The Newborn monument (stylized NEWBORN) is a typographic sculpture and tourist attraction in Pristina, Kosovo,[a] unveiled on 17 February 2008, the day that Kosovo declared independence from Serbia. The monument consists of the English-language word "Newborn" in capital block letters, which were painted bright yellow when the sculpture was first revealed. The monument was later re-painted with the flags of the states that have recognized Kosovo. Newborn will be painted differently and unveiled on 17 February every year. The monument attracted the attention of international media reporting Kosovo's declaration of independence, and it was featured prominently on the front page of The New York Times.
The monument was created by Fisnik Ismaili and creative agency Ogilvy Kosova. At the unveiling the organizers handed out black permanent markers and invited then President Fatmir Sejdiu and Prime Minister Hashim Thaçi to sign it, followed by some 150,000 people attending the manifestations on 17 February 2008.
Weighing in at 9 tons, Newborn's dimensions are 3.0 metres (10 ft) by 24 metres (79 ft) by 0.9 metres (3 ft), set in DIN Black typeface. Newborn was the first large public monument to commemorate Kosovo's independence. It was built in ten days of around the clock work.
"Newborn" was chosen as a single English word for the power to describe the birth of a new country, its positive connotations, ease of understanding by non-native English-speakers, and potential to present Kosovo as a new, contemporary, trendy country. The yellow color was chosen in combination with blue banners and the supporting slogans to represent both Kosovo's new flag colors as well as EU colors. According to New Kosova Report, the supporting slogans used during the unveiling were "NEW life is BORN", "NEW hope is BORN", "NEW future is BORN" and "NEW country is BORN", all presented in blue and yellow colors.
The monument has won prizes in six major international competitions in design category. Silver Clio Award was awarded at the 49th Clio Awards Festival for motivating human behavior in significant ways, the prestigious Cannes Gold Lion was awarded at the 55th Annual Cannes Lions International Advertising Festival, Eurobest European Advertising Festival Silver Award, Golden Drum Grand Prix and LIA (London International Awards) finalist, all awarded in 2008, and The One Club Merit Award awarded in 2009. The re-painting of the monument was a selected finalist at the 54th Clio Awards Festival in 2013.
Notes and references
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- Kosovo is the subject of a territorial dispute between the Republic of Serbia and the Republic of Kosovo. The latter declared independence on 17 February 2008, but Serbia continues to claim it as part of its own sovereign territory. Kosovo's independence has been recognised by 108 out of 193 United Nations member states.
- "NEWBORN, the symbol of Kosovo Independence". New Kosova Report. July 4, 2008. Retrieved March 29, 2013.
- Védeilhé, Antoine and Thomas Lecomte (March 5, 2013). "Live from Kosovo, the country which turned five". Cafebabel.com: The European Magazine. Retrieved March 29, 2013.
- "Outdoor ads as monuments, sculptures, stunts, installations, statues — Government Of The Republic Of Kosovo: NEWBORN MONUMENT". Coloribus Creative Advertising Archive. Retrieved March 29, 2013.
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- "Golden Drum Report". Retrieved March 28, 2013.
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- "Clio Awards Shortlist Catalog". Retrieved May 18, 2013.
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