Leo Burnett Solutions Inc. (LBSI), the local office of the global advertising network Leo Burnett Worldwide, recently secured its place on the Warc 100 long-term ranking list. The rankings are based on the winners of effectiveness and strategy awards from around the world and this year Leo Burnett Sri Lanka’s ‘Mosquito-Repellent Newspaper’ campaign secured a coveted spot on the list, alongside the world’s top performing creative campaigns which ran from 2014-2016.
A total of 6000 individual award wins, the rankings of over 4,500 agencies and 2,500 brands were tracked and the data from the last three years was evaluated to determine the best marketing campaigns and companies from around the world. The Warc 100 list focuses on recognizing marketing efforts that make a difference by driving business performance or changing consumer behaviour.
The list remains a benchmark for commercial creativity, allowing brands and agencies to compare their performance with their peers. Additionally, the Warc 100 list doesn’t just showcase the world’s smartest strategies and the most creative work; it also highlights the people and organisations behind them.
Commenting on Leo Burnett’s ranking, Leo Burnett Solutions Inc. Managing Director Ranil de Silva stated, “I’m immensely proud of our team for once again showcasing that a small outpost like ours can achieve world-class standards of creativity and effectiveness. The ‘Mosquito Repellent Newspaper’ remains the most awarded creative idea in Sri Lanka to date. This campaign helped to play an instrumental role in gaining significant global recognition for Leo Burnett Sri Lanka and the country. We are honoured to once again be featured in a global rankings list like the Warc 100. It is a very respected ranking which has a thorough evaluation process of the world’s most creative and effective campaigns.”
The ‘Mosquito-Repellent Newspaper’ was published to stop the spread of dengue – a deadly mosquito-borne disease, which was affecting people across the island and leading to an immense loss of life. Ceylon Newspapers, a fairly new newspaper in the market-place at the time, wanted to increase its readership whilst combating the spread of dengue fever in Sri Lanka. This led to the idea that if the ink used to print the newspaper was infused with citronella oil – a natural mosquito repellent, then each letter of every word would help to eradicate the threat of dengue. In the period leading up to the launch, print, outdoor, social media and PR tactics drove awareness about dengue prevention and on the World Health Day, the world’s very first ‘Mosquito-Repellent Newspaper’ was published. Even though the print run was increased by 30 percent, the paper sold out by 10:00 a.m. The campaign was an immense success locally and even became a global phenomenon; it was featured in several leading international publications and even received a congratulatory tweet from Bill Gates.
Aside from being recognized on the Warc 100 long-term rankings list, the ‘Mosquito-Repellent Newspaper’ also picked up awards at the world’s most prestigious awards shows including ADFEST, Spikes Asia, D&AD and The One Show. As Leo Burnett celebrates a new chapter of its operations in Sri Lanka and looks ahead to the future with optimism, the agency will continue to focus on its HumanKind approach to help build powerful brands and meaningful partnerships with its clients, while delivering gratifying results and gaining peer recognition in the industry.