GARI - People say the most popular and famous word that originates, and is associated with Novi Sad. Gari is a term used to describe a pal, buddy, a guy from the hood. If you use this word outside of Novi Sad it is very likely that almost no one will understand you.
BECARUSA - girl, woman who lives an easy going life. She is cheerful, prone to flirting and is fond of good times. She loves life.
GRACKIRANJE - city tax on marbles ! Yes that's right marbles ! It is when you play marbles and then suddenly the unknown gang of kids come from a side and just take half of your marbles. Because tax !
Version of the words awesome, amazing, magnificent that comes from Novi Sad. When something is very good, beautiful, well, interesting or even tasty, all of that can be replaced with the word PRETERANO!
DAVA - Petrovaradin Fortress. It is loved for it's beauty, mysterious underground tunnels and atelier. Also for it's planetarium, spring romance that is strangely always present then and there, and for clock with reversed hands. And because of Exit festival of course!
ZjuuuUUuUUuu - Expression one uses when surprised. Good people of Novi Sad mostly use this word spontaneously when they hear or see something wildly strange or indescribably beautiful.
GORNJAK is a term from Novi Sad used for "jacket". Originally gornjak explicitly means denim jacket (jacket made of denim), but today you can hear this word being used even for describing leather jackets.
PICIGEN is actually a game that was created in Novi Sad. It is played in shallow water up to the ankles. For good game of Picigen it is desirable to have 5-6 participants and a small rubber ball. The point of game is to pass the rubber ball from one person to the other, however there are some tricky rules. The fun part of the game is that you have to use only one arm for catching and passing and you also have to jump while doing all of that. Of course some acrobatics are always welcome !
Project directed by Play Media, Novi Sad (Serbia)
Idea, Art Direction & Photography / Jelena Pajic
Copywriting / Stasa Vukadinovic
Illustration, Typography & Design / Dia Andrea
Idea, Art Direction & Photography / Jelena Pajic
Copywriting / Stasa Vukadinovic
Illustration, Typography & Design / Dia Andrea