SHOWCASE

Baby chooses where

Entry code: V06011GD19
Agency: McCann Beograd, Belgrade
Advertiser / client: The Coca-Cola Company
Group:

Campaign idea

Only 13 % of Serbian women are breastfeeding. Social pressure puts even more stigma on public breastfeeding. Rosa water decided to ‘liberate’ Serbian moms and babies by giving them support to breastfeed whenever, wherever babies need, creating BABY CHOOSES WHERE movement. To initiate the conversation, we arranged first breastfeeding ever in the most public place possible- live morning show on national TV. Moms eagerly joined the movement BABY CHOOSES WHERE, that became a badge of liberation. BABY CHOOSES WHERE stickers united institutions and public places in support of this basic human right.

Brand name: The Coca-Cola Company, Rosa water
Advertiser / client: The Coca-Cola Company
Product / service: Rosa water
Campaign name: Baby chooses where
Agency network: MCCANN WORLDGROUP
Agency: McCann Beograd, Belgrade
Additional company: UM Beograd
Executive creative director: Jana Savić Rastovac
Art director: Kristina Jovanović
Copywriter: Dubravka Petrović, Divna Peškir
Account director (agency): Jelena Lešević, Aleksandra Knežević
Strategic planner / strategist: Katarina Pribićević
Pr director: Marija Vićić
Additional company: Sonja Džuklevski, Stefan Gajić, Ivana Mijatović, Sonja Dragutinović, Biljana Kolaković, Dubravka Perišić, Represent, Flexis, Focused Production team, Catalin Dobre, Ana Antić

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