Museum of Contemporary Art Belgrade


Agency: McCann


Museum of Contemporary Art in Belgrade (MoCAB) has been closed to the public since 2007 due to reconstruction of the main exhibition building, which created a wave of public discontent. In order to turn things around, we launched free augmented reality app “msu ARt”, turning billboards, posters, and print ads in 15 Serbian cities into works of art from distinguished MoCAB collections.
To make the world’s largest virtual exhibition of all time and art available to almost every citizen, we gathered the biggest Serbian advertisers: Telekom Serbia, Ahold Delhaize, Halkbank, Bambi, Coca-Cola, Schweppes, Fanta, BMW, Honda, Mini, Tommy Hilfiger, Replay, Diesel, Liu Jo, and Raiffeisen bank.

This professional campaign titled 'democrARtisation' was published in Serbia in August, 2017. It was created for the brand: Museum of Contemporary Art Belgrade, by ad agency: McCann. This Digital medium campaign is related to the Recreation, Leisure industry and contains 1 media asset. It was submitted over 6 years ago.


Advertising Agency: McCann Beograd, Belgrade, Serbia
Digital Creative Director: Vladimir Ćosić
Art Director: Zdravko Kevrešan
Copywriter: Sandra Stojanović
PR: Marija Vićić, Radiša Kričak, Ana Antić
Account Team: Jelica Jauković, Miloš Stanković
Strategic Planner: Katarina Pribićević


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