The Great Seaside 3-Day Sale

SM Supermalls has its own team, and that team owns the brief and the creative direction. UNCRTN is the creative execution partner: we take their direction and turn it into finished work.

SM Seaside City Cebu runs The Great Seaside 3-Day Sale as a major sale event, and in 2026 it ran twice. The client set the sale concept, dates and offers for each edition, and every visual had to carry them:

• The dates and the discount. Up to 70% off, in one clear read.
• The prize. A Suzuki raffle ran with each edition, one entry for every P1,000 spent.
• The right mood for its moment. The first edition stood on its own mid-year. The second opened on the same days as the Seaside Holiday Campaign, so it had to sit comfortably beside it.

Starting from the client’s sale concept, we treated the two editions as one sale with two faces: the same name and structure, a different hero object and mood each time.

• A shared frame. Both editions use a deep red ground and a bold serif headline, so they read as the same sale even months apart.
• One hero object per edition. The first edition’s red round glasses with a percent-sign lens say discount in a single image. The second’s oversized red satin bow says gift, so it fits the holiday run-up.
• Build once, size many. Each key visual was adapted to billboard sizes across Cebu, to the banner in front of the Seaside facade, and to animated versions.
• Take the key visual off the page. The first edition’s glasses became CGI floating in front of the mall, and the second edition’s banner took over the facade.

The first edition turned a discount symbol into a pair of glasses. The key visual shows a model in red round frames, one lens struck through with a percent sign, under “amazing finds up to 70% off.” It also carries the extra 10% off for Prestige and SMAC members and the Suzuki Dzire raffle.

The key visual was extended into the space around the mall: red glasses float in the air in front of the Seaside facade, their lenses carrying the dates and the “70% off” line, with the sale’s name in giant 3D letters on the ground. It is the same object as the key visual, so anyone who saw one recognized the other.

The second edition kept the red ground and the serif headline but changed the mood. A model in black holds an oversized red satin bow, a gift for the holidays, under “3-Day Sale, up to 70% off on great finds,” with the Suzuki Fronx raffle in the corner. It opened on the same days as the Seaside Holiday Campaign, so the sale did not compete with the season. It borrowed its warmth.

Both editions were translated into billboard sizes and put up around Cebu, with a large banner billboard in front of the Seaside facade and animated versions for screens. The same artwork then carried through the mall itself.

Inside, the second edition shared the atrium with the Holiday Campaign opening. The sale name appears on standees beside a lit SALE marquee and a Christmas set, with the crowd gathered for the opening.

SM Seaside City Cebu ran its 3-day sale twice in 2026 with two distinct looks, both recognizable as The Great Seaside 3-Day Sale.

• One sale, two faces. A shared red frame and serif headline, with a different hero object and mood for each edition.
• From a screen to the street. Each key visual was sized for billboards across Cebu, the Seaside facade banner and animated versions.
• A key visual that left the page. The first edition’s glasses became CGI in front of the mall, linking the artwork to the place.
• Timed to its moment. The second edition opened alongside the Holiday Campaign and took on its warmth.