Environment

Organic food ad features Belgrade as a city it could be

Published

February 1, 2019

Country

Comments

comments icon

0

Share

Published:

February 1, 2019

Country:

Comments:

comments icon

0

Share

Earlier this week the world’s most polluted major city according to AirVisual’s rankings, Belgrade was recently featured as a green city in German supermarket chain Penny’s viral organic food ad. The virtual greenery transformed even New Belgrade’s brutalism into a fairytale environment for a healthy lifestyle and an overall good mood.

In the ad, Nena, known for her 1980s hit 99 Luftballoons and today also for her sustainable lifestyle, sings about a fine day as she walks through Belgrade surrounded by real and virtual greenery – both added for the set – urban gardens, birds, and butterflies.

Photo: Penny.de

The video ends with what is a sad scene for many Belgraders – the Old Sava Bridge, in reality counting its last days, is transformed into an unreal structure wrapped in lush greenery.

And while the Old Sava Bridge is perhaps a thing of the past, at least in the place where it was built in 1942, Belgrade’s sustainable development is a thing of the future, provided the city authorities start tackling structural problems connected to air pollution, waste management, and spatial planning, but also provided that residents themselves contribute to a healthier and greener life in the city.

The latter is possible without any help from the authorities – everyone can make their balcony greener and abstain from littering and parking their car in undesignated spaces, or even driving when it’s not necessary. Not to mention burning hazardous waste such as plastic and tires for household heating, making cities across the region some of the most polluted in the world.

Green roofs are among the solutions developed by modern architecture in search of sustainable building solutions. Balkan Green Energy News has recently also featured the Green Living Concept involving a green roof, green terraces, and green walls.

Solutions are there, and it’s up to all of us to apply them if we wish to live a life resembling a German ad for organic food, filmed in an unreal city.

Comments (0)

Be the first one to comment on this article.

Enter Your Comment
Please wait... Please fill in the required fields. There seems to be an error, please refresh the page and try again. Your comment has been sent.

Related Articles

bih sarajevo Register of Air Emissions and the Information System of Air Pollutants home fireplaces

Sarajevo rolls out fully digital system to track air-polluting emissions

18 April 2025 - The capital of Bosnia and Herzegovina has developed a register of air-polluting emissions and an information system to track pollutants.

Serbian Minister Mining Energy Dubravka Djedovic Dedović Handanovi Sara Pavkov environment

Serbian Minister of Mining and Energy Dubravka Đedović Handanović gets third mandate; Sara Pavkov takes over environment

16 April 2025 - Minister of Mining and Energy Dubravka Đedović Handanović started her third term while new Minister of Environmental Protection Sara Pavkov is the cabinet's youngest member

serbia wood pellets rulebook on solid biomass fuels

Serbia adopts first ever rulebook on standards for wood pellets

15 April 2025 - Serbia has adopted the rulebook on solid fuels from wood biomass, which for the first time regulates the quality of pellets and briquettes

Belgrade Energy Forum, BEF2025

Belgrade Energy Forum 2025 – 50 speakers at eight panels to track pace of SEE energy transition

13 April 2025 - Conference participants will hear in-depth analyses of the current situation, but also projections for the future.