• Castellana Properties has launched a brand new ESG campaign at selected shopping centres, spanning a range of activities from digital communication to a Frozen-inspired live-action show

• The campaign will run at six of the company’s shopping centres throughout September and October 2024

Castellana Properties, the specialist listed retail property firm, has unveiled “The Origin of Ice”: an innovative ESG campaign designed to educate visitors about responsible water consumption and accelerated ice loss. The initiative will bring an action-packed programme of interactive and educational events to six shopping centres throughout September and October, bringing visitors up to speed on the urgency of protecting this vital planetary resource.

“The Origin of Ice” is a multiplatform campaign designed to grab the public’s attention and deepen their understanding of water scarcity: a critical challenge for our world. The campaign could not be more timely; water conservation is an increasingly pressing issue in Spain, and there is an urgent need for more efficient management. Through a range of digital formats, visitors will discover the impacts of glacial melting at a global level, and how it directly affects the animal species living in icy regions, putting some — including polar bears, penguins and arctic ringed seals — at risk of extinction.

To wrap up the campaign, a live-action show in homage to Frozen will channel the magic of the Disney phenomenon to spotlight the campaign’s key message: we must look after our hydrological resources and take action to slow the melt.

Speaking up for the planet

“The Origin of Ice” is the latest in a series of pioneering campaigns masterminded by Castellana Properties as it asserts its leading position in the retail sector, focusing on a founding commitment to premium retail spaces that deliver benefits for communities and the environment.

Julio García, COO of Castellana Properties, remarked: “With ‘The Origin of Ice’ we want to get visitors thinking about the importance of water in our lives and the need to use it responsibly. It’s not all facts and figures; the campaign is designed to entertain and deliver a unique visitor experience, while building on our commitment to sustainability and to speaking up for the planet. The initiative embodies one of Castellana Properties’ core values, which is creating a positive impact in the regions and communities where we work. Water resources in Spain are under growing pressure. This is not some abstract problem, but a present reality with serious implications for communities and our future. To preserve this vital resource, we must act now. Every drop matters, and by working together, we can make a difference.”

“The Origin of Ice” is coming soon to the following Castellana Properties shopping centres: Los Arcos (Seville) from 7 September, Vallsur (Valladolid) from 14 September, Bahía Sur (San Fernando, Cádiz) from 21 September, Puerta Europa (Algeciras, Cádiz) from 28 September, Habaneras (Torrevieja, Alicante) from 5 October and El Faro (Badajoz) from 19 October.