Taxi Drama


Director: Vladimir Ćosić
Director of Photography: Dusan Petkovic
Agency: McCann Beograd
Client: Yugoslav Drama Theatre

McCann Belgrade’s “Taxi Drama” campaign won the bronze medal at this year’s Cresta festival in the Media & Entertainment (online film) category.
This campaign was made in the attempt to reposition and refresh the image of one of our most renowned theaters, Yugoslav Drama Theatre, and is the only campaign to enter finals from the South East Europe and win an award at this prestigious festival.

In order to promote theatre to a new audience, the most famous theatre in Belgrade, Serbia – Yugoslav Drama Theatre – started an unusual viral campaign consisting of three videos. Disguised actors drove taxi cabs and told their unsuspecting passengers unbelievable “personal stories” about murders, death threats and crazy family issues. Only at the end of the ride, shocked customers discovered that the stories were actually plots from classical plays that are part of the theatre’s repertoire. The whole story went viral immediately and gained huge PR attention.