#Unwanted
Campaign idea
To fight against selective abortions of girls in Montenegro and confront traditional society we have created the #Unwanted song for national Eurovision contest: Montevizija, broadcasted live on 17. 2. 2018. We partnered up with pop star Katarina Bogicevic, to voice out the issue. The lyrics of the song portray the unspoken words of #Unwanted girls and their rights to belong to this world. By using song as a tool during live event whole society was impacted, and campaign got massive support of media, public figures and goverment. We wanted to start a change in the society and we did. With one song.
Brand name: NGO Womans Right Center
Advertiser / client: NGO Womans Right Center
Product / service: Human rights and gender equality
Campaign name: #Unwanted
Agency network: MCCANN WORLDGROUP
Agency: McCann Beograd, McCann Podgorica
Additional company: UM Podgorica
Executive creative director: Jana Savić Rastovac - McCann Beograd
Creative director: Sandra Vujović - McCann Podgorica, Vladimir Ćosić - Digital Creative Director
Art director: Lidija Milovanović, Jelena Grahovac, Saša Jovićević, Kristina Jovanović, Zdravko Kevrešan
Copywriter: Dubravka Petrović, Sandra Stojanović, Creative Writer: Dom Butler - McCann London
Designer: Bojan Čude
Account director (agency): Emina Azizi, Account Executive: Dunja Šoškić
Media director: Media Supervisor: Jelena Roganović
Managing director: Jelica Jauković - McCann Podgorica; Ivan Čelebić - UM Podgorica; Deputy CEO, I&F McCann Grupa: Olivera Perković; CEO, McCANN ADRIATIC Vladimir Dimovski
Pr director: Communications Director for Creative Excellence Adriatic & Nordic: Marija Vićić
Photographer: Photographer: Erik Messori – CAPTA
Music: Katarina Bogićević - Singer, Aleksandra Milutinović - Composer, Darko Dimitrov - Song producer
Agency producer: Executive Producer: Chris Cartwright - McCann London
Digital strategist: Digital Media Planner: Vučić Popović
Additional company: Creative Traffic: Dubravka Perišić;
Chairman: Srđan Šaper;
Global ECD, President Creative Europe: Adrian Botan;
Senior Editor – Paul Jenkinson – McCann London
