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NEWBORN Monument    
Hot Pick Created in Kosova for City of Prishtina in Feb 2008 with comments
(Ad Campaigns, Brand & Identity, Promos & Events, Public & Politics)
 
Only 11 days before the actual day, we came up with an idea that would add to the celebration event for the biggest day in the country’s history - The Declaration of Independence. The challenge was to avoid any instance that would uproar the crowd but would still provide a joyful manifestation that would mark this historical day.

Read Wikipedia article.
See Facebook page.


The Solution
We created the giant sculpture, spelling the word "NEWBORN", that is made out of steel frames wrapped around by 4mm-thick metal sheets. Each letter is 3 meters high by 1 meter deep and weighs roughly 1 ton. It is painted with durable yellow metal paint that is resistant to all elements. The entire installation is 24 meters long.


We chose the word NEWBORN to encapsulate in one word everything that the independence was going to bring to the country. We intentionally used English to globally pass on the message of the "newest" country being born.


We then turned this word into an interactive sculpture, to mark this event with a symbol that would be part of this day and the people that gathered around it. This would be used as a tool for the people to express all their emotions via the black permanent markers, which we provided during the event. This took place on February 17, 2008.



The Results
Over 150,000 people wrote on the sculpture, starting with the President and the Prime Minister. Those meaningful signatures became art. The media coverage spanned throughout the world.


Hundreds of thousands of people witnessed it, millions saw it on TV. CNN and other major networks covered it live. The sculpture also made it to the front page of The New York Times, and was mentioned in other newspapers such as The International Herald Tribune, The Observer, Sydney Herald, etc., while the BBC, Spiegel Online and others featured it on their websites. As a result, the media worldwide refers to Kosovo as the "newborn country".


Today, this sculpture has become the Monument of the Declaration of Independence of Kosova.

Awarded with:
2009
One Show Merit Award
Bronze David Award

2008
Cannes Gold Lion Award
Silver Clio Award
Silver Eurobest Award
Golden Drum Grand Prix
London International Awards Finalist



NEWBORN in the media

This event was featured in various media across the world, listed below:

BBC NEWS - Kosovo's PM in independence nod
BBC - Kosovo's giant mosh pit
AdWeek - Ideas That Inspire
Huffington Post - Defiant Kosovo Celebrates Independence
The Washington Times - Kosovo’s celebration Western-tinged
NY Daily News - Kosovo celebrates declaration of independence as Russia protests
The Telegraph (Australia) - Jubilation and hatred over Kosovo
The Sydney Morning Herald - Kosovo is born to cheers and jeers
New Kosova Report - NEWBORN, the symbol of Kosovo Independence
Picturetank - Kosovo : a young country looking for recognition

See also...
Work | NEWBORN Monument on the 5th Independence Anniversary
News | NEWBORN Highlights the Evening
 
 
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