PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Interview

Story behind the project: The One Book for Peace

What you most certainly did not know…

03/08/2018
in Interview
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

One Book for Peace, by New Moment New Ideas Company Y & R, is last year’s best project according to the agency jury. We spoke about it with Jasmina Nikolić, New Moment’s Client Service Director. Jasmina revealed to us that the book attracted the attention of even the British Prime Minister Theresa May! Find out below what else she shared about this multi-award-winning project.

We came up with the idea…

At the regional New Moment team building OHRIDEA, just after winning the Titanium lion in 2013. Having won that first lion for the project of our Macedonian agency’s Joint Prayer project, we continued to think about what else we could do to spread the MESSAGE OF PEACE. A couple of years later, an ideal client appeared, and our previous thoughts came to life in the idea of ​​One Book for Peace, which has won as many as seven Cannes lions so far.

Our guiding thought was…

There is a lot more of what connects us than what separates us. One book for peace brings together the teachings of the holy books Bible and Quran, showing a comparative presentation of the similarity of their messages. By highlighting the similarities, the purpose of this book is to revive the dialogue between religions and encourage conversation among ordinary people.

During the implementation, the biggest challenge we faced was…

The sensitivity of the topic. This is why we have hired an expert in comparative theology Mirnes Kovač, and two theologians, one for Islam and one for Christianity. They were our closest associates, in order to make sure that we do not insult any members of any of the two religions. Also, Al Jazeera was the first to support the project and gave us space for the premier introduction of the book.

The greatest contribution of this campaign is…

The fact that The One become an important topic at numerous global religious conferences, from New York, Turkey, UAE, Vienna to Berlin, that many influential people around the world know about it, that libraries from all continents are asking for it and the electronic version of the book was downloaded in extraordinary numbers.

And it is special because…

Of its simplicity. We decided that the book will be the basic medium for transmitting the message. The book presents ten verses from the Bible and Quran respectively, relating to ten universal topics close to all people of the world: one God, Peace, Justice, Love, Family and Neighbors, the Holiness of Life, Compassion, Forgiveness, Humanity and Hope.

When it comes to our project, we are most proud of…

The global success it has achieved.

If we were to go from scratch again…

We would do everything the same. :)

Throughout the process we learned…

That nothing is impossible.

What you certainly did not know was…

That a letter from the British Prime Minister Theresa May was sent to us to thank us for sending her the book.

In addition to a lion from BalCannes, we have also won…

Seven Cannes Lions, a Gold at Eurobest, an Epica Award, an ICCO PR Award for Best Non-Profit PR Campaign in the world, one Golden Drum, two golds at Sempl, a few golds on UEPS-and a special recognition of the Serbian Public Relations Society.

Check out New Moment New Ideas Company Y&R projects and find out more at www.balcannes.com/agency/new-moment-new-ideas-company-yr/.

Tags: BalCannesBalCannesBalCannesNew Moment New Ideas CompanyOne Book for PeaceY&R Dubai
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