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SAM GALA 2023

The Serbian Association of Managers held the prestigious SAM Gala event for the 12th time in a row, during which it awarded the “SAM Annual Awards” to the best individuals and companies.

Services:

Creative & Communications

Event Design & Production

Video Production

Industries:

Government, Business Associations and NGO

The SAM Gala event, which this year was held under the motto Next Level Business, was held in the immersive hall of the recently renovated Sava Center and was attended by nearly 400 members of the association, prominent representatives of the business community, media and other public figures in our country.

The executive production of this traditional business gathering, held on December 11, 2023, was entrusted to the creative team of our agency, and the key word of this year’s event was responsibility. Therefore, the basic idea of ​​the Next Level Business concept was focused precisely on responsibility towards people, young people, the planet and the environment, but also on the role of business leaders in creating a sustainable and better future for generations to come.

SAM Annual awards are given in the following categories: manager of the year, young manager of the year, employer of the year, socially responsible company of the year, award for personal heroism, as well as special jury awards.

With a symphony of images and sound, the best managers and companies in 2023 were announced at the traditional SAM Gala event.

M2Communications

“AORTA IS NOT ONLY IN THE HEART”

Another project of wider social importance, whose goal is to improve the health of individuals and prevent and control serious diseases, was successfully implemented.

Namely, the pilot campaign “Aorta is not only in the heart”, which provided all interested citizens over the age of 50 with a free, quick and painless ultrasound examination of the abdomen, recorded an exceptional response from the target public.

Services:

Content Creation & Digital

Creative & Communications

Industries:

Government, Business Associations and NGO

Our creative team designed the slogan and elements of the promotional campaign, which included striking visuals, a website, informative flyers, as well as a branded mobile clinic – a truck with an ultrasound machine and equipment for diagnostic examination – which “cruised” throughout Serbia.

We created the campaign slogan in response to the belief of many that the aorta is closely connected with the heart, as well as insufficient knowledge of the fact that there is a stomach aorta that is a major cause of health diseases.

The results of this important campaign speak for themselves: in 12 days in seven cities of Vojvodina, southern and eastern Serbia, more than 4,000 citizens were examined and about 150 abdominal aortic aneurysms requiring surgical treatment were discovered.

Bearing in mind that bursting or rupture of an aneurysm is one of the leading causes of death in our country and in the world, with this campaign we wanted to raise awareness about this disease, its consequences, but also the importance of prevention in preserving individual and public health.

The screening project was initiated by our client, the Association of Cardiovascular Surgeons of Serbia, with the support of the Ministry of Health and the Clinic for Vascular and Endovascular Surgery UKCS.

M2Communications

WINE VISION BY OPEN BALKAN

Services:

Creative & Communications

Event Design & Production

Video Production

Industries:

Government, Business Associations and NGO

Wine Industry

The largest event of the year in Serbia – the First International Wine Fair “Wine Vision by Open Balkan”, was successfully released at the Belgrade Fair from September 1 to 4, 2022.

Under the auspices of the governments of Serbia, North Macedonia, and Albania, and as part of the Open Balkan initiative, the fair gathered the best wine producers in the region in one place and promoted the entire Balkan as an increasingly popular wine and tourist destination.

The concept and naming of the event were conceived and realized by the creative team of our agency, and visitors had the opportunity to visit thematically differently designed halls.

Creative inspiration was found in the aesthetics of the landscape and the unique ecosystem of the vineyard – better known as “terroir” – which represents the synthesis of climate, soil, climate, as well as the skills of the producers of the best wines in the world. Also, the event is conceptually inspired by the striking convergence of traditional and modern wineries. There, in one place, you could find old, museum exhibits related to growing vines and wine production, but also the most modern LED screens that educated visitors in an interesting and innovative way about the history, origin and types of wine, as well as the production process.

The interior decoration was completed by the installation of an artificial river with real water, which flowed through a part of the ground floor in the hall. Also, the complete branding of over 90 promotional surfaces of various formats contributed to the visual impact of the Wine Vision by Open Balkan. The so-called “Digital grapes” were particularly attractive to visitors, placed in Hall 1 of the Belgrade Fair in four places. Each of these four massive steel installations had a size of 6×5.5m, and a weight of over 3 tons, and on each “bunch” there were 130 LED panels that broadcast different audio-visual content.

Almost 400 exhibitors and wine producers from more than 20 countries participated in this unique event, which was held in as many as six halls – 1, 1A, 2, 3, 4, and 5 – of the Belgrade Fair. More than 230 exhibitors from the countries of the Open Balkan initiative were present at the fair, as well as a large number of wineries from Montenegro, Bosnia and Herzegovina, Croatia, Slovenia, Italy, France, Argentina, Chile, South Africa…

WINE VISION BY OPEN BALKAN
GOVERNMENT OF THE REPUBLIC OF SERBIA
The largest event of the year in Serbia – the First International Wine Fair “Wine Vision by Open Balkan”, was successfully released at the Belgrade Fair from September 1 to 4, 2022.

Under the auspices of the governments of Serbia, North Macedonia, and Albania, and as part of the Open Balkan initiative, the fair gathered the best wine producers in the region in one place and promoted the entire Balkan as an increasingly popular wine and tourist destination.

The concept and naming of the event were conceived and realized by the creative team of our agency, and visitors had the opportunity to visit thematically differently designed halls.

Creative inspiration was found in the aesthetics of the landscape and the unique ecosystem of the vineyard – better known as “terroir” – which represents the synthesis of climate, soil, climate, as well as the skills of the producers of the best wines in the world. Also, the event is conceptually inspired by the striking convergence of traditional and modern wineries. There, in one place, you could find old, museum exhibits related to growing vines and wine production, but also the most modern LED screens that educated visitors in an interesting and innovative way about the history, origin and types of wine, as well as the production process.

The interior decoration was completed by the installation of an artificial river with real water, which flowed through a part of the ground floor in the hall. Also, the complete branding of over 90 promotional surfaces of various formats contributed to the visual impact of the Wine Vision by Open Balkan. The so-called “Digital grapes” were particularly attractive to visitors, placed in Hall 1 of the Belgrade Fair in four places. Each of these four massive steel installations had a size of 6×5.5m, and a weight of over 3 tons, and on each “bunch” there were 130 LED panels that broadcast different audio-visual content.

Almost 400 exhibitors and wine producers from more than 20 countries participated in this unique event, which was held in as many as six halls – 1, 1A, 2, 3, 4, and 5 – of the Belgrade Fair. More than 230 exhibitors from the countries of the Open Balkan initiative were present at the fair, as well as a large number of wineries from Montenegro, Bosnia and Herzegovina, Croatia, Slovenia, Italy, France, Argentina, Chile, South Africa…

The first international wine fair “Wine Vision of the Open Balkans” began with a ceremonial opening attended by the highest officials of the Open Balkan countries.

On this occasion, the fair competition “Wine Trophy by Open Balkan”, numerous professional gatherings and masterclasses, as well as B2B meetings where exhibitors had the opportunity to expand their business, were held.

The size and complexity of the entire exhibition are also represented by the following interesting data: in an area larger than 45.000 square meters, over 300 square meters of LED screens are used, a wide variety of audio-visual content was broadcasted; over 10,000 square meters of carpet and more than 2,000 m2 of printed PVC floor were used; over 200 pieces of various props and more than a hundred units of plants, including 40 trees, were provided.

The following partners participated in the production and organization of the event: BeoExpo System, Skymusic Production, Bulb Creation, Pozitiv MVP, Freeline Studio, Specific, Zoom Media, Integraltechnic, Mini Bees studio, video production NEO – New Entertainment Office and many others.

The largest international fair in Southeast Europe has set new standards when it comes to the presentation of wine and wine culture of the Western Balkan region.

M2Communications

ADRIATIC SPIRITS BRAND DESIGN

Adriatic Spirits is a company founded in 2021 which represents luxury alcoholic beverages of the highest quality in the Adriatic region. This company’s vision and long-term goal are to become a regional leader in the import and distribution of distilled spirits of the highest quality, thus providing consumers with an experience of complete enjoyment and a taste of satisfaction.

Services:

Content Creation & Digital

Creative & Communications

Industries:

FMCG

The visual identity of Adriatic Spirits is based on a minimalist, easily recognizable, and associative symbol of the road and two different directions. Figuratively representing the concept of exchange, i.e., distribution.

Fundamentally, the logo consists of maximally abstracted and stylized letters “A” and “C.”

With its upright “lines” and reduced form, the logo is associated with stability, luxury, hedonism, and elegance. The bronze reflection brings an open, airy impression that applies to any space and material.

The liquid during pouring creates a fascinating fluid and unique amorphous shapes that are abstracted into the logo’s negative space.

M2Communications

PINÒT VISUAL IDENTITY DESIGN

Services:

Content Creation & Digital

Creative & Communications

Industries:

Hospitality/Hotels & Resorts

Pinòt – a modern bistro, opened in 2021 in the most exclusive part of New Belgrade’s West 65. With its attractive ambiance and diverse offer – adorned with a fusion of world and local gastronomy – Pinòt provides its guests with hedonistic pleasure with impeccable service and a friendly, tucked-in atmosphere.

The name of the bistro comes from the eponymous Burgundy grape family, which consists of several famous varieties: Pinot Blanc, Pinot Gris, Pinot Noir, Pinot Meunier, Pinot Noir Precoce. The basic element of the visual identity is the logo derived from the bistro’s name. Reduced forms, with an emphasis on the letter Ò, on which we intervened in the design, inspired by the inspiration we found in two elements – the grain of the gorge and the symbol of Enso. Emphasis is on their symbiosis, similarity in form, sophistication, and context.

Enso is a sacred symbol in Buddhism, and some of its meanings refer to beauty in imperfection, the art of escaping from the expected to the circle of life and connection. The grape seed is easily associated with an essential segment of the Pinòt bistro offer, a carefully selected selection of wines from Serbia, the region, the old and the new world, embodied in a wine list signed by the best sommelier in the Balkans, Vuk Vuletic. The application of symbols is envisaged on various functional and decorative elements in the bistro (glasses, menus, napkins, uniforms, etc.)

Clean and powerful, the Verlag font visually supports the brand’s overall communication. The primary color of Kenyan copper, applied in the element Ò, is associated with the color of red wine, vitality, and life. In combination with it, the solid black color completes the initial strength and strikingness of the logo.

The reduced and sophisticated visual identity, adorned with a striking symbol, reflects the vision of a modern bistro that has become a new gathering place for those looking for their oasis in the city’s business center.

PINÒT

ANAYA DESTINATIONS BRAND DESIGN

Anaya Destinations is a family agency for renting luxury apartments, founded in 2021 with the mission to provide interested clients with a completely new holiday experience. Anaya Destinations apartments are in a unique ambiance, in which guests – in the embrace of untouched nature – feel comfortable and cozy, just like at home.

Services:

Content Creation & Digital

Creative & Communications

Industries:

Hospitality/Hotels & Resorts

In line with the new client’s vision, our creative team has devised a name and visual identity, developed a long-standing brand strategy, created a website, and a tactical plan for social media appearances and online content

Although the inspiration for the name Anaya comes from an anagram composed of the initials of personal names, its original origin comes from an Arabic word that describes terms such as “care,” “guardian,” or “protector,” and these features properly symbolize the Anaya brand.

The visual identity consists of two keywords – Anaya – which is also the basic logo, as well as the word Destinations, which descriptively describes the purpose of the agency’s existence.

Old gold, as the Anaya brand’s primary color, is associated with a feeling of warmth and positive energy. Ivory black is a secondary shade in perfect contrast and, at the same time, colorful symbiosis with the logo’s primary color. We choose the Verlag font family for the “display” font, characterized by features such as simplicity, minimalism, and effectiveness.

The symbol in the form of the initial letter “A” is illustrated to represent an association with the apartments’ area. The emblem is modular and can incorporate a pictogram of a mountain, sea, or other landscape. In this way, the illustrated symbol on the website, brochure, or other advertising and promotional materials will visually help to evoke the location where luxury Anaya apartments are rented out.

The logo differentiates unique typography, and the visual identity as a whole reflects “discrete luxury” and communicates about a company of a highly professional level.

Anaya Destinations

CUPRA HERO INTERACTIVE VIDEO

For the client Porsche SCG, we designed and implemented a digital campaign whose backbone is an interactive video called “CUPRA HERO”, based on the convergence of the gaming industry and video technology.

Services:

Brand Development

Content Creation & Digital

Creative & Communications

Video Production

Industries:

Automotive Industry

The key medium of the campaign was the micro site cuprahero.rs, whose basic content is an interactive video of a competitive nature. Everyone who embarked on this unique interactive experience had the opportunity to choose one of the three characters offered – that is, “their” hero to the parkourist – as well as, in the race against time, choose their path and reach the finish line in record time. This type of campaign is a new type of digital experience applied for advertising and promotion purposes.

With the slogan “For all the brave who choose a different path”, this interactive adventure aims to enable players in a fun and interesting way to choose the characteristics that feature a unique CUPRA DNA – be it speed, agility or strength.

The story that accompanies the interactive video also points to certain values ​​that each individual should promote in their life, regardless of the circumstances in which they find themselves. Sometimes the fastest way to the goal and using shortcuts is not the best way. That is why the CUPRA Hero story is intended for ordinary people, real heroes of everyday life, who behave in accordance with their own code and true values ​​and know how to choose their path.

The CUPRA Hero campaign was realized in cooperation with the production company NEO – New Entertainment Office. System Studio was in charge of micro website design and technical support, while our agency, in accordance with the set strategy, created an immediate user experience.

The CUPRA HERO digital campaign was also supported by a number of influential domestic influencers, whose lifestyle coincides with the CUPRA brand and for whom the car industry is an important area of ​​interest.

The success of the campaign is reflected in the results of raising awareness and drawing attention to the new model in our market. During the three weeks of the competition part of the campaign, over 36,000 unique visits to the micro-site cuprahero.rs were recorded, and the total number of those who played the interactive video and recorded the result was over 13,000 users.

“A brand like Cupra has brought a new style, approach and energy to the automotive industry. It has been a challenge for us to discover new, innovative forms of communication with the target group, as well as to provide inspiring incentives to consumers.”

Slobodan Stefanović, Head of Event & Production M2Communications

60th ANNIVERSARY OF THE NON-ALIGNED MOVEMENT

At the place where it all began, 60 years later, the anniversary of the first conference of the Non-Aligned Movement was marked. This high diplomatic gathering was held at the Belgrade Fair on October 11 and 12, and one of the most important tasks belonged to our team.

Services:

Creative & Communications

Event Design & Production

Video Production

Industries:

Government, Business Associations and NGO

On this occasion, Belgrade hosted over 100 foreign delegations, including presidents and 40 foreign ministers. The co-organizers of this year’s conference of the Non-Aligned Movement, Serbia and Azerbaijan, had the opportunity to welcome the delegations in a solemn and impressive atmosphere. The event was officially opened with an audio-visual spectacle, animation that was integrated by mapping on the floor in the central part of the hall, on four large LED screens and a special installation above the delegate table made of transparent LED screens. The art directorate of the 60th anniversary is based on the motifs of water colors, which, by melting and changing colors, evoked the story of the origin of the Non-Aligned Movement, history and symbols, as well as the goals they strive for in the future.

Special attention was attracted by the impressive installation in the main hall, on an area of ​​as much as 220 square meters. The installation consisted of wildlife full of flowers and greenery, symbolizing Serbian landscapes. We directed TV and broadcast and live streaming of the two-day meeting, and our signal was taken over by national television, news agencies and media from the country, the region and the world.

Participants in the production and organization of the event were: BeoExpo System, Skymusic Production, Bulb Creation, Pozitiv MVP, Freeline Studio, Ivan Aran Studio, Prosound and video production NEO – New Entertainment Office.

M2Communications

VISUAL IDENTITY DESIGN

Services:

Brand Development

Creative & Communications

Industries:

Hospitality/Hotels & Resorts

The Wild Table is a unique “food experience” concept that conveys the wild beauty of Montenegro to the dining table, through local food and a variety of bites.

Our task was to create a logo for this concept that provides an authentic gastronomic experience.
We found the inspiration for making The Wild Table logo in the variety of flavors on the “wild” table.

The square in the logo represents a table from the aerial view, and the copper color represents fire. As a known, reliable form represents honesty, firmness and stability.

By combining the two fonts, handwritten, as a symbol of fine dining and Sans Serif, an optimal contrast is achieved.

Our food concept is local and wild. We celebrate and modify local cuisine in every dish we serve.

Damir Moškov – Partner/CEO – M2C Montenegro

BRAND STRATEGY & CREATIVE DEVELOPMENT

Services:

Brand Development

Content Creation & Digital

Creative & Communications

Industries:

FMCG

We provide the Lavazza Montenegro client a full service that includes:

• Positioning and development of brand strategy, art directorate and market presence
• Creating integrated campaigns for each individual product in Lavazza offer
• Creating content for ATL and BTL activities
• Managing social networks and creating content for digital communication channels
• Design and implementation of promotional activities
• Expanding the base of potential customers and increasing online sales on the e-shop

For Lavazza Montenegro, we conceptually created and developed the image campaign “Jednstavno znaš” (You simply know) with the aim of the message indicating that those who enjoy Lavazza coffee know that it is the right choice.

The visuals for the “Jednostavno znaš” campaign were created in three directions. Visuals with Montenegrin motifs are shown, then elegant visuals on a black background with espresso coffee in the foreground, as well as everyday life situations that we encounter and that a real escape from everyday life is a cup of real espresso.

The image campaign “Jednostavno znaš” (You simply know) attracted the attention of fans of this coffee in Montenegro with its art direction and message.

M2Communications