The campaign #Nezeljena (#Unwanted) won Gold at the McCann Worldgroup European Summit 2018 in Barcelona, in the Sense of Urgency category. This award is only given to exceptional campaigns that prove that the agency team understands the dynamic pace of work and the changing environment in which it has never been more important to provide quick solutions and be agile and flexible in your reactions.
Sandra Vujović, creative director of McCann Podgorica, said on this occasion: “This is a campaign we are all emotionally tied to, so every recognition really means a lot. I am proud of the whole team and all that we have achieved together. The unwanted not only raised awareness of the great problem of the pre-natal selection of the baby’s sex, which we are facing in Montenegro, but has re-established the issue of gender equality and the overall position of women in our society. The Unwanted pointed to the root cause of these problems. It got us moving and united us around the same goal: to make unwanted become wanted.”
“I deeply believe in the power and truth of this story and the change in the value system that we started with this campaign. I am very proud of the teamwork of our two offices from Podgorica and Belgrade. For all of us involved in the mission to make Unwanted Wanted, positive reactions and public support, as well as willingness to act represent professional and personal satisfaction,” added Jana Savić Rastovac, creative director of McCann Belgrade agency.