ZLATNA RAKIJA*
*Rakija - is the collective term for fruit brandy popular in the Balkans.
THIS IS HOW YOU DO IT – TAKO SE TO RADI
The entire process of making rakija represents the part of our identity. For hundreds of years it’s been
made the same way. Dedication, love and passion are a part of this process, and this would be the
only way to make it right.
It is in the culture of our people to pass our most precious knowledge to the next generation, and the secret skills of making good rakija is being passed on through tales. That’s way Rakija is in our genes. It’s something that we’re proud of, a part of our culture, our music, our songs, and something that only we can create properly!
It is one of the things that makes us unique, because we know that our way is
THE WAY HOW YOU DO IT!
MAIN MESSAGE
EVERYTHING YOU MAKE IS GOLD – SVAKA TI JE ZLATNA
Gold is something of highest value. It’s a symbol of something rare and precious.
We use the word „gold“ to describe the best thing we possess, and many other things that exist in our vocabulary. And we use this word to describe someone who is excellent in everything he does,
and everything he say is „pure gold“.
This is the truth that we wish everybody to know about our RAKIJA.
This is an unpublished project.
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Agency: McCann Belgrade
Client: Coca-Cola Company
Creative Director: Jana Savić Rastovac
Art Director: Kristina Jovanović
Copywriter: Dubravka Petrović
Strategic planner: Katarina Pribićević
Account: Jelena Lešević
Client: Coca-Cola Company
Creative Director: Jana Savić Rastovac
Art Director: Kristina Jovanović
Copywriter: Dubravka Petrović
Strategic planner: Katarina Pribićević
Account: Jelena Lešević
