#Unwanted Agency: McCann Beograd, McCann Podgorica Advertiser: NGO Womans Right Center Group: S Activation

Creative idea explanation

To fight against selective abortions of girls in Montenegro and confront traditional society we have created the #Unwanted song.
We have national Eurovision contest as a platform for our campaign. 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 government. We wanted to start a change in the society and we did. With one song.

Advertiser:
NGO Womans Right Center
Additional company:
UM Podgorica
Agency network:
MCCANN WORLDGROUP
Country:
Serbia
Campaign name:
#Unwanted
Brand name:
NGO Womans Right Center
Product/service:
Human rights and gender equality
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 / Manager:
Emina Azizi, Account Executive: Dunja Šoškić
Media Director / Manager:
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
Other credits:
Creative Traffic: Dubravka Perišić;Chairman: Srđan Šaper;Global ECD, President Creative Europe: Adrian Botan;Senior Editor – Paul Jenkinson – McCann London