Sri Lanka Eye Foundation Society: White Cane Day

Credits & Description:

Client: The Sri Lanka Eye Donation Society
Product: Sri Lanka Eye Donation Society
Entrant: Leo Burnett Solutions Colombo, Sri Lanka
Idea: Leo Burnett Solutions Colombo, Sri Lanka
Media: Starcom Worldwide Sri Lanka Colombo, Sri Lanka
Production: 24 Frames Colombo, Sri Lanka
Editor: Oct 15 2015 12:00am
Chief Creative Officer: Trevor Kennedy (Leo Burnett Solutions Inc)
Creative Director: Eraj Wirasinha (Leo Burnett Solutions Inc)
Senior Creative Director: Athula Kathriarachchi (Leo Burnett Solutions Inc)
Head Of Operations: Mehnaz Ilhamdeen (Leo Burnett Solutions Inc)
Senior Executive - Broadcast Production: Chamari Priyabarshini (Leo Burnett Solutions Inc)
Director: Caryll Van Dort (The MSL Group)
Illustrator / Art Director: Prasad Chathuranga (Leo Burnett Solutions Inc)
Creative Consultant: Dilshard Ahamed (Leo Burnett Solutions Inc)
Account Director: Firzan Mulafer (Publicis Solutions)
Copywriter: Malaka Samith (Leo Burnett Solutions Inc)
Editor: Nishat Omar (Leo Burnett Solutions Inc)
Art Director: Nadeera Warawita (Leo Burnett Solutions Inc)
Art Director: Muditha Tharanga (Leo Burnett Solutions Inc)
Art Director: Chandika Samaraweera (Leo Burnett Solutions Inc)
Visualiser: Jayana Silva (Leo Burnett Solutions Inc)
Media Director: Neelanie Goonetilleke (Starcom Worldwide Sri Lanka)
Senior Media Manager: Nilusha Wanasinghe (Starcom Worldwide Sri Lanka)
Media Manager: Chandani Abeyratne (Starcom Worldwide Sri Lanka)
Account Supervisor: Rameez Fazal (Publicis Solutions)
Account Manager: Izky Faiz (Publicis Solutions)
Copywriter: Nayanananda Perera (Leo Burnett Solutions Inc)
Associate Creative Director: Dileep Kulathunga (Leo Burnett Solutions Inc)
Brief Explanation
We hijacked one of the most popular Sinhala movies in the country –‘Madhura Charika’. We then picked the most intense 30 seconds in the actual movie and removed the visual component, leaving just the audio. As we took away the sight the screen read ‘if 30 seconds of blindness is unbearable to you, imagine those who have to live with it everyday.'
This disruption resulted in the highest number of calls and pledges they have received in a single day. And double the number of call-ins and walk-ins since.