Successfully Concluded Campaign Creative. Protected. Yours.

The campaign Creative. Protected. Yours. was conducted from mid-November to mid-December 2025, in collaboration between the Delegation of the European Union to Serbia and the Intellectual Property Office, with project support.  

A series of videos was published on the social media channels of the Intellectual Property Office and the EU Delegation to Serbia, demonstrating how protecting ideas leads to innovation, how original products guarantee quality and safety, and how individual consumer choices make a difference in creating a safer and fairer market. 

The campaign featured influencer Andrija Jović (Andrija Jo). The videos reached over 2 million people, achieving a significant milestone in promoting intellectual property rights in Serbia. 

The highlight of the campaign was the conference celebrating the 105th anniversary of the Intellectual Property Office, held on November 25, 2025. 

Throughout the campaign, representatives of the Office appeared on national media in numerous TV shows to discuss the vital importance of intellectual property.