Competing against 3,011 entries across 18 award categories at Adfest 2017, TBWA\Sri Lanka brought glory to the country by being the only Sri Lankan agency to clinch a metal at the recently concluded awards presentation.
The press ad – ‘afterlife’ created for a reputed publication won a Bronze award in the Media Lotus category. The Media Lotus category counted 250 entries and 35 awards being given, including one Grande, 10 Gold, 15 Silver and 9 Bonze.
The winning idea was the use of ‘chad’ – the fragment of paper created when holes are made by a paper puncher to encourage people to save and recycle even the smallest piece of paper. To make the message relevant, the insight used was the deep-rooted cultural understanding of Sri Lankan ‘masks’ associated with afterlife. Thus, masks made out of chads reiterated that even the smallest piece of paper could be recycled and given a new life.
“Competing amongst Asia’s best is no easy task. In the Media category, to be placed amongst the 35 metal recipients from 250 entries is an honor. It proves that insight driven ideas stand the test. The challenge for local teams is to be focused and consistent,” said TBWA\Sri Lanka Chief Creative Officer Subhash Pinnapola.
“Every award is special and a Lotus Award more so as Adfest is Asia’s most celebrated and recognized creative festival. When the piece recognized has an insight that is unique to the culture of Sri Lanka, it is even more special as it is that uniqueness which puts Sri Lanka on the global arena. I am extremely proud that TBWA\Sri Lanka was able to keep the Sri Lankan flag flying high at Adfest 2017,” said TBWA\Sri Lanka Managing Director Renuka Marshall.