NOT ALL OF BELGRADE,
BUT A PART THAT’S GOT IT MADE
What if you didn’t have to explore Belgrade,
but could experience it all in one place?
This campaign idea uses contrast and comparison between BEO Shopping Center and well-known locations in Belgrade, highlighting the comfort, space, and unique experiences the center offers.
This approach helps people recognize BEO’s value in everyday life, positioning it as a favorite destination for shopping and leisure.
The visuals present BEO as a place that offers everything they need, while the tone of communication is modern and playful.
The campaign was shortlisted for the Kaktus Awards 2025 and won a bronze UEPS award in the Direct Marketing category.
By developing the communication platform
Where everything
fits me
MERCATOR CENTER
From 2020 to 2024, we developed the complete creative concept, visual identity, communication, and event production that followed key moments in the center’s calendar: from Valentine’s Day, Women’s Day, and Easter to summer activations, Halloween, shopping weekends, holiday campaigns, and the center’s anniversaries -through a range of key visuals, digital and OOH formats, TVCs, and in-mall events, building a consistent and recognizable identity for Mercator Center.
Mercator Center was positioned as a place that understands its audience (especially women) and offers a space where they can feel natural, free, and in tune with their own style and desires.
This approach was supported by a distinctive watercolor-style art direction, giving the communication a soft, artistic touch and setting the center apart from other shopping destinations. Inspiration was also drawn from the center’s location on the Boulevard of Arts, further positioning Mercator as an urban oasis of shopping and inspiration.
UŠĆE Shopping Center
Your UŠĆE,
Your First Million.
The collaboration with UŠĆE Shopping Center began with the campaign “Your UŠĆE, Your First Million,” a prize activation supported by striking scenography installed within the mall itself. The concept quickly captured visitors’ attention and generated strong engagement, opening the door for further collaboration.
WHEN I LOVE, I LOVE
The platform was then expanded across various occasions and events throughout the year: from shopping weekends and Women’s Day to holiday seasons and celebrations, through variations such as “When I celebrate, I celebrate,” “When I shop, I shop,” and “When I chill, I chill.” In this way, UŠĆE gained a new, recognizable communication line that celebrates the emotion, energy, and lifestyle of its audience.
Following this, a new communication platform was developed along with a new tagline: “When I love, I love.” A simple yet emotional message that resonates with lovers of shopping, socializing, and entertainment became the foundation for future communication.