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UK Parobrod and McCann Beograd present “McCann Parobrodiranje”

Advertising as part of popular culture.
“McCann Parobrodiranje” (“McCann Steamboating”) is a joint venture of “Parobrod”, the cultural center of the municipality of Stari Grad and the “McCann Beograd” creative agency. It is planned as a partnership and a media experiment in promoting advertising as part of the global popular culture.
First in the series of upcoming programs is the exhibition of typography posters named “McCann slobodnim stilom” (“McCann freestyle”) which can be seen from today, with a fundraiser event scheduled on Wednesday, October 9 at 7 PM. By buying the exhibited works, visitors would help the purchase of a guide dog for the “Beli štap” association of the blind and visually impaired.

The executive producer of UK Parobrod Zlatko Crnogorac stresses that we are witnessing the last phase of the transition of the so-called institutional culture centers. No longer can anyone rely only on the budget financing, and the partnership of the public and private domain is necessary, especially when it comes to cultural centers. Crnogorac says that the creative industry in Serbia is the last vital creative sector of the society and claims: “Within it there are numerous individuals acting as Clark Kent in the office, and becoming real-life artistic Supermen in their free time.”

The exhibition will feature works of the designers employed in the “McCann Beograd” agency: Marko Prokić, Petar Pavlov, Lidija Milovanovic, Mladen Milasinovic, Natasa Radosavljevic, Nenad Dodic, Marija Milankovic, Jelena Grahovac, Neda Petkovic, Milos Vukovic, Tereza Cenic, Jelena Atanasovski and Ana Banduka.
Work by Marko Prokic

“It is the talented individuals who are the point of connection between McCann Beograd as their professional frame and UK Parobrod as a cultural space.” says Olivera Perkovic, the Managing Director of one of the leading creative agencies in the country, and goes on to state that the cooperation between the cultural institutions and the creative agencies is a natural bond: “We see it as a space to express our creativity, and connect with people who are active in various areas of culture and arts. Linking the positive influence is the whole idea of the cooperation of our agency and Parobrod. The typography exhibition “McCann slobodnim stilom” is the first of the contents that we are joining our forces on – and the aspect of charity is an additional element of positive influence.

Work by Petar Pavlov

Today more than ever, the design, storytelling, social networks communication are shaping our everyday life and are an inevitable part of the world we live in. The goal is to present to the public the basics of contemporary communication, the theory and practice of applied design and writing through a series of programs that will take place in the upcoming period. Beside this, the visitors will be able to take part in innovative educational workshops, enjoy performance acts, exhibitions and film shows.
“McCann slobodnim stilom” will be on display until Sunday, October 13.

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