NEWBORN Monument 
Hot Pick Created in Kosova for Gov. of Kosova in Feb 2008
(Ad Campaigns, Promos & Events)
Only 10 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.
The Solution
We created the giant sculpture 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 car 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 and lasted for 24 hours.
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.
The sculpture has become the most famous monument in the country, protected by the government to preserve the signatures on it.
Awarded Cannes Gold Lion, Silver Clio and Golden Drum Grand Prix awards, 2008.http://www.ogilvyks.com/images/uploads/feature_newborn.jpg
