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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

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  • 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

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    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

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    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

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Home News

Coca-Cola revives old crafts and reveals unforgettable tastes of Serbia

Culture and tradition of Serbia inspired one of the most famous brands of the world

05/06/2018
in News
2 min read
Coca-Cola revives old crafts and reveals unforgettable tastes of Serbia

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Serbia is famous for its rich cultural and historical heritage, and is particularly proud of its cuisine, old crafts and music. That’s exactly what people want to safeguard from oblivion and to pass it down through generations. On the other hand, Coca-Cola is recognized as a global brand that brings innovations and new trends, and whose campaigns constantly surprise us anew.

But how should a mix of local tradition and modern brand look like, and is it possible to connect them into something unique, while retaining their specificities? Coca-Cola’s series The unforgettable tastes of Serbia shows this mix and creation of something new through unusual gastro adventure. 12 episodes broadcast on Coca-Cola’s Facebook page showcase homemade cuisine typical of individual parts of the country, which inspired Coca-Cola to give them a contemporary note. And you can really see how authentic Serbian specialties are – samsa, belmuz, sufnudle, bulgur and many other authentic dishes preserved from oblivion.

During this trip and discovering of unforgettable tastes and dishes, Coca-Cola also found inspiration in traditional crafts.

“Our tradition is an inexhaustible source of inspiration and ideas. Thus, the first handmade billboards inspired by our cultural heritage were created. A kind of knitted, woven, embroidered billboards, and the first large format embroidery that innovatively integrates old crafts with modern communication. They are located in four cities, in four regions of Serbia, and these unique works will soon be showed to all citizens of Serbia, who will find out more about how they were created,” said Tanja Petrović from Coca-Cola.

Unique billboards are the result of months of work by representatives of old craft associations and according to the creative idea of ​​the team of agency McCann Belgrade. “The idea arises from the desire to bring local spirit, tradition and art to the pop-culture of the present to which Coca-Cola belongs. We wanted to get out of the classic communication channels and to make a modern tribute to our tradition,” added Jelena Lešević, account director of the agency McCann Belgrade.

This hand-crafted masterpieces were premiered at the Konak kneginje Ljubice in Belgrade on May 19th, during the Night of the Museums. Visitors had the chance to try their skill at traditional crafts, and to see what the gastro tour of Serbia looked like.

Tags: Coca ColaMcCann BelgradeThe unforgettable tastes of Serbia
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