E04. Use of Original Composition for a Brand or Campaign
Entrant
McCANN BELGRADE, SERBIA
Idea Creation
McCANN PODGORICA, MONTENEGRO
Idea Creation 2
McCANN BELGRADE, SERBIA
Media Placement
McCANN PODGORICA, MONTENEGRO
PR
McCANN PODGORICA, MONTENEGRO
PR 2
McCANN BELGRADE, SERBIA
Production
McCANN PODGORICA, MONTENEGRO
Production 2
McCANN BELGRADE, SERBIA
Credits
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.
Background
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.