JANA – Dear Mr President

Agency: Imago Ogilvy;

Client: Jamnica d.d.

Awards: The campaign is included in the Top 25 in the Adriatic Region (BalCannes); Grand Prix Social commercial communications (Golden Drum); Silver Drum Adriatic (Golden Drum);

Brief: To promote a special edition of Jana, Malena & Klepetan through story of love as the main brand value.

Idea: To show the real power of love that the brand believes in by offering a solution to a real issue by acting in accordance with one’s values rather than just talking.

Solution: Klepetan, as he travels every year from Africa to Europe flies over Lebanon. There over 2 million migrating birds killed illegally in that country. Klepetan’s return to Malena is in serious danger. Jana decides to help solve this problem and enable Malena and Klepetan to continue their love story. Working together with Mr Vokic, Jana sends a letter written by Klepetan’s quill, as a symbol o pure love to M. Aoun, the Lebanese President. In the letter they appeal to the president to stop the merciless killing of the birds. With strong online PR and support of many humanitarian agencies, the president’s daughter, an environmental activist for many years, actively joins the campaign.

Results: Spurred by the letter, the Lebanese president starts a campaign to stop unlawful killing of migratory birds over Lebanon.  The government takes part and signs a document enabling prosecution of poachers. A week after signing the document, the first poacher has been apprehended and prosecuted.

The love story continues and shows that the quill is mightier than the sword. Jana has become brand no 1 in Croatia and the strongest brand in whole of the region.

Project team:

Lead creative director Igor Mladinović
Creative Director: Igor Mladinović, Darko Bosnar
Art Director: Darko Bosnar
Director of Inovations: Darko Bosnar
Screenplay: Igor Mladinović
Project Lead: Ivana Mlinarić
Designer: Srećka Gmaz