UM Beograd & Coca-Cola in the Finals of the Prestigious Festival in Rome


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.