New Year's celebration?

Creative idea

Brief: Increase awareness of Magna and motivate Slovak citizens to aid Ukrainian children affected by war. Solution: We used the similarity between New Year’s fireworks sounds and gunfire to highlight the ongoing conflict in Ukraine. These sounds were broadcast as radio spots on major Slovak stations during New Year’s Eve, juxtaposing festive celebrations with the harsh realities faced by Ukrainian children. The campaign also extended to respected newspapers' podcasts, amplifying its impact. This strategic timing and powerful audio effectively called for immediate support for Magna, urging listeners to act during a moment of celebration.

Brand name: Magna humanitarian organisation
Advertiser / client: Magna humanitarian organisation
Product / service: humanitarian aid
Campaign name: New Year's celebration?
Agency network: OGILVY
Agency: Istropolitana Ogilvy, Bratislava
Chief creative officer: Peter Darovec
Creative director: Roman Hríbik, Michal (Mio) Valúšek
Art director: Michal (Mio) Valúšek
Copywriter: Roman Hríbik, Peter Darovec
Account director (agency): Martin Toman
Client account director: Matej Benček
Strategic planner / strategist: Veronika Romsauerová, Juraj Plánovský
Digital creative: Zuzana Frtúsová