Writen by Abdul Mujeeb 10:24:00 AM - 0 Comments
|Dengue Campaign Team|
Leo Burnett is the first Sri Lankan agency to win two metals at the globally recognized CLIO Awards
Leo Burnett Sri Lanka also won two golds and two silvers at AD STARS 2014
LeoBurnett Solutions Inc., (LBSI) the local office of the global advertising network Leo Burnett Worldwide, created history once again for the country by winning six metals at two prestigious international award shows; AD STARS 2014 and the CLIO Awards. Leo Burnett is the first agency in Sri Lanka to win a metal at the CLIO Awards and is also the first in the country to win gold in the Public Relations (PR) Category. Arc Worldwide, the integrated arm of Leo Burnett handles the company’s PR and activation initiatives and is the only agency in Sri Lanka to achieve this level of international success. The awards were won for the ‘Mosquito Repellent Newspaper’ which the agency launched to combat Dengue in Sri Lanka.
LeoBurnett won two gold awards in the Promotion and PR categories and two silver awards in the Branded Content and Media categories at AD STARS 2014. This is the first time that a Sri Lankan agency has won gold and has been recognized in the PR category. The agency was also the first in the country to win two bronze awards at the CLIO Awards in the PR, Corporate Image and Design, Poster categories. The AD STARS festival, held in South Korea was judged by an illustrious jury comprising Yuya Furukawa, Chief Creative Officer, Dentsu Inc. Aaron Lau, CEO, Cheil Greater China, Jeff Curtis, Co-founder, Red Pill and Santosh Padhi Chief Creative Officer & Co-Founder / Taproot India, Mumbai to name a few. The CLIO Awards have been held in New York since 1959 and is a globally reputed awards festival which recognizes world-class work.
Commenting on Leo Burnett’s wins, Ranil de Silva, Managing Director, Leo Burnett Solutions Inc., stated, “I am honoured that we have once again been able to receive international recognition for our agency and our country at two of the world’s most prestigious award shows. Being the first agency from Sri Lanka to win two bronze metals at the CLIOs has helped us to put Sri Lanka on the map in the global marketing communications arena. The ‘Mosquito Repellent Newspaper’ is a brilliant idea which has gained many global acknowledgements. I would like to congratulate Sithum Walter and the entire team for conceptualizing this outstanding campaign. I am also extremely proud that Leo Burnett with its integrated arm, Arc Worldwide managed to receive the single honour, of being the first agency in Sri Lanka to win gold and bronze in the PR category at two international shows. These metals are a testament to the creative prowess of the Leo Burnett team. I am immensely proud of what they have accomplished for the company and the country.”
Commenting on the accolades, Trevor Kennedy, Chief Creative Officer, Leo Burnett Solutions Inc., stated, “It is an absolute honour for us to have been recognized at AD STARS 2014 and at the CLIO Awards. The CLIO Awards is a globally recognized international awards competition for advertising, design, digital and communications. The CLIO awards show is one of the largest award shows in the US. The fact that Sri Lanka has been recognized at such a prominent show is a very remarkable achievement for the country. The recognition Leo Burnett has received in the international arena will open many doors for Sri Lankan advertising and for the Leo Burnett office in Sri Lanka.”
Leo Burnett’s submission for both awards, was the ‘Mosquito Repellent Newspaper’ which was created in response to the spread of Dengue in Sri Lanka. Dengue is a deadly mosquito-borne fever which had reached epidemic proportions in Sri Lanka. With over 30,000 people infected in the country in early 2013, the disease had claimed too many lives, including the lives of young children. People read the newspaper in the early morning and evening – the very time the Dengue mosquito is known to strike. The campaign began with bold print advertisements that featured illustrations of vernacular letters blocking out a mosquito, this was then shared extensively on Facebook. This concept was also used in posters to reach people at prominent bus stops. The posters were coated with citronella essence to protect the people at the bus stops from Dengue mosquitos. In addition, patches with the Sinhala alphabet printed with citronella ink were also issued to school children. These patches displayed the children’s initials and acted as personal protection from mosquito bites. Finally, on the last day of National Dengue Prevention Week, which also coincided with World Health Day, Mawbima printed its entire publication with ink infused with citronella oil.
AD STARS is a new festival which is gaining attention and recognition. The AD STARS festival has been recognizing creativity and talent in the advertising industry for seven years. This year, the festival was launched under the theme of ‘Convergence’ and reached new heights with a total of 12,591 entries being submitted from 62 countries from around the world. A total of 1,666 entries, which accounts for 13.2 percent of the submission were then shortlisted for the finals.
Acknowledged as the oldest and most prestigious international award show in the world, the CLIO Awards honours ground-breaking work and talent that push the boundaries of creativity. CLIO has being staging its annual award show for 55 years and maintains its original commitment to celebrate and reward creative excellence, while continuing to evolve with the industry to acknowledge the most current and breakthrough work.
This recognition gained at AD STARS 2014 and the CLIO Awards marks a significant milestone for Leo Burnett and the Sri Lankan advertising industry at large. It also showcases the strength of the agency’s creativity as well as Arc Worldwide’s PR competency. Leo Burnett has been creating iconic campaigns in Sri Lanka for the last 15 years and is well poised to continue to make an impact in the country’s marketing communications industry. This campaign created by Leo Burnett Sri Lanka reinforces the global network’s belief in HumanKind – a philosophy that places a purpose behind every brand because at Leo Burnett we believe that by understanding people, we can deploy creativity to transform human behaviour.
Leo Burnett and Arc Worldwide ( www.leoburnett.com)
With this approach, Leo Burnett ensures that people who buy into client brands believe in them all the more. With expertise in mass advertising and digital, promotional and retail marketing, Leo Burnett partners with blue-chip clients such as The Coca-Cola Company, Diageo, Kellogg, McDonald’s, Procter & Gamble and Samsung. The company has won more advertising awards for campaign effectiveness than any other agency in the last six years in the U.S., has been heralded as a “pioneer on the frontier of marketing” and continues to be ranked as one of the world’s top five creatively awarded networks worldwide.
About Leo Burnett Solutions Inc. ( www.leoburnett.lk)
Leo Burnett Solutions Inc., the local representative of Leo Burnett Worldwide, was established in Sri Lanka in June 1999, and is headed by Ranil de Silva. The agency which employees 81 of the country’s best professionals on its team has made a considerable impact in the local communications industry.
( www.publicisgroupe.com), the world's fourth-largest communications company. Leo Burnett holds people at the centre of its strategic thinking, technological innovation and creative ideas, focusing first and foremost on human behaviour before attempting to tell a brand’s story.