Leo Burnett wins Silver for Unity Paper at AME Awards
Monday, 9 June 2014 00:00
Leo Burnett Solutions Inc has won a Silver for its innovative idea the ‘Unity Paper’ at the Asian Marketing Effectiveness (AME) and Strategy Awards 2014, at the St. Regis in Singapore,
The AME Awards are Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results.
LBSI Managing Director Ranil de Silva said: “I am honoured by the silver award presented to us recognising the effectiveness of our concept for the Ada ‘Unity Paper’. In fact it is a special honour for us to have gained regional recognition for this entry, which sadly only secured a finalist at the Sri Lankan Effies. This award recognises that creativity has the ability to impact people and their behaviour to deliver gratifying results for a brand. The award has not only recognised the creativity of our idea, it also reinforces that our idea delivered the results desired by the brand.” Transforming businesses and brands, the Asian Marketing Effectiveness (AME) and Strategy Awards is a widely respected collaboration between the Cannes Lions Festival and Haymarket, which takes into consideration a broad range of strategic and creative criteria with a special focus on results. The entries are judged by a panel of top client and agency professionals who review the submission against stringent criteria to determine the winners of the prestigious Asian Marketing Effectiveness & Strategy Awards.
Leo Burnett’s submission for the AME Awards was the ‘Unity Paper’, which was created in response to the divide that existed between the multi-ethnic communities at the end of Sri Lanka’s 30-year conflict. Although Sri Lanka is home to people from many cultural, ethnic and religious backgrounds, language is one of the biggest barriers to communication that people face. The ‘Unity Paper’ was produced to remind Sri Lankans of the importance of national unity and integration in a country, which represents a multiracial population. The ‘Unity Paper’ was created out of an understanding that despite people’s differences in language and religion; unity is a state of many acting as one. This innovative breakthrough in the Sri Lankan media was created by the Leo Burnett team in collaboration with Starcom, the media-buying arm of the Publicis Group, in partnership with the Ada team of Wijeya Newspapers.
Leo Burnett Solutions Inc. Head of Brand Planning Murtaza Tajbhoy added, “We are an agency that believes that creativity has the ability to truly connect with people. The ‘Unity Paper’ was created after reflecting on a requirement of the Sri Lankan people. We hope to grow our clients’ businesses from strength to strength by using our HumanKind philosophy to drive their brands to resonate in people’s minds through our creative work.”