Challenges:

Use Coca-Cola – the bottles, the cans and the ads – as a medium for optimism. Positive thinking and pride had to be found in every Coke in the country.

Key objectives:

Show the people of Portugal that there are reasons to be happy and proud. Open happiness in Portugal.

By creating a new motto inspired in Coca-Cola’s “Open Happiness”.

Abre Portugal (“Open Portugal”) was a celebration of all things Portuguese.

The country’s heroes and symbols were used to make big, bold and colorful illustrations that captured the Portuguese spirit.

By bottling the nation we created a mix of positive references used to freshen up the Portuguese mood and remind us of the great achievements of the past.

An exclusive collection of cans accompanied this initiative. In them we could see drawings of Portuguese monuments picked online by the public.

This colorful occupation of all of Coca-Cola’s materials created a great impact on the brand, but also the cities — in Lisbon, the iconic yellow trams were decorated with these unique drawings.

To celebrate all of this a special kit with three limited edition cans and the drawings was produced.

And the Portuguese, even if just for a brief moment, felt better about themselves.