WYcreative has created the creative concept for the Delta Cafés Official Street at the Festas do Povo in Campo Maior, an intervention that integrates the brand into one of Portugal’s most iconic popular traditions, recognised by UNESCO as Intangible Cultural Heritage of Humanity.

As part of its partnership with Delta Cafés, the WYgroup agency was responsible for the creative development of the brand’s Official Street, drawing on the visual and cultural universe of the Festas do Povo to create a brand presence that respects the identity of the tradition while reinforcing the long-standing connection between Delta and the town of Campo Maior.

For each edition, the streets of Campo Maior are transformed through thousands of flowers and decorative paper elements, all created by the local community. It was this universe, shaped by collective work, creativity and a strong local identity, that provided WYcreative with the starting point for Delta Cafés’ intervention.

The challenge was to integrate the brand into a celebration with an already distinctive visual language, finding the right balance between creativity and tradition. More than simply creating a brand presence, the intervention aimed to respect the popular and community-driven character of the Festas do Povo, while highlighting what makes them unique.

The connection between Delta Cafés and Campo Maior made this challenge particularly meaningful. With a history deeply rooted in the town and its community, the brand found in the Festas do Povo a natural space to strengthen its connection with the region and its traditions.

“Entering the Festas do Povo means entering a tradition that already has an incredible creativity of its own. So our first task was to approach it with respect. To understand how we could add something without taking anything away from what makes this celebration so special. And doing it with Delta, a brand whose history is intertwined with the history of Campo Maior itself, made this challenge even more special. It was a true honour to contribute to bringing even more colour to one of Portugal’s most iconic celebrations,” says Carlos Pontes, Creative Director at WYcreative.

WYcreative’s intervention reinforces a relationship built over decades between Delta Cafés and Campo Maior, through a presence that celebrates the tradition, community and creativity that make the Festas do Povo a truly unique event.