Market: Serbia
Advertised brand: The Coca-Cola Company
Advert title(s): COCA-COLA KNITTED BILLBOARD
Headline and copy text (in English): TASTE THE FEELING; localisation - THAT’S THE FEELING
Media (see available options below): Outdoor - Out of Home Advertising
Advertising Agency: McCann Beograd, Belgrade, Serbia
Creative Director: Jana Savić Rastovac
Digital Creative Director: Vladimir Ćosić
Art Director: Lidija Milovanović, Kristina Jovanović, Miroslav Pavlović
Copywriter: Dubravka Petrović, Sandra Stojanović
Illustrator:
Photographer:
Additional credits:
Account team: Jelena Lešević, Igor Petrović
Strategic Planner: Marija Stošić
Production: Jelica Jauković, Vladislav Prhal
Production house: Sodapop
Director: Aleksandra Gajić I Đorđe Marković
UM: Jovana Voves, Sonja Džuklevski, Nataša Jolović
Knitting lades: Mira Lekić, Nena Hodak, Olivera Savić
Published: September, 2017.
Synopsis:
In the fall of 2017, the iconic Coca-Cola wanted to show its appreciation for, and respect of, the local, the authentic, the community it is a part of. Cue the hand-crafted OOH, knitted over the course of several months by the local ladies whose craft is a work of art, to tease a special Coke & Meals platform that would truly celebrate what we, as a community, hold dear:
traditional Serbian cuisine, the unforgettable tastes of our country!
Everybody knows Coca-Cola. The mega brand. The icon. The global giant.
But in a society as fiercely protective of its customs and identity as Serbia, the challenge for McCann Belgrade was to find the way for GLOBAL to meet LOCAL in a meaningful way.
‘COCA-COLA JOURNEY – THE UNFORGETTABLE TASTES OF SERBIA’
Firstly, for the first time in Serbia, they translated the headline TASTE THE FEELING into Serbian. So now it’s: TO JE TAJ OSEĆAJ.
Secondly, they rearranged the well-known TASTE THE FEELING song and made it… a little more Serbian.
Thirdly, they involved the local community in the project to make … Serbian style billboards. With the help of Mrs. Mira Lekić, Mrs. Nena Hodak and Mrs. Olivera Savić they have created handmade knitted wool billboard and placed it on top of Zlatibor Mountain, to announce a bigger project!
The bigger project: A 12-episode cooking show, hosted by well-known influencers and cooking talents who will travel throughout the country, discover traditional Serbian meals and give them a modern twist to bring them back onto our tables, together with a Coca-Cola.
Three more billboards will be completed in the next few months: one using weaving, one using needle point and one goblen, all made by locals and all placed in the middle of nature.