Editors’ Choice: McCann Belgrade brings the global behemoth closer to local values
Everybody knows Coca-Cola - it’s a mega brand, an icon, a global giant. But in a society such as Serbia, which is fiercely protective of its customs and identity, the challenge for McCann Belgrade was to find a way for global to meet local in a meaningful way. And so was born ‘The Unforgettable Tastes of Serbia’.
The campaign is made up three main elements. For the first time in Serbia, they translated the headline tagline ‘Taste The Feeling’ into Serbian. Now it reads: ‘TO JE TAJ OSEĆAJ’. Secondly, the agency rearranged the well-known TASTE THE FEELING song and made it… a little more Serbian. And thirdly, McCann 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 created a handmade knitted wool billboard and placed it on top of Zlatibor Mountain.
The billboard was used to announce a 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.