The Most Important Call in Life

Creative idea

The Most Important Call in Life refers to the life-saving phone call transplant patients hope to receive. The creative idea centered on waiting — and how to make it universally understood. The hourglass, symbolizing time running out, became the campaign’s core. On October 16, 2,000 hourglasses were placed in Republic Square in Belgrade, each representing a person on the waiting list. This large-scale installation marked the beginning of a fully integrated campaign. The hourglass appeared across all communication channels – including OOH, TVC, social media, PR, and digital. A single, consistent symbol conveyed urgency and brought the issue into public focus.

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