The Red Thread

Creative idea

PROBLEM Serbia is a transitioning society where young people mostly subscribe to global culture while local crafts and traditions are forgotten and entire villages are left abandoned. SOLUTION Use Coca-Cola channels to celebrate local masters of old crafts though creating 5 unique handmade billboards, YouTube series featuring forgotten recipes and folk stories. They became famous all over internet, which resulted in other planned engagements such as cook book, cooperation with top restaurants, and an art exhibition. RESULTS Local women showcases their skills generating 2+ million views on YouTube, 700k interactions over social media, and amazing total of 14 million media impressions, thus transcending their craftsmanship even beyond country borders.

Brand name: Coca-Cola
Advertiser / client: The Coca-Cola Company
Product / service: Coca-Cola Red & Coca-Cola Zero
Campaign name: The Red Thread
Agency network: MCCANN WORLDGROUP
Agency: McCann Beograd
Additional company: UM Beograd
Creative director: Jana Savić Rastovac, Vladimir Ćosić
Art director: Lidija Milovanović, Kristina Jovanović, Miroslav Pavlović, Zdravko Kevrešan
Copywriter: Dubravka Petrović, Sandra Stojanović
Account director (agency): Jelena Lešević, Ivana Andrejević, Igor Petrović
Media director: Jovana Voves, Sonja Džuklevski, Nataša Jolović
Strategic planner / strategist: Marija Stošić
Additional company: Creative Traffic: Dubravka Perišić Production:Vladislav Prhal Knitting lades: Mira Lekić, Nena Hodak, Olivera Savić