Creative agencies McCann Zagreb and Fahrenheit, with the full support of the media agency Universal McCann, devoted their creativity to the wellbeing of the community, resulting in a campaign Superseniors. This is a project whose only goal is the wellbeing of all members of society. The project entitled Just older, nothing more! was realized in the organization of the foundation Zajednički Put from Zagreb in order to sensitize the public about the importance of older people in community life. The campaign was launched in partnership with the Foundation Slagalica from Osijek, as part of development cooperation in the field of philanthropy with the National Foundation for Civil Society Development.
As part of this socially responsible project, one of the main reasons and motives for inclusion of McCann Zagreb, Fahrenheit and Universal McCann was to warn of the importance of these issues and encourage all others to do the same with their contribution.
Chief Creative Director of agencies McCann Zagreb and Fahrenheit, and also the author of the project, Hrvoje Škurla said: “Exclusion of the elderly from the community life is a problem that almost nobody notices. The media forget them, the environment in which they live does not provide them quality content. When the people from the Foundation Zajednički Put present their project Superseniors, we accepted it as a kind of duty and honor. We decided to turn to the public in a simple and striking way, we ‘aged’ familiar faces and sent a message that with years they will not become someone else. They will continue to be our Antonija, Iva, our Toni and Janko – just older, nothing more. We are especially proud of the aging technique used in TV commercials, where with the help of make-up and technology we succeeded to add about thirty years to our stars in just 25 seconds. It is a technique for which we can say that it has not been used at the world level yet.”
Project leader Saša Ivan, Client Service Director at McCann Zagreb said: “Active engagement of marketing agencies in projects such as this gives additional meaning to our profession. Unfortunately there are too many such and similar projects in need of support, and none is less important than the other. I’m glad that in our own specific way we at least gave some contribution to this humanitarian action and the foundations that launched it, ensuring with the help of a lot of good people that their voices are heard.”
CEO of Universal McCann, Mario Lovrić commented on participation in the project: “With great pleasure we accepted the great initiative to contribute with our work and expertise in the field of media planning and help the success of the campaign Superseniors. A lot of heart has been invested in the campaign and we are proud that it had been successful. We thank our media partners who have supported the action.”
The main actors, who have supported this project, recognizing its importance and donating their time to the production phase of the campaign were Antonija Blaće, Iva Šulentić, Janko Popović Volarić and Toni Cetinski.
Support to the campaign was also provided by the production company Centralna Jedinica, agency for public relations PR365 studio, as well as many other professionals who didn’t charge their work, so the campaign will be implemented across all media without charge.
