Your Body is A Work of Art

Creative idea

Each year, over 4,000 women in Serbia are diagnosed with breast cancer, yet their battles often go unseen. In its 180th anniversary year, the National Museum of Serbia chose not to celebrate history—but to support the present. Iconic female portraits from the museum’s collection were “dressed” in pink and shared on social media, launching the campaign Your Body is a Work of Art. Over 40 museums and galleries joined the movement. Pink-clad artworks flooded feeds, and Euromedik offered discounted screenings with museum tickets. The campaign won the IAB MIXX Digital Grand Prix and CSR Awards, becoming a true cultural movement.

Brand name: National Museum of Serbia
Advertiser / client: National Museum of Serbia
Product / service: Breast cancer prevention
Campaign name: Your Body is a Work of Art
Agency network: INDEPENDENT AGENCY
Agency: NEXTGAME, BELGRADE
Media agency: Skip Ad Advertising
Production company: NextGame Digital
Web address: https://www.narodnimuzej.rs
Agency chief executive officer: Bogdan Španjević
Creative director: Jovana Blanuša, Bogdan Španjević
Copywriter: Bogdan Španjević
Designer: Anđela Antić
Managing director: Bogdan Španjević
Pr director: Marija Đorđević, Marija Jovičić
Film production: Jovana Blanuša
Director: Jovana Blanuša
Director of photography: Jelena Petrović
Post production: Jelena Petrović
Additional company: Project supported by: Euromedik Group Belgrade NGO 'Milica' - Breast cancer prevention and advocacy