PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

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    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home News

Some campaigns change the order of products on shelves, this campaign changed the world for the better!

Inspired by the campaign for Jana, Lebanon adopted a law prohibiting hunt during bird migration season, and bringing stiff punishments for offenders

15/09/2017
in News
3 min read
Some campaigns change the order of products on shelves, this campaign changed the world for the better! 2

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Probably every creative in the advertising industry has the desire that their campaign achieves something greater than the mere increase of sales of a particular product, which is ultimately the main goal of market communication. Such campaigns are not frequent, but when they happen, they become a role model and motivation for everyone else, showing that it can be done.

One of these is the Imago Ogilvy’s ‘Feather is mightier than the sword‘  for Jana.

It’s a concept that is not based on the praise of the greatness of the brand, or the quality of the product, but tries to solve a great social problem through love – a space in which Jana has been building its communication for years.

It’s about launching a praiseworthy initiative to stop the killing of birds above Lebanon. Namely, every year poachers kill about two million migratory birds in the skies over Lebanon.

Numerous humanitarian and environmental associations have been struggling with this problem for years, trying to find a way to prevent the culling and bring the poachers to justice.

But the solution requires the initiative of the President, and the decision of the competent ministry.

Inspired by the story of Malena and Klepetan, which are also featured on its label, Jana decided to help in solving this problem. Since Klepetan each year flies over Lebanon on his way to Africa, and since this is the most dangerous part of his route, Jana sent a letter to the president of Lebanon, written with one of Klepetan’s own feathers, asking the president to do everything in his power to put an end to the tradition of killing of birds over his country.

However, it’s not easy to attract the attention of a president of a country, who faces hundreds of requests and problems every day.

But thanks to the wisely planned PR, only a few weeks after the letter was sent, the president’s daughter joined the campaign, as well as numerous other associations and individual initiatives.

 

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This joint effort and desire for change resulted not only in great engagement of the president in the protection of migratory birds, but also in concrete actions. At the end of this summer, a Law was signed in Lebanon prohibiting hunt during bird migration season, and stipulating stiff penalties for offenders. The first offender was arrested already a few days after the law entered into force.

This Jana’s campaign has generated great PR in Croatia and Lebanon, but also in a number of other world media, and the image of President Aoun with Klepetan’s feather circled the globe.

But the best thing would be that you watch the whole story about how love changes the world – even if it’s through an advertising campaign – in the video below:

Ivana Mlinarić, project leader from the Imago Ogilvy, said on this occasion: “The Internet has led to a completely new way of creating social change in the community and the world. Sometimes even the smallest, simple ideas can be the most influential. Through each project you grow – as an agency and as an individual – but to succeed in making such an important change, in a country that you hear about only in the news from time to time, is a great thing. I am very proud of my team that has used its passion to create a campaign for the improvement of the community and the society.”

Igor Mladinović, Chief Creative Director at Imago Ogilvy, commented: “Such campaigns prove the power of individuals in this great world, assuming those individuals have a huge desire, a bit of creativity and a lot of love. Some campaigns change the layout of cookies on store shelves, this one has changed the world for the better, and I will be proud of it for the rest of my life.”

“I have always argued that we who do this work yield the strongest weapon in our hands – the quill. Every idea begins with it, and with it we can put a stop to every end. When you truly believe in love, then the feather is really mightier than the sword,” added Darko Bosnar, Innovation Director at Imago Ogilvy.

Tags: Imago OgilvyJana
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