The campaign developed for Braga 25 by Design by OOF was honoured by the Graphis Awards in the Design category.
The Graphis Awards have been awarded annually since 1952 to the best design, photography, illustration and advertising projects from around the world. The “Design Annual” award is part of the Graphis competition that honours particularly talented work in the communication design category.
Since 2018, Design by OOF has been collaborating on Braga’s bid to become European Capital of Culture 2027. At the press conference announcing Évora as the winning city for European Capital of Culture 2027, the Ministry of Culture announced the creation of the Portuguese Capital of Culture in recognition of the work done by the finalist cities – Aveiro, Ponta Delgada and Braga.
With the reduction from a European scale to a national one, a reflection and reformulation of the project began. To communicate this new phase of transformation and change, a multi-media campaign was prepared and the entire image of this application was reformulated.
“There’s always a plan B” was developed in collaboration between Braga 25’s communications team and Design by OOF. The concept was designed to convey an idea of hope, that even when the objectives of the candidature were not fully met, the city was able to create a quality alternative and start implementing the new title, created by the ministry, and understood by the city another way of celebrating culture, this time on a national level. To reinforce the idea of “Plan B”, words beginning with the letter B associated with characteristics or expressions unique to Braga were used, such as Bananeiro, Begueiro or Bimilenar. The photography and video were inspired by these words, and several 3D “B” letters were developed to reinforce the new objectives.
Braga 25 is a year-long cultural initiative that will take place in different parts of the Braga municipality throughout 2025. In that year, we want to celebrate national artistic creation, in conjunction with the inhabitants of Braga and its cultural agents, without losing the connection with Europe.