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.
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.
