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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

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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

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

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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

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

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    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

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    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

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Coca-Cola’s first knitted billboard in the world!

Cabbage rolls or pasta? Vinjak or prosecco? Needlepoint or graphic? Peasant shoes or ballet shoes? Why not both? Does global negate local?

02/10/2017
in News
2 min read
Coca-Cola’s first knitted billboard in the world!

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

The answer to all the above question was given by McCann Belgrade’s new campaign for the Coca-Cola brand that replaced the versus concept with joint one, marrying print and hand knitted in their new billboard. Exciting projects arise when the seemingly incompatible categories get intertwined. Creatives of McCann Belgrade succeeded in doing just that in making this campaign. A world-famous brand, whose logo is known across the planet, with yet another example shows that being great means to recognize true cultural and local values.

“The tastes, the textures, the colors, the fragrances and the areas of this campaign give us a unique feeling – a sense of belonging, and they show how one iconic world brand can and wants to participate in the promotion and preservation of local cultural heritage,” said Dubravka Petrović, McCann Belgrade’s Associate Creative Director.

The campaign is an excellent example of how the media can be used in an innovative and non-commercial way, and at the same time creative and well-designed. Media can be “creatively” used in many ways, from using existing channels in an unusual way, coming up with new formats, or by combining the most effective channels and formats into an ideal mix. This campaign is a successful example of using a classic channel, such as a billboard, with a non-standard format of knitted or woven billboard.

The woolen billboard with recognizable motifs of Zlatibor pastures, a mountain house and pines is the first, but not the only handmade work of this format. After the knitted billboard, another one will be made, hand-woven on the looms of the Pirot area. Under the ornaments of Pirot, commonly known as frogs and dragons as they are still called in Pirot, a Coca-Cola logo is hidden with a knife and a fork. The realization of the project was supported by the Zlatibor knitters Mira Lekić, Nena Hodak and Olivera Savić, who knitted the billboard for almost two months in their traditional technique, and according to the design by Lidija Milovanović and Kristina Jovanović.

Hand-made billboards are a colorful announcement of the great Coca-Cola gastronomy series that reveals and revives not only ancient crafts, but also the old and almost forgotten recipes collected from all parts of Serbia. A series of 12 episodes titled Unforgettable Tastes of Serbia will take us into the authentic cuisine of hardworking women who know how to make original samsa, belmuz, šufnudle, bulgur and many other Serbian specialties. Coca-Cola with this series presents the traditional and modern version of the dishes, tailored to today’s pace of life.

 

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