| Kinsale Shark Advertising Festival 2016 | ||
|---|---|---|
| Print/Outdoor/Other | International Print Craft Campaign - 1.3 executions or more qualify. Any craft skill will qualify | Gold |
| Print/Outdoor/Other | International Print Campaign - 1.3 executions or more qualify | Silver |
| ADFEST 2017 | ||
| Media Lotus | Best Use Of Print | Bronze |
| Cresta Awards 2017 | ||
| Press | Newspaper: Corporate Image | Bronze Winners |
Agency: TBWA\Sri Lanka
Name of brand being promoted: Ceylon Newspaper (Pvt) Ltd
Title of entry: Afterlife - Ad1, Afterlife - Ad Afterlife - Ad3
Name of company entering the work: TBWA\Sri Lanka
Name of product being promoted: Ceylon Today National Newspaper
Country of entrant company: Sri Lanka
Agency Network: TBWA
Clients name: Manel Dharmakeerthi
Creative Director: Subhash Pinnapla
Art Director: Mithila De Silva
Copywriter: Sohan Ratnaike, Kasun Wanigasekara
Account Executive: shermeel Gunaratne
Other Creative Credits: Olga Skorokhod/Paper Artist
Print Production Company: Pumpkin Productions, Mumbai
The Brief:
Sri Lankans Only Recycle In Large Quantities. Hence, It Has Become Human Nature To Forget About The Small Pieces Of Paper, Which Are Thrown Away, Without Being Recycled. So, Our Objective Was To Highlight This Issue By Showing Even The Tiniest Of Pieces Matter. To Do This, We Demonstrated A Simple Truth Creatively Via A Strong Cultural Reference, To Say “Even A Tiny Piece Has An Afterlife”. Our Target Audience Was The Entire Country As ‘Ceylon Today’ Is A National Newspaper.
The Strategy:
Our Media Strategy Entailed Producing The Ad On Our Newspaper, The Pages Of Which Were Also Punched. The Punched Paper Cache Was Then Recycled Garnering Pr Towards Us And Our Cause. As We Are Sri Lankas National English Daily, Ours Was The Best Channel For Our Message To Reach The Widest Audience Across Sri Lanka. Our Insight Entailed Depicting Sri Lankan Devil Masks - Constructed Solely Of Chads Or The Worlds Tiniest Pieces Of Paper - Symbolizing The Afterlife In Local Mythology To Communicate The Message That “Even The Tiniest Piece Has An Afterlife.”
The Execution:
We Ran A Series Of 3 Press Ads Each With A Different Sri Lankan Devil Mask Constructed Solely Out Of Chads. The Ads Carried The Message That “Even The Tiniest Piece Has An Afterlife”. The Media Execution Also Included Us Punching All The Newspaper Pages The Ad Appeared On, And Recycling The Entire Cache Of Recycled Newspaper Pages.
The Result:
We Were Able To Achieve Our Desired Behavioral Change Amongst Sri Lankans. Social Media Was Abuzz With The Story And So Were Local And International Media Outlets Who Appreciated Our Efforts. The Ads Were Such A Hit That Even Major Local Talk Shows Picked Up On The Story On The Publication Days Of Our Ads And Turned The Entire Nations Attention Towards Our Efforts. Major Pr Gains Aside, Ceylon Today Achieved Its Core Objective Of Demonstrating How Big An Impact We Can Make On The World, With The Tiniest Of Things.