The campaign #Unwanted won Gold at the McCann Worldgroup 2018 European Summit in Barcelona, in the category of “Sense of Urgency”. The award is granted to exceptional campaigns that prove that the agency team understands the dynamic pace of work and a changing environment in which it has never been more important to provide quick solutions and react agilely and flexibly, says the agency.
Sandra Vujović, Creative Director at McCann Podgorica, said: “This is a campaign to which we are all emotionally bound, so every award means a lot. I’m proud of the entire team and everything we have achieved together. #Unwanted hasn’t only raised awareness about the great problem of prenatal gender selection, which we are facing in Montenegro, but has re-launched the issue of gender equality and the position of women in our society. The #Unwanted has pointed to the cause, or root of these problems. It moved and united us around the same goal: that the unwanted become wanted.”
“I deeply believe in the power and truth of this story and changing the system of values that we have initiated with this campaign. I’m very proud of the team work of our two offices from Podgorica and Belgrade. For all of us involved in the mission of the #Unwanted to become #Wanted positive reactions and public support, as well as readiness for action, represent a professional and personal satisfaction,” added Jana Savić Rastovac, Creative Director at McCann Beograd.