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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
    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

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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

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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

    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

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    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

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

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    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home News

McCann Celebrates Superheroes of Today

The campaign from Belgrade traveled all over the world, and its conceptual solution was exclusively published on the special front pages of the magazine "Nedeljnik"

21/09/2021
in Featured, News
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

An avalanche of positive comments, praise, reports in the world’s most important media in the field of communications, emotions, a powerful initiative of media partners, creatives and artists across Europe – this time, it is all in service of a prestigious, global brand that deserves respect and the most sincere gratitude – health workers.

Hard times always create great heroes, and they are almost always anonymous individuals who selflessly and bravely sacrifice for the benefit of others. In these difficult months during the fight against the COVID-19 virus, it was the women and men on the front lines, in coats, protective equipment, behind tight masks and glasses.

These brave people were successfully brought to the fore and received their appreciation through a large campaign by the McCann called “THANK YOU, DOCTORS”.

Across the region, McCann and UM agencies, members of the I&F McCann Grupa, as well as their media partners, simultaneously filled the streets of Belgrade, Zagreb, Sarajevo, Podgorica, Skopje and Tirana with creative solutions, messages of support, gratitude to doctors and medical staff, and much-needed optimism regarding our future. The idea behind the #supportthedoctors campaign was also to raise people’s awareness of the current situation and the importance of solidarity and support for health workers who risk their lives every day and fight for all of us.

The “THANK YOU, DOCTORS” initiative involved many McCann agency creatives, who designed nearly a hundred posters. Moreover, more and more creative teams are joining the action every day:

“A series of art posters created by colleagues from McCann offices in the region immediately aroused the emotions of all of us at UM. It was a great pleasure to join this campaign and invite our media partners, especially outdoor media, to help the message of great gratitude reach real superheroes, doctors, and medical staff across the region in places where they will surely notice them, near the COVID hospitals. Thank you, colleagues, thank you to the media partners and most of all thank you to our real heroes – doctors,”said Branislava Cagronov, Regional Managing Director at UM.

Jana Savić Rastovac, Executive Creative Director at McCann Beograd, led this project. She emphasizes that in this, as in any other time, the power of creativity certainly lies in its meaning, and meaning as such – is now most needed:

“In the #supportthedoctors campaign, we did the same thing we normally do every day – we looked for the best idea. The situation in which many positions in the media were vacant inspired the initiative of gratitude and support for doctors, which is being implemented in many countries in Southeast Europe. We joined the initiative with great enthusiasm in our region as well. Teams from Belgrade, Zagreb, Tirana, Skopje, and Sarajevo contributed to this unique exhibition. We have put our knowledge, talent, design, and thought in the service of something bigger and that is why we are very happy. “

The domestic and global public both reacted enthusiastically to the solution created by the McCann Beograd agency, which presented doctors in the role of superheroes in a simple way. The campaign from Belgrade traveled all over the world, and its conceptual solution was exclusively published on the special front pages of the magazine “Nedeljnik”:

“The photos of the medical staff that appeared in the media completely left me speechless. It was then that I realized the gravity of the situation, their greatness, and courage. The idea somehow built itself up. The fact that we have touched the hearts of a large number of people around the world, speaks in favor of the success of our intention “, explains Lidija Milovanović, Head of Art at McCann Beograd, who designed the cover of Nedeljnik.

We are sharing with you the gallery of all creative solutions from the Adriatic region.

Tags: I&F Grupa
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