Leo Burnett wins again at Adfest 2012

Thursday, 22 March 2012 00:56 - - {{hitsCtrl.values.hits}}

Leo Burnett Solutions Inc. commercial titled, ‘Pass it on when you’re done with it’ created for the Sri Lanka Eye Donation Society (SLEDS) continues its winning streak with a metal win in the Film Lotus category under the sub category Single Best of Social Engagement at Adfest 2012.

The film made its mark in the annals of the Sri Lankan advertising industry by winning metal at the Spikes Asia Festival 2011, making it the country’s first Spikes win. Following on the filmlet also struck metal at the Effie Awards 2011. This most recent win in the Film Lotus category at Adfest this year makes it the third big win for this outstanding commercial created by Leo Burnett.

Adfest now in its 15th year is the oldest advertising awards festival in the region at which outstanding work from across Asia Pacific is recognized and rewarded. The theme for Adfest 2012 was ‘Fast Forward,’ which embraces the relentless pace of change that is transforming this region and the world. True to this theme, the award reaffirms Leo Burnett’s unmistakable understanding of the Sri Lankan ethos, the people and their behaviour in formulating effective pieces of communication. Leo Burnett was the first Sri Lankan agency to win metal at Adfest in 2008. This win at Adfest reaffirms Leo Burnett’s creative leadership not just in Sri Lanka but in the region.

Written and produced for the Sri Lanka Eye Donation Society, this commercial encourages Sri Lankans to donate their eyes in a remarkably executed TV commercial which is narrated via a compelling story. This filmlet was conceptualized and directed by Leo Burnett Solutions Inc. Executive Creative Director Subhash Pinnapola. Making its debut on 5 April 2011, this film has had an impact on millions of Sri Lankans who have heeded the call and responded to the plea with an unprecedented response of over 5,000 calls requesting for donor applications. In the online media environment, this communication has surpassed all norms in Sri Lanka with YouTube alone generating over 230,000 YouTube views. The filmlet was also the 44th most viewed video in ‘Film and Animation’ globally and the second most tweeted video in ‘Film and Animation’. This campaign has also moved global audiences who are volunteering to donate their eyes.

Subhash Pinnapola, Executive Creative Director of Leo Burnett Solutions Inc., said “I am delighted that this commercial has brought Sri Lanka yet another victory and the creativity of our work from this little island has been acknowledged and applauded by a renowned regional panel. The greatest reward however ever is that we have been able to restore sight for many Sri Lankans.”

Leo Burnett Solutions Inc. Managing Director Ranil De Silva commenting on the win at Adfest stated, “We at Leo Burnett Solutions are overwhelmed with the acknowledgement that ‘Pass it on when you’re done with it’ is receiving internationally. This is the second international win for this commercial and it is our second win at Adfest. We as an agency are honoured to bring creative recognition to Sri Lanka.’’