From November 11 to 17, Heartefact ran a billboard campaign in the main pedestrian street in Belgrade, Knez Mihailova, with the aim of promoting the poetry of our young contemporary poets. The verses of Jelena Marinkov, Aleksa Krstić, Tihana Smiljanić, Milica Milosavljević and Marija Dragnić, in the design of Miroslav Živanov, were found in several locations along the entire street.
The purpose of the campaign is to present parts of selected poems by young poets from the Serbian team who were involved in the activities of the European project “Poets of Today, Voices of Tomorrow” in locations where poetry cannot usually be found. The main pedestrian and shopping street in Belgrade is mostly flooded with commercial billboards and advertisements of big brands. For this reason, we wanted to position our billboards right there to reach a new audience, incorporate poetry into everyday life and inspire young people to stop for a moment and read poetry. The songs presented on the billboards are songs published in other publications within the POT-VOT project.
Designer Miroslav Živanov (@thedancingis_good), who has over 100,000 followers on social networks, mostly young people who are used to his posts containing short quotes and effective messages, was chosen as the billboard designer. This is exactly how our billboards are designed, with short verses from selected songs that are general, applicable in different life circumstances and practical for sharing or taking photos.
Apart from the digital billboards in Knez Mihailova, the design was also used on social networks, where it had visibility and popularity among our followers. Modern, urban design adapted to a younger audience helped billboards and posts on networks to be visible, effective and attractive to a younger and new audience.
The campaign is implemented within the POT-VOT project, co-financed by the European Union through the Creative Europe program. We would like to thank Alma Quattro for the cooperation.
