La Mercè festivities is the moment in the year when Barcelona takes time out of being a busy, bustling city to become a giant display of traditions and ancient well-loved culture, but also talent, creativity, music and love for the arts. It is when all citizens get together to celebrate the beauty of their city.
The city council asked to us create a campaign that expressed the full range of the festive activities but for this year in particular, they asked us to reflect particularly on the citizenship involvement on the feminist demonstrations that marked 2018 year. La Mercè is the saint patron of the city of Barcelona, and is also a name and figure of a woman.
Together with the illustrator Sonia Pulido, we developed a concept of a strong woman with grounded feet that opens her arms in a welcoming way, and is surrounded with every other Mercè in the city, women of different forms, races and styles, expressing Barcelona's multiplicity and generous culture. There is not one Mercè in Barcelona, there are many, and they all coexist in this colourful cape that the city patron provides to enjoy the festivity.
Taking inspiration on the spontaneous posters that invaded the city streets throughout the feminist demonstrations that occurred during this year, we designed a costume typeface that conveyed the handmade gesture of many of those creative affiches.
Color was itself a vibrant element that played an essential role to visually represent the different activities and it was broadly combined, from the logo to the illustrations. Every event, from music to dance, circus or tradition had it's own Mercè(s) and was illustrated with a vibrant strong character that filled the streets in joyful bliss.
The campaign required a tone which was not only friendly and festive but which also had to convey the idea of coexistence, participation, and togetherness.
In that sense, we used the colourful cape as a graphic element to involve the different pieces throughout the city.