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In order to promote MK MOUNTAIN RESORT KOPAONIK as attractive summer destination, we have used the pollution in Serbian capital, Belgrade to ouradvance. We have placed big white cotton lungs in city center. During next few days lungs went grey and proved that we must go out of the city to take a deep breath.
People on social networks and media started talking about environmental issues, about “Lungs Of Our City” even before we have revealed our message: TAKE A DEEP BREATH. MK MOUNTAIN RESORT KOPAONIK. Only one billboard has made a huge public impact.


Creatives: Zdravko Kevrešan. Bojan Babić
Creative directors: Jana Savić Rastovac, Vladimir Ćosić
Accounts: Miloš Stanković
Production: Dejan Ivanov, Aleksandar Jakovljević