The campaign for the first hand-knit and woven billboards with the Coca-Cola logo has been shortlisted at the Festival of Media Global in Rome in the category of creative use of media. This is the first time that a campaign from this region has entered the finals of this prestigious festival. The campaign that was jointly implemented by UM Belgrade and McCann Belgrade is an excellent example of how a medium can be used in an innovative and non-commercial way, while at the same time it is well-designed and creative. The use of a classic channel, such as billboard, is combined with a non-standard format of knitted or woven billboards, which resulted in a mix of traditional and innovative. Coca-Cola, a brand with globally recognizable logo, for this campaign has shown that being a great brand means at the same time recognizing true cultural and local values.
“Being shortlisted at such a renowned festival is truly a great honor, both for the team that worked on the project and for the whole agency. Although we, together with Coca-Cola, have participated in, and won prestigious awards at various local and regional festivals, this is the first time that our work has been noticed at the world level, which gives us special satisfaction. When your results and creativity are recognized at such a festival, it is a sign that there are no limits for great work, dedication and perseverance, and we are particularly pleased that we have thus contributed to the promotion of Serbian tradition in the world. We share this great success with our partners, the Coca-Cola as a client, to whom we are grateful for many years of trust, and the agency McCann Belgrade, with which we always find a way to get the best solutions through integrated work. Teamwork is what brings the best results, and the team of top professionals who participated in the project on all three sides on this occasion just demonstrates it,” said Dubravka Urošević, regional account director at UM Belgrade.
The campaign for the hand knitted and woven billboards was realized within the announcement of the series Unforgettable Tastes of Serbia, which reveals and revives old, almost forgotten recipes. With this series, Coca-Cola presented traditional and modern version of dishes, tailored to today’s pace of life.
The Festival of Media Global is one of the most important events of the media industry. This year’s festival, which will be held in Rome, will be attended by some of the most famous representatives and experts in the field of communications. A prestigious jury will award prizes to campaigns that have had an innovative approach to various media channels. The names of the winners will be announced at the closing ceremony on May 14 in Rome.
You can check out all the shortlisted works on this link.