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.
