- Bar Aberto— Refreshed by Coca-ColaBar Aberto — Open BarCoca-Cola has a unique space in the Dragon Stadium (of FCPorto Portuguese Football Club), located at the north end which was used for VIP guests. We had the chance to make this space a place that activates the brand in the context of happiness associated with football, an unexpected space open to all.OpportunityCoca-Cola has always tried to be present not only at the point of sale, but in people's lives. This presence is based on creating moments of happiness that perpetuate the emotional connection between customer and brand, in a logic of "ritual creation", "consumer focus" and spontaneous association with the brand. The space at the Dragon Stadium would be an opportunity to create a "bond" between the brand, the club and the fans, in a positive, attractive and special way.Open to youThe name and the architecture of the space suggest a brand literally open. The identity developed refers to an imaginary bar atmosphere. The typography was created exclusively for Bar Aberto, as well as a library of dingbats that relate the space, the football club and Coca-Cola.The identity and dingbats elements are embodied in physical space by the use of various materials such as fabric, polycarbonate, black lights, neon, among others.
- Bring it to light
Light up the space through facilities with essentially neon lights
that not only increase the visibility, but also transform it as a reference
point at the stadium, as an actual "Open Bar".
To become bright
Use of neon lamps, clear, contrasting and flexible light, building
a set of architectural light - the relationship between the space,
the stadium and Coca-Cola.
Happiness that glows
Use of black light lamps with a dual purpose:
- Festive mood. Use of light as an activator element (association with
bars, nightclubs and drinks), which causes excitement: music, fantasy
and fun that involves the guests.
- The black light approaches and relates the blue (of FCPorto football club)
with the red (of Coca-Cola). The chromatic difference is superimposed
by the mood of "Open Bar".
- This work is a colaboration between Pacifica and O Escritório (a inspiring advertisement agency based in LIsbon, Portugal)Creative direction — Nuno Jerónimo, Tiago Canas Mendes, Filipe Mesquita, Pedro Serrão, Pedro MesquitaDesign — Filipe Mesquita, Pedro Serrão, Pedro MesquitaCopywright — Nuno Jerónimo, Tiago Canas MendesProject Manager — Pedro MartinsPhotography — Inês GuedesMotion Design — Tiago CampeãMany thanks to:Inês Simas (Coca-Cola), João Lopes (Praxis),Bruno Alves (FC Porto), Paulo Pereira, Majo Balko, Dalila Maganinho