New roads for kosovo

The newly independent Republic of Kosovo yesterday broke ground for a €700-million road linking the capital, Pristina, to Albania, eventually providing access to international ports and markets.

What’s that got to do with popular culture, you wonder? Well, Kosovo is a strange little place. Not only is it one of the world’s youngest countries (the government declared independence from Serbia in 2008), Kosovo has the youngest population in Europe. The average age of the 1.8 million residents is just 25.9, compared to 36.9 in Australia, 35.3 in the US and 39 in the UK.           

Last year the government unveiled Kosovo: The Young Europeans, an $8.5-million Saatchi & Saatchi ad campaign focussing on the country’s youthful optimism - without mentioning the 30-40% unemployment, history of hostility between the ethnic Serbian/Albanian populations, organised crime or economic mismanagement. The one-minute spot shows young people with giant bright yellow puzzle pieces coming together from all over the country, to form a giant map of Kosovo.

It’s an ambitious attempt at national branding, and the accompanying website presents Kosovo’s youth as attractive artists, musicians, actors, film-makers, students, sports people and general creatives. (With a little foresight, S&S probably should have included some construction workers - seeing as the new motorway is set to employ thousands of locals - but it may not have fit with the glamorous campaign imagery).

This youthful populace is also represented in the new government. Prime Minister Hashim Thaci recently turned 41, while government spokesperson slash Member for Education/Science/Youth, Memli Krasniqi, is just 30 years old.

Prior to entering politics, Krasniqi (shown above hard at work, and in his former guise) was one half of Ritmi i Rruges (Rhythm of the Street), a pioneering hiphop duo who coined the term ‘Albanian rap’ to describe their fusion of hiphop beats with Albanian lyrics.

Krasniqi may be accustomed to crowds of fans, but today all eyes were on the motorway. Well, the ground where the motorway will be built, which I believe is beneath the blue bin: 

I’m guessing there’s not a lot to do on Sundays in rural Kosovo, or else maybe these folks are excited for a project that will create new opportunities and connect their small nation to the greater world*.

If you’re interested, read more on Kosovo’s struggle for gaining international recognition for their independence, as most countries with separatist movements (Russia, China, Spain, etc) refuse to acknowledge their independent status and have thus far prevented the new nation being recognised by the United Nations.

Two strange points to note: while the UK officially recognises Kosovo, British Airways, cannot, until the UN does first. And while Taiwan recognises Kosovo’s independence, Kosovo doesn’t recognise Taiwan’s, in an attempt to gain favour with mainland China.

Now, I’m no diplomat, but they probably should’ve sorted this out before they blew $8.5 mill on a national branding campaign (& let’s not start on the motorway costs…).

Watch the Saatchi & Saatchi campaign here on Youtube or Krasniqi (in English) helping out his urban friend Biero, below. Krasniqi - in the club with the ladies - comes in at 2.22. Be warned, it’s a bit greasy:

*Actually, there’s probably just not a lot to do.

<Krasniqi pic from Galeriaime.com>