Coca-Cola - The Red Thread

Insight
As a global brand with a strong international image, Coca-Cola was not widely seen in Serbia as a brand that truly understands or embraces local culture and traditions.

Idea
To shift this perception, we set out to show that Coca-Cola is not only a perfect complement to local cuisine, but also a proud supporter of Serbian cultural heritage. The campaign aimed to celebrate some of the country’s oldest traditions in an authentic and innovative way.

Execution and Results
Masters of traditional Serbian crafts were invited to hand-make five unique billboards, each using a different artisan technique native to a specific region. The process took several months of detailed, skilled work — and the finished billboards were placed in their corresponding regions: Zlatibor, Pirot, Sremska Mitrovica, Negotin, and Kragujevac. The campaign brought national attention to local craftsmanship and reinforced Coca-Cola’s connection to local values in a highly tangible way.