Images of the Balkan War of the late 1990s broadcast around the world had left an enduring impression.

Ten years on, a troubled image remained.Research in 6 countries presented a challenging starting point; an image rooted in the past, with associations of 'War', 'Poverty', and 'Refugees'. We would need to dramatically shift perceptions from the problems of the past, to the potential of the future.Audiences included world governments, investors, donors, neighbouring countries, Kosovars themselves, the EU, and tourists.We found the answer on the streets of Kosovo - in the masses of young people we saw everywhere around us.In fact, Kosovo has the youngest average age of any European country - only 25.

Few things have greater potential than the power of youth.Our aim was clear: To bring the spirit of youth to the old continent.

Kosovo - The Young Europeans

13 more countries recognised Kosovo's independence.Kosovo's legitimacy upheld by The Hague (ICJ).Special mention from Tony Blair: "I love your recent publicity slogan - Kosovo: the Young Europeans".Hillary Clinton - US Secretary of State, commented on the youngest in Europe idea: "Now that's exciting to me".Predicted by IMF as one of Europe's 2 fastest growing economies in 2011.In a survey with 900 Europeans, after being shown the ads, attitudes changed dramatically:Kosovo's Image Before/ After Exposure:Young: 20% / 67%Positive: 33% / 78%European: 27% / 61%Optimistic: 26% / 68%Source: AMR

The 'Young Europeans' idea was established in mass media and then gained engagement in a huge variety of narrower channels.First spots aired on CNN, Euronews, Sky, with print in Economist, Newsweek.Leaders were targeted with European Voice, The Banker, in-flight magazines in Austrian Air, Brussels Airlines.For Kosovo's 2nd Independence Day people around the world were invited to record and upload video greetings. The best clips aired on CNN.

An 'Arabic' version of the commercial aired on Al Jazeera.Ads in El Pais and El Mundo targeted Spanish leaders - holding EU presidency at the time.Europe Day 2010 - ads ran in newspapers of the 'non-recognizing' EU countries: Spain, Romania, Greece, Cyprus, Slovakia.

In Brussels, boxed puzzles were delivered to 250 MEPs.Branded events: -Leadership training.-Sporting events.-Film festivals.-Rock concert..Featured during Kosovo visits of Joe Biden, Bill Clinton, Tony Blair, and Hillary Clinton