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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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

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

  • Dnevnik

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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

  • Mladi lideri

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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

  • 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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You can’t become what you can’t see!

How Advertising can bring changes in the world and create new social norms?

22/06/2018
in News
3 min read
You can’t become what you can’t see! 2

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Sandra Vujović, Copywriter, McCann Podgorica

We are all familiar with the concept of heroes and superheroes. These are the undisputed, brave fighters for justice, truth and change; they are visionaries, drivers and models. For starters, let’s do a little test. Write the first five names of heroes or superheroes that came to your mind.

Now please look at how many women names are among those you wrote on the paper. One? Not even that?

You’re probably thinking now about all the women heroes from comics, or the small and large screens, like Wonder Woman, Cat Woman, Jessica Jones, Supergirl or Electra Nachios? Or the unique ‘mother of dragons’ Daenerys Targaryen? Or the famous Marvel hero from the Second World War, the crafty Agent Pegi Karter? Or the names of great women from the history of civilization, say, from Joan of Arc, through Marie Curie, Frida Kahlo, Clara Zetkin, Coco Chanel, Indira Gandhi, to Gloria Steinem or Tarana Burke. There are so many of them, right? All of them are the indomitable, brave fighters for justice, truth and change. Visionaries, drivers, and role-models. And how come we don’t remember them? The answer is simple: because of stereotypes.

Breaking stereotypes, respecting and accepting diversity, gender equality, encouraging women to take on bigger and more important roles in society and presenting the concept of “Shero“, these were the main themes of the eighth annual breakfast that was hosted on Wednesday, June 20, by The Interpublic Group (IPG). These are also some of the main topics of this year’s Cannes Lions Festival.

You can’t become what you can’t see! 1

The program called Woman at Work brought together several important heroines of today who, through their work and activities, succeeded in defeating cultural, racial and sex stereotypes and setting new standards. Addressing the audience of hundreds of women were the American Olympic champion in fencing, Ibtihaj Muhammad, then Jessica Bennett, Gender Editor at The New York Times, legendary author, activist and feminist Gloria Stein and founder of the #MeToo movement, Tarana Burke. They shared their experiences and attitudes on the role of advertising in the transformation of the world through the destruction of stereotypes.

You can’t become what you can’t see!

Why is it necessary to break stereotypes? “Because we can’t become what we can’t see,” as Jessica Bennet defined it.

Instead of supporting and exploiting male-female stereotypes, advertising must begin to reject and break them. Its role in breaking stereotypes is crucial. It shows what we can achieve, what we need to be and what we need to strive for. Advertising shapes the world more than anything else. More than any ideology, religion, or politics. It is the one that brings change and creates a picture of the world. It can also show us how the world we want to belong to looks like. For this reason, we, the advertising people, we need to change the ways in which we depict the roles of both genders in the society, as well as the ways in which we treat them and depict their habits and needs.

These changes can also be a great opportunity for brands, not in terms of adapting to changes, but in terms of active participation in them. Viewed from that angle, brands can become heroes, or bearers of change – visionaries, drivers, role-models.

Tags: Cannes LionsEqualityMcCann PodgoricaSandra VujovićWomenWomen at WorkŽene
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