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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

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  • Tema sedmice
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    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

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    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!

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    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

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    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

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    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

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McCann Beograd and Mastercard® campaigning for true heroes

McCann Beograd in collaboration with Mastercard® created the campaign “Together for a home that every superhero deserves”, whose goal is to raise funds for new NURDOR parents’ house

16/05/2019
in News
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Choosing the one true goal to stand behind is usually not easy, because there are many topics that deserve attention and support from companies. Nevertheless, Mastercard’s “Set what you care about in the first place” study conducted last year has confirmed that the most pressing initiatives in which citizens see the need for their own greater involvement, as well as greater investment from companies, are the healthcare initiatives, so this determined the choice of the final goal of their campaign.

“Children struggling with cancer are the most vulnerable group and need the greatest possible support. They are real superheroes, and the parent house in Belgrade is a project of national importance, which the whole community can actively support and thus start something priceless,” said Jelena Ristic, director for Serbia, Montenegro and Bosnia and Herzegovina at Mastercard.

All of us as consumers and users of Mastercard play a key role in opening another parent house as a place where small children suffering from cancer, during their treatment, can spend time with their parents. That is why it was important, but not so simple, to be explicit in pointing out this topic and sensitive in order to avoid making the message raw and harsh, because it primarily refers to adult people who are naturally a part of the solution, and who are also very sensitive to the subject of children.

“Although this is a most sensitive topic, we started from the human needs, and all we wanted to do is that children don’t feel different from their peers – they still have their own dreams and desires, but currently they are fighting the most important fight, which makes them true superheroes,” Aleksandar Milojević, strategic planner at McCann Beograd, explained their strategic approach to this campaign.

His colleagues from the creative department share that opinion. Art director Miloš Opačić and senior designer Branko Rosić say that by placing child cheerfulness and playfulness in the foreground, we show kids in their true light.

“And they are kids, just as all the others. With the same wishes and fantasies. Only behind them is a tough fight, which they might not even perceive as tragically as adults. This is actually their shield, and the child innocence is a ‘superpower’ that makes them true superheroes,” explained Marko Jovanović, copywriter.

Campaign “Together for a home that every superhero deserves” is not one of those campaigns that only state the situation and dwell on a bare emotional reaction. “We should always keep in mind that we are addressing a delicate, vulnerable group, whether they are children or their families. They need motivation, strength and support – not pathos and triviality,” said Luka Ličina, digital copywriter at McCann Beograd.

“It has been proven that immediately after adequate medical therapy, the positive attitude of the environment and society is vital, as well as the support and the belief in healing. That is why it is important to keep an optimistic tone,” Luka said. Marko adds that because of this fact, everyone in the team has intimately and intuitively sensed that boundary within them, between the pathetic and banal on one side and motivation and inspiration on the other, because “out of the context of advertising, we are all still everyday consumers of different campaigns, so we tried not to do things which we ourselves wouldn’t want to see,” he concludes.

As part of this campaign, each contactless, mobile or online payment with Mastercard cards helps support the fund for the construction of new NURDOR parent house. Cash payments can wait.

 

CREDITS:

Jana Savić Rastovac – Creative Director

Miloš Opačič – Senior Art Director

Branko Rosić – Senior Designer

Marko Jovanović – Copywriter

Luka Ličina – Digital Copywriter

Aleksandar Milojević – Strategic Planner

Nebojša Ereš – AV Producer

Tamara Vukadin – Account Manager

Emina Azizi – Regional Account Director

Produkcija: Focused Production

Tags: FinanceMasterCardMcCann BeogradNURDORSerbia
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