The media agency UM Podgorica won Gold at the 20th SEMPL festival of media trends held in Portorož. The international jury awarded gold to the campaign #Unwanted, which was realized in cooperation with McCann Podgorica and with support of McCann Beograd, in the Innovative Use of the Communication Channel category.
“On behalf of UM Podgorica, I would like to thank colleagues from McCann Podgorica and McCann Beograd for their excellent cooperation and congratulate the NGO Center for Women’s Rights on the realization of #Unwanted and perseverance in the fight for a better position of women in Montenegrin society. First of all, this recognition confirms the power of “full service” approach to campaigns and the importance of the synergy of the creative and media agencies. An innovative approach to selecting communication channels and “engaging content” are key factors for success in the era when the average attention of the target audience decreases due to the amount of information available. The campaign #Unwanted brings a great recognition for the advertising industry in Montenegro and I hope that in the future it will serve as a blueprint of successful “cause” campaigns”, Ivan Čelebić, Managing Director at UM Podgorica, said.
Sandra Vujović Creative Lead at McCann Podgorica, added: “The award is not only an acknowledgment for innovation, expertise and creativity, but a confirmation of excellent team work and excellent cooperation among agency teams. I am proud that together we managed to create and realize one such successful and quite emotional campaign that raised awareness for a big, important problem, and influenced the changes in Montenegrin society. The #Unwanted is a proof that a good idea, with a noble goal, easily gathers people and quickly finds the way to the heart of its audience.”
The largest regional conference of media trends, SEMPL, is an internationally recognized educational event that focuses on current events in the field of media, marketing and communications in the Adriatic region, and presents and analyzes examples of domestic and foreign good practices.