Bronze Eurobest

Case Film

Presentation Image

Category E04. Use of Original Composition for a Brand or Campaign
Name Company Position
Jana Savić Rastovac McCann Beograd Creative Director
Sandra Vujović McCann Podgorica Creative Director
Vladimir Ćosić McCann Beograd Digital Creative Director
Lidija Milovanović McCann Beograd Associate Creative Director
Jelena Grahovac McCann Beograd Senior Art Director
Saša Jovićević McCann Podgorica Art Director
Kristina Jovanović McCann Beograd Senior Art Director
Zdravko Kevrešan McCann Beograd Innovation Excellence Art Director
Dubravka Petrović McCann Beograd Associate Creative Director
Sandra Stojanović McCann Beograd Copywriter
Bojan Čude McCann Podgorica Designer
Emina Azizi McCann Beograd Regional Account Director
Dunja Šoškić McCann Podgorica Account Executive
Jelena Roganović UM Podgorica Media Supervisor
Jelica Jauković McCann Podgorica Managing Director
Ivan Čelebić UM Podgorica Managing Director
Olivera Perković I&F McCann Grupa Deputy CEO
Vladimir Dimovski McCANN ADRIATIC CEO
Marija Vićić McCann Beograd Communications Director for Creative Excellence Adriatic & Nordic
Erik Messori CAPTA Photographer
Katarina Bogićević Singer Singer
Aleksandra Milutinović Composer Composer
Darko Dimitrov Song producer Song producer
Chris Cartwright McCann London Executive Producer
Vučić Popović McCann Podgorica Digital Media Planner
Dubravka Perišić McCann Beograd Creative Traffic
Srđan Šaper I&F McCann Grupa Chairman
Adrian Botan McCann WORLDGROUP Global ECD, President Creative Europe
Paul Jenkinson McCann London Senior Editor
Dom Butler McCann London Creative Writer

Why is this work relevant for Entertainment?

To give the voice to unwanted girls of 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. We wanted to start a change in the society and we did. With one song.


In Montenegro, traditional and patriarchal society, women are pressured into having sons over daughters. With the increasing availability and abuse of genetic pre-natal tests, families are using the results to have sex-selective abortions once they find out that they will have a girls. This practice is wide spread and open secret in society. Implications are obvious: Girls are unwanted in Montenegro. Women’s Right Center, NGO in Montenegro, dedicated to promotion of women’s rights and gender equality, created conversation in the society and launched a campaign to influence a change of legislature and prevent abusing of genetic prenatal tests as well as sex-selective abortions. To draw attention and make an impact WRC used national Eurovision contest to start conversation and increase awareness about #unwanted girls, gender equality and how essential girls are in the society.

Describe the creative idea

To give the voice to #Unwanted girls of Montenegro and confront traditional society we have created the #Unwanted song. For their voices to be heard, we have used Eurovision as a platform and put #Unwanted song to compete for the representative of Montenegro at Montevizija, official national finals and one of the most watched TV programs in the country. The lyrics of #Unwanted song portray the unspoken words of Unwanted girls and their rights to belong to this world. The core of our idea was to steer the conversation about the issue of selective abortions in a manner least expected and to serve the topic on the table of conservative country in the form everyone is so fond of: music. We wanted to start a change in the society and we did. With one song.

Describe the strategy

Women’s Right Center wanted to make revel open secret, confront traditional society and make an impact with right event, right message and right person. Our strategy was hijacking the Eurovision as a platform. To use Eurovision national contest, as one of the most watched TV programs to set a light on a subject of #unwanted girls in unexpected way and kindle the social conversation by creating a song that will speak to the whole nation. An event that will steer the conversation about the issue and result in opening the subject in public as well as ignite people to react and answer by signing the petition to change the law.

Describe the execution

To give our message different kind of voice WRC partnered with famous young pop singer Katarina Bogicevic and pop hit maker and songwriter Aleksandra Milutovic to create a song for national Eurovision song. #Unwanted was not just a pop song it gave voice to the #unwanted girls rising the issue in traditional society. When the song entered the final competition, 30 second song teaser was released to the public followed by series of interviews talking about the issue, which created the interest of all media covering the issue of selective abortions and the petition to change the law for the first time openly. Major public figures, ranging from music stars, actors to football players as well as influencers on the night of national Eurovision contest, FEB 17th, showed open support and invited people to vote for the song as well as sign the petition to change the law.

Describe the outcome

Online petition demanding to change the legislature gathered more than 6000 signatures in record time, leading the Government of Montenegro to support the change of law. More than 80% of total population reached through earned media More than 70% of 18+ population reached through digital channels More than 50% of total population reached via social influencers’ pages More than 1,5 million Twitter impressions Over 2.700.000 impressions in digital Earned vs Paid media - 104 times higher Major public figures and influencers supported the #Uwanted by sharing the song and petition link including Eurovision winner Marija Serifovic sharing and supporting the song. #Unwanted song became the hit on radio stations and unofficial anthem of girls in Montenegro. #Unwanted campaign reached not only Montenegro, but also more than 20 countries International media coverage from regional and international press covering the campaign.