Friday, November 4, 2011

“For Beautiful City. Clean after Your dog”: a campaign without cliché for Belgrade


by Valeria Rocca

Belgrade makes itself heard. Not so much for its architectural beauty, but for a bold and controversial advertising campaign “For beautiful city. Clean after your dog” created by McCann Erikson Serbia, in collaboration with Alma Quattro, for the diffusion on the Internet.

Just the municipal administration of the Serbian capital demanded and funded this campaign to promote and develop environmental awareness among the citizens of Belgrade, especially those who have a 4-legged friend.The message the team wants to bring out of McCann Erickson is simple and clear, "Helps to beautify your town, remember to collect the needs of your furry friend", but what it’s still controversial are the images used to realize the campaign.

The choice of McCann Erickson is to attract attention with unusual and malicious shots, far from usual traditional clichés.

So Belgrade people have been seeing for a couple of months, on billboards around the town, irreverent photos showing in the foreground the B side of some models, and a model, collecting their dogs’ needs.

It’s a choice outside the box, which is controversial: feminists protest, experts are skeptical, the idea is not completely original and even a little corny, anyway success on the Web is enormous. From Facebook to Twitter the pictures of the campaign make go crazy and comments are enthusiastic and fun.

You can take a look here.

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