Category A03. Augmented Mobile Experience
Name Company Position
Vladimir Ćosić McCann Beograd Digital Creative Director
Sandra Stojanović McCann Beograd Copywriter
Jelica Jauković McCann Beograd HEAD OF PRODUCTION SERVICES
Miloš Stanković McCann Beograd New Business Manager
Katarina Pribićević McCann Beograd STRATEGIC PLANNING DIRECTOR
Marija Vićić I&F McCann Grupa Communications Director
Radiša Kričak I&F McCann Grupa PR Manager
Ana Antić I&F McCann Grupa PR SPECIALIST

The Campaign

In order to bring the art back to the people, some of the best-known international and local brands were gathered to help to create a virtual art exhibition of enormous proportions, available to almost every citizen of Serbia and beyond. Free augmented reality app was launched turning all OOH, posters, print ads and some of the actual brand products into works of art from the Museum of Contemporary Art in Belgrade in real time.

Creative Execution

The android version of msu ARt application was launched on 25.08.2016 ( Using the application, user can scan the ad in any medium and see the art in a real time. The app works on phones and tablets – and it does more than just display the works. Like a virtual curator, it plays audio descriptions about the artists – and shows the locations where the art can be found. It was promoted via all digital channels of the Museum and its new partners: Coca-Cola, Fanta, Schweppes, Next, BMW, Honda, MINI, Diesel, Replay, Guess, Tommy Hilfiger, Delhaize, Raiffeisen bank and more. IOS version of the app was launched in December 2016 ( The app’s latest upgrade even includes 3D triggers and 3D sculptures from the museum, so now millions of people can see the museum’s art – no matter where they are in the world.

20 biggest international brands joined the campaign so far. Promotional Facebook video of the campaign reached 200k views in just one week. The biggest advertisers’ outdoor and product network enabled us to create national campaign followed by strong media coverage and public interest. Both media and public reacted with remarkable sympathy toward the action. This is reflected in the fact that present rating of the app is 4.8. With over 90 publications, 20 national newspapers and numerous TV presentations with national coverage resulted with over 500k media impressions. Today, Museum’s artwork can be experienced in 15 biggest cities in Serbia on 1700 locations but, after the 3D upgrade, millions of people in the world can now see the museum’s art. And finally, government officials stated that the museum will reopen by the end of the year.

The Target: Mainly youngsters who have never been to the museum. The ones eager to experience anything with the value of art, simply frustrated by the lack of options in their own country. They are not art connoisseurs, rather sincere art lovers with no means to get to the precious art content. Our approach was not to get people into the Museum, but to make the artworks come to people. Guided by the strong belief that art should not be exclusive but meant for everyone, we decided to democratize the art and make it available to every citizen walking the streets of Serbia. We have used the power of smart phones and augmented reality technology as the key, while using billboards and print ads as virtual doors to the selected artworks from the Museum

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

The Eurobest Awards is the benchmark for creative and effective branded communications in Europe.

For the past 32 years Eurobest has set the bar for Europe's creative communications industry, enabling those who push the possibilities of creativity to compete locally and be recognized globally.

Find out what's new in 2020

Juries announced

The names of the jurors for Eurobest Awards 2020 have been announced. All leaders in their respective fields, they encompass a wealth of creative expertise, skill and talent.

This year, our jurors will be judging the work online. We're adapting our robust and rigorous judging system to an online environment, while retaining our commitment to inclusivity and in-depth debate. As always, the work will be given the time, recognition and platform it deserves.

See the Juries

Get the Eurobest Evolving Trends Report

Full of useful insights and commentary, the Eurobest 2020 Evolving Trends Report revisits five key trends in creativity that emerged in 2019. With predictions from 2019 Jury Presidents and opinions on last year's winning work, we ask, “Where were we then? And what’s next?” across five key areas.