Client: MTV Adria
Type: Creative Concepts

The Challenge
MTV was moving its MTV Adria headquarters from Slovenia straight to the heart of Belgrade, Serbia, and they needed to find a new General Manager to put in charge. The client wanted to launch a small print campaign (magazine and newspaper advertisements, and city lights) in order to announce the job opening for the new GM. They wanted something new, fresh, out of the ordinary, and attention-grabbing.

The Solution
Three concepts for the client to choose from: MTV’s Cosa Nostra, MTV Superhero, and MTVito.

MTV’s Cosa Nostra - We Need A New “Boss”
The concept revolved around an ‘MTV Mafia’ which had decided that they needed a new “boss”. The photographs for the visual were photographs of the mafia, and the plan was to run several different visuals within the period allocated for the advertisements. The copy accompanying the visuals explained that MTV Adria - which was now to be located in Serbia - was looking for a new person to be in charge. Overall, this was a very appealing concept.

MTV Superhero
The concept revolved around the story of searching for a ‘superhero’ to lead MTV Adria in the new journeys and quests that it would perform. The copy, accompanying the visual of a superhero wearing Converse All-stars and boxer shorts with hearts on them, explained that the new ‘headquarters’ that were opening in Serbia needed to be headed by the best! This concept was fresh, funky and ‘very MTV’.

MTVito
The concept incorporated Josip Broz TITO, the greatest leader in the history of the Balkans, into the visual. The point was that MTV was looking for ‘the next TITO’ in terms of his leadership, ability and respect, to lead the operations in Serbia. For an authentic effect, the visual was done in a way that resembled the old communistic posters. The accompanying copy was focused on sending a message in a tone that reminds the Serbian people of ‘the good old days’.

Client: UNICEF
Brand: Schools Without Violence
Type: Print

The Challenge
The client has been employing a program titled “Schools without violence” which takes part in Serbian primary schools all around the country. The aim of the program is to teach children about respectable, moral and virtuous behavior, and to eliminate the constant violence that takes place in schools. UNICEF believes that it is important to teach children about this from a young age, because once they grow up (high school children are already considered grown up) it is most probably too late. The client needed a concept that would be appealing to children, but would also be noticed by parents.

The Solution
The creative team and I came up with an idea we called “the affirmative ‘be cool at school’ campaign”. We decided that, in this case, it would be sensible to stay away from using photographs of children and instead, we would invent illustrated characters that could be utilized in very effective ways, all throughout the campaign. And so the UNICEF Cool Boy and Super Girl were born - the illustrated characters do not look like classic cartoons, but rather something resembling the MTV and Cartoon Network generation of characters, they are cool, hip, funky, urban, fashionable and trendy.
The client explained to us that when it comes to violence in schools, there are three main types: those carried out by boys, those carried out by girls, and those carried out by groups. So we decided that we would make three separate posters and use a specific color for each one (which would later on in the campaign be the assigned color for other materials - e.g. red bookmarkers for boys, yellow badges for girls, cyan notebooks for groups/teams, etc.). The copy on each of the posters was also specifically tailored towards the target audience (boys, girls, groups). The headline on each of the posters has a ‘cool and funky’ tone, so as to attract the attention of the audience they are targeted at.
( NOTE: Copy for the materials and the concept of the campaign was done by Dragan Anastasijevic - http://www.copywriter.rs/projekti.html )

The Result
The children and parents responded magnificently to the illustrated characters, and the campaign was so successful in the schools, that UNICEF went further and employed us to make a TVC using the characters (I wrote the TVC and it can be found in the TVC part of my portfolio). The concept was very simple and effective that we later ended up making many extra materials using these characters (shirts, badges, notebooks, bookmarkers, etc.) which UNICEF handed out to the ever increasing number members of the ‘schools without violence’ program.

The Translation
The Boy - Red poster
You’re cool when:
•    You don’t hurt anyone physically
•    You don’t make fun of anyone
•    You don’t take and destroy other people’s things
•    You don’t threaten others

The Girl - Yellow poster
You’re super when:
•    You don’t leave anyone out
•    You don’t talk about others behind their backs
•    You don’t hurt anyone physically
•    You don’t make fun of anyone

Friends - Cyan poster
You know what friendship is:
•    When you look after those that aren’t as strong as you and you help others
•    When you hang out with those that are different to you
•    When you tell the truth
•    When you don’t stay quiet about violence
•    When you say ‘sorry’ and you know how to forgive

Client: British Council
Brand: British Council English Exams
Type: Print & OOH

The Challenge
British Council wanted to make a short advertising campaign that would run for three weeks, in order to promote their language exams. They didn’t want anything big, just a campaign that would involve advertising on city lights. The target audience was young people and students (18-25 years of age) who are keen on sitting these exams in order to gain an English language diploma/certificate which would ensure them an advantage over other people (in terms of job applications and university placements). The campaign would run in the three major Serbian cities: Belgrade, Novi Sad and Nis.

The Solution
Because we had to stick to the client’s standards, our creativity was slightly limited - we had to use a black and white photograph of a person, a white background, the “Success Tomorrow Starts Today” slogan, and the red box into which we could place information.
Since we were restricted with the possibility of creating any kind of visuals that didn’t strongly stick to the client’s standards, I suggested that we do something a little more interesting than just place photographs of random people on the visuals. Instead, I recommended that we choose two actual University students (male and female) and photograph them. British Council would be willing, for the sake of the campaign, to let these two students sit language exams which most suit them, free of charge. When the campaign runs, we would organize for these two students to have their own blog, where they would write daily/weekly updates and report on how they are going in terms of preparations for their exams - the blog was created in the form of a Facebook group: www.britishcouncil.rs/facebook . Finally I advised the creative team that we should place the visuals on city lights at bus and tram stops that are closest to Universities - this way we would reach more of our target group, since it is common for students in Serbia to travel more frequently by public transport than personal transport.
The copy on the city lights was predominantly aimed at putting across a message of ‘future success’ due to the help of the British Council exams.

The Result
The client was amazed with the idea and agreed to it straight away. The concept with the two students writing blogs and being given a chance to sit British Council exams free of charge, generated lots of publicity and increased people’s perceptions of the client as a very corporately responsible company/institution. The overall campaign was a huge success and British Council reported having an increased number of interested candidates come to them and get informed about the English language exams.

The Translation
City light - Male (front)
How long have you be waiting for success?
Boris Sevo, Second Masters of Architecture
“Today every company is looking for people with a good knowledge of the English language. In June I will be sitting the BEC* exam which will enable me to find a job much easier, and will open doors for further personal improvement. I believe that this diploma is a considerable step forward.”
*Business English Certificate
Have a look at how Boris is preparing for his exam on www.britishcouncil.rs/facebook.

City light - Male (back)
It doesn’t matter which station you leave from, you will reach success.
It doesn’t matter where you work, whether you learned English in high school, University, or a language school, we have exams and diplomas which are just right for you. Let this station be the first step to your success.
How successful you’ll be tomorrow, depends on how much effort you put in today. Sit one of our exams and achieve your desired results.

City light - Female (front)
How long have you be waiting for success?
Jelena Risticevic, Second Year Economics Student
“I have decided to sit the FCE* exam in June, in order to confirm my knowledge of the English language, which I have as an exam this year at University. An international diploma, such as this one, opens many doors for me in life and represents a fantastic start to my further self improvement.”
*First Certificate in English
Have a look at how Jelena is preparing for her exam on www.britishcouncil.rs/facebook.

City light - Female (back 1)
It doesn’t matter which station you leave from, you will reach success.
It doesn’t matter where you work, whether you learned English in high school, University, or a language school, we have exams and diplomas which are just right for you. Let this station be the first step to your success.
How successful you’ll be tomorrow, depends on how much effort you put in today. Sit one of our exams and achieve your desired results.

City light - Female (back 2) Note: there were two versions of the female city light that ran.
Success Tomorrow Starts Today
It’s up to you to achieve it!
Only one institution in Serbia gives you the opportunity to attain British qualifications that are recognized anywhere in the world. It doesn’t matter whether you require an internationally accepted diploma in English, Law, Finances or any other field; we have the ideal exam for you. Welcome to British Council.
How successful you’ll be tomorrow, depends on how much effort you put in today. Sit one of our exams and achieve your desired results.

Client: Fruvita
Brand: FROOVY
Type: Print & OOH

The Challenge
For the print part of the FROOVY campaign, the client needed three things: magazine advertisements for all four flavors of juice, an advertisement for wholesalers, and posters to be put up in public transport for all four flavors. Since the brand is aimed at the young, ‘on-the-go’ generation (aged 18 - 35), the copy and visuals needed to be funky, engaging, ‘full of life’ and colorful, while also emphasizing the ‘energy and excitement’ people feel when drinking the juice.

The Solution
The graphic designer and I incorporated the people from the FROOVY TVCs (each flavor had their own ‘representative’) into the print advertisements, in order to stay consistent with the campaign*.We also used the bright colors that were assigned to each flavor for the backgrounds. The copy I came up with was fun, responsive, engaging, funky, and appealing to the target audience.
*Note: I have worked on the entire FROOVY campaign; this is only an explanation of the PRINT part of it.

The Result
An incredibly successful print campaign and an exceptionally pleased client.

The Translation
Magazine Advertisement
Now there’s something new, exciting, and totally groovy!
We present you with a fresh combination of enthusiasm, euphoria, and fierce fruit energy, which is now available in four sensational flavors:
Irresistible FROOVY Apple
Seductive FROOVY Mango & Passion fruit
Refreshing FROOVY Orange
Exciting FROOVY Exotic
Try them all and choose your groove!

Advertisement for Wholesalers
FROOVY fruit juices and nectars are the new members of the Fruvita family.
Owing to the modern aseptic line that Fruvita possesses, FROOVY is free of all fake coloring, fake aromas, and conservatives.
The fantastic FROVY team is made up of four attractive flavors, which can now be found in the PET bottles:
Irresistible FROOVY Apple
Seductive FROOVY Mango & Passion fruit
Refreshing FROOVY Orange
Exciting FROOVY Exotic
FROOVY is tasty and full of fruity energy.
FROOVY urges you to play. FROOVY urges you to move.
Give your guests something totally new and unique with 0.33l FROOVY juices.

Posters for Public Transport
Stop! Listen very carefully! Can you hear it?
Do you feel your pulse increasing?
Is the world around you becoming more dynamic as the music gets louder?
Is your enthusiasm growing?
Are all the colors around you getting brighter?
Do you feel a need to move your body?
Have you finally found your groove?
If your answer to the above questions is ‘yes’, you must be drinking FROOVY!

Client: Mlekara Subotica

Brand: 5+ Fruit Yoghurt

Type: Web & Interactive

The Challenge

The client, one of the most famous dairy food producers in Serbia, was ready to release their new product -fruit yogurt. They came to us with a request - they wanted us to create a new and exciting brand from this product - for a teenage target audience (12 to 18 years of age). There was very little in terms of limitations, and we needed to apply our idea to interactive media, print materials, TV and radio.

The Solution

The creative team and I sat down and did some brainstorming, after which we came up with the ‘cool fruit’ story - three animated fruits (Cherry, Apricot and Strawberry), each representing one of the fruit yogurt flavors. Our animated characters are cool, funky, urban, cheeky, especially designed for the target group (there is nothing cute about them which would draw in younger children). I gave each of the fruits a personality and we brought them to life as a new and exciting music band. We decided that all the materials that we would do: the Website, Print & OOH, TVC, Radio, would have the same tone of communication - cool, funky, and urban. All of the texts found on the interactive materials and print were written by me. The structure of the website and all the creative concepts for the visual designs of the materials were also done by me - see the part of my portfolio titled Print & OOH.

Visit http://www.5plusbend.com/ for a better view.

The Result

When the campaign started running, people were extremely impressed with the new approach for dairy product advertising in Serbia. The client, who was more than overjoyed by the new and exciting brand we had made out of their product, reported considerable increases in sales and the general buzz about their company.

The Translation

News

The Latest News! The Latest Philosophies! All in one place!

We know that they’re crazy, we know that they’re nuts, we know that we love them, but Cherry, Apricot and Strawberry are full of pure energy, so it’s hard to know what they did today, let alone a week ago. In a very short period of time, the trio has achieved tremendous success. The paparazzi are following their every move and fans are doing everything just to meet them. If you still don’t know enough about them (shame on you) have a look through the latest news and find out everything you need to - and be sure that you’ll find them irresistible!

Video&Photo Gallery

They’re extravagant! They’re charming! And most of all - they’re entertaining!

Welcome to the video and photo gallery! You can find photos and videos of Cherry, Apricot and Strawberry at their best. If you happen to have photos from any of their concerts, please send them in and be sure that we’ll publish them on our website.

Client: Strawberry Interactive

Type: Web & Interactive

The Challenge

The agency I work for Strawberry Ideas & Solutions, has within it, an interactive agency which handles everything in terms of design and advertising on the internet (and mobile technologies). Since their website was outdated, and they are after all in charge of web advertising, they wanted a fresh new idea for their website. The only limitation was that somewhere within the concept I had to include their famous colored squares.

The Solution

I came up with an idea that incorporated their colored squares into a concept that revolves around a Rubik Cube. On the home page, there would be a Rubik Cube made up of Strawberry: Interactive colors (there was just enough of them) which users could choose to do two things with 1) use it as a navigation starting point for the rest of the site, and 2) play with the cube and try to match up the colors. Each individual page on the site that covers one of the main topics that Strawberry: Interactive wants to communicate, would all be branded with one of the colors from the Rubik Cube. As the user clicks on the page they wish to visit, the entire window rotates as if the computer screen is an actual cube that is rotating. The website needed to be slightly on the corporate side, as simple as possible and it had to communicate all the necessary information, while still maintaining a visual and written tone of funky business (as this is what Strawberry prides itself on).

The Result

An extremely interesting and fun website that carries the message of an agency that is ready to tackle any demands that their clients might have.

Visit http://www.strawberry-interactive.com/

Client: Zepter International

Brand: Tutto Luxo 6S

Type: Web

The Challenge

Zepter International in Serbia wanted a design for a micro-site which would be launched along with the entire campaign for the Tutto Luxo 6S vacuum cleaner machine. The TVC explains some of the benefits of the Tutto Luxo 6S, but the micro-site needed to go into more detail. The guidelines were: the micro-site needed to look elegant, luxurious and exclusive, in line with the actual machine; and it had to have an ‘international feel’ -something that looks very expensive but is extremely simple for the user.

The Solution

For the copy that would be placed on the micro-site I had to shorten and adjust the text from the Tutto Luxo 6S brochure. Next I had to figure out which of the photographs of the machine and its parts would most enhance the look of the site (there were too many photographs and only the best and most representative ones needed to go on the site). I also had to decide the best way to divide up the micro-site so that any user that visits the site can easily navigate around it. This had to be done in such a way so as to not leave out any crucial information, yet still be short and compact enough to allow for effortless navigation.

I suggested that the landing page have a photograph of the machine and a brief explanation of its qualities. On the right-hand side, the page would be divided into six different parts - each part representing one of the functions of the machine - which the user can click on and view separately. The bottom of the page would be divided into three parts - each part representing additional and crucial information about the machine, that doesn’t fit into the six functions but must appear on the site.

The Result

An exceptionally pleased client and a world class micro-site.

Visit http://www.zepter.rs/tuttoluxo/