22 January 2022 12:00 am
Wavemaker Sri Lanka, GroupM’s media, content and technology agency, recently clinched a global award at WARC Awards for Media 2021.
Wavemaker’s campaign designed for Munchee (Ceylon Biscuit Limited) under the theme ‘Disappearing Influencers’ won the global Bronze award in the ‘Effective Use of Tech’ category.
WARC Awards for Media is a comprehensive global awards scheme that rewards world-class communication planning. The biggest brands in the world with the likes of Coca-Cola, Apple, McDonald’s, Burger King, Ford, Cadbury, Google and much more battled it out for this global achievement.
“We have immense pride in taking our homegrown yet world-beating client CBL Munchee Sri Lanka to rank amongst the world’s biggest brands,” said Wavemaker CEO Namalie Herath commenting on the win.
Pointing out that the Disappearing Influencers campaign was an “original attention-grabbing” thought that connected back perfectly to CBL’s campaign message, CBL Munchee General Manager Marketing Janmesh Paul Anthony said Wavemaker Sri Lanka executed a truly original idea that made the audience stop, listen and absorb the campaign’s message.
“Disruptive campaigns are often exaggerated but here’s a true exception,” he said.
The campaign crafted in a unique manner to send a message, which was to highlight the importance of creativity. A digital world without creativity was showcased.
Top Sri Lankan digital video creators were brought together and they were made to virtually disappear by unpublishing their channels, creating the illusion of a deleted or banned channel; therefore, a narrative was created that popular YouTube channels were disappearing.
In the media frenzy that followed the brand capitalised the moment to bring back the YouTubers with an explainer video with the intended brand message that connected back seamlessly to the campaign message.