed summary |
| With the list | What lasts a year | A durability test |
| The day before | What is still missing | A shot of what is left on the shelf |
What to show on a school bag or a pencil case
The weight carried, the seams, the zip opened a hundred times, and the size compared to an exercise book. Those shots decide, not the colour.
What stays out of frame
The child's face, unless both parents consent in writing. A shot of hands and a desk tells the same story and needs no permission.
The creator to choose
A parent, not a person who talks about parents.
The criterion is simple: the person must have the list at home and face the same trade-offs.
Two rules remain compulsory. Identifying the commercial nature, whatever the size of the account. And particular caution as soon as a minor appears on screen: written authorisation from the legal guardians, framing, and duration of use. The applicable rules depend on the medium and the situation, and are checked with a lawyer before the shoot.
Sources
Checked on 26 August 2026. Thresholds and rates change: where this guide and the official source disagree, the official source is right.
