The Most Important Call in Life

Creative idea

The Most Important Call in Life refers to the phone call transplant patients hope to receive. To make the emotional weight of waiting visible, we chose a universal symbol of time: the hourglass. On October 16, 2,000 hourglasses were placed in Republic Square in Belgrade – each representing a person waiting for an organ transplant. This large-scale installation was the campaign’s emotional and visual starting point. Set in the city’s busiest location, it disrupted the everyday, raised awareness about the urgent need for organ donors, invited passersby to reflect, and brought a neglected public health topic into open, civic space.

Brand name: The Most Important Call in Life
Advertiser / client: Hemofarm Foundation
Product / service: Public Health / Organ Donation Advocacy
Campaign name: The Most Important Call in Life
Agency network: INDEPENDENT AGENCY
Agency: JAZAVAC I UTORAK, BELGRADE
Agency chief executive officer: Žarko Veljković
Chief creative officer: Žarko Veljković
Account director (agency): Ana Pupovac
Strategic planner / strategist: Ljiljana Vučetić
Additional company: Anđela Tanasković, Community Manager, JAZAVAC I UTORAK Dr. Ronald Seeliger, CEO of Hemofarm Group Sanda Savić, Senior Director Corporate Affairs and Communications of Hemofarm AD Suzana Djordjević, Director of Hemofarm Foundation Ivana Minović, Project Manager of Hemofarm Foundation Alena Pajić, Project Manager of Hemofarm Foundation Željko Veljković, Music Production