Unanswered Calls

Creative idea

In 2025, 132 people lost their lives on Macedonia’s roads. For those who lose someone in a traffic accident, one of the hardest moments comes when they call their loved one and the phone just keeps ringing. No answer. This is the sound of losing someone. To make the entire nation experience that loss, A1 turned an unanswered phone call into a road safety message. We raised awareness by promoting a mysterious phone number with a simple question: “Do you know what irresponsible driving sounds like?”. People started calling and all they heard was endless ringing. Silence became the loudest message.

Brand name: A1 Macedonia
Advertiser / client: A1 Macedonia
Product / service: Telecommunication
Campaign name: Unanswered Calls
Agency network: McCann
Agency: MCCANN SKOPJE
Creative director: Bojan Dodevski
Art director: Jovan Stojanovski, Boban Milanovic, Petre Reshov
Account director (agency): Milena Spirovska
Managing director: Goran Dimovski
Strategic planner / strategist: Irina Maja