June 25, 2014
McCann Erickson Beograd needed to show that their client, Maskot, hand-made their product (neckties) – what better way to do it than paint a hand-made billboard, complete with a hand-made tie (using the same fabric Maskot uses), and placed the billboard next to the largest shopping mall in Beograd, a center known for big mass-brands, as interesting reminder that the old school handcrafted fashion still exists in the city. This is a great example of show, don’t tell. It’s getting far more exposure than just the people near the shopping mall – it’s all over the internet. Anyone need a hand-made tie?