‘Pass it on when you’re done with it’ scores big

Tuesday, 20 December 2011 00:33 -     - {{hitsCtrl.values.hits}}

The short film titled, ‘Pass it on when you’re done with it’ created by Leo Burnett Solutions Inc. for the Sri Lanka Eye Donation Society (SLEDS) made its mark in the annals of the Sri Lankan advertising industry by winning metal at the Spikes Asia Festival, making it the country’s first Spikes win.

Continuing its winning streak, the filmlet also struck metal at the Effie Awards 2011 held recently.

The Bronze award won at Spikes Asia is one of the most prestigious awards in the region that are awarded for the best in creative advertising while the Silver Effie is awarded to the most effective.

The awards also reaffirm that Leo Burnett’s unmistakable understanding of the Sri Lankan ethos, the people and their behaviour is the formula to creating effective pieces of communication.

Leo Burnett Solutions Inc Managing Director Ranil De Silva commenting on the awards won said: “The two awards won for this filmlet recognise it not only for its creativity but also for its effectiveness. This is a unique combination and once again demonstrates not just the success of connecting the power of human emotion and communication, but also the unmistakable sense of attracting a call for action. The overwhelming response proves that a compelling story can always cut through all barriers and nudge people into action!”

Written, filmed and produced entirely for the Sri Lanka Eye Donation Society, the film captures the emotional sense of yearning that is eternally prevalent in the minds of those of us who cannot see and the feeling of helplessness faced by those of us who believe we are powerless to help them.

Produced to revive the act of donating ones’ eyes, this filmlet was conceptualised by Subhash Pinnapola and also directed by him.

He said that his first deed after getting the brief was to sign-up to donate his eyes. His deed was followed by his entire team and many members from the agency team and the production crew as well.

“For me, the awards are just an extra benefit. What matters most, is that, as a consequence of this commercial, I pray that both the boy and millions like him will soon be able to have the gift of sight bestowed upon them. It’s not impossible. All it takes is the will. The rest will follow.” says Pinnapola, the auteur behind this tremendous achievement.

This film made its debut on 5 April and has had an impact on millions of Sri Lankans. On YouTube alone the commercial has had over 200,000 views. This call for action has also moved a global audience who is volunteering to donate their eyes. It has also received many compliments from institutions such as the Michigan Eye Bank and the American Foundation for the Blind.

In the online media environment, this communication has surpassed all norms even though Sri Lanka is still very much at an early stage of engaging with communications online.

Hence, viewership of any communication material published virally that exceeds the 5,000 views mark is considered to be fairly successful. However, ‘Pass it on once you are done with it’ has obtained over 200,000 hits on YouTube and was the 32nd most viewed video in India in any category. The filmlet was also the 44th most viewed video in ‘Film and Animation’ globally and the second most tweeted video in ‘Film and Animation’. The hotline has received over 5,000 calls requesting donor applications

Leo Burnett’s Chief Creative Officer, Michael Conrad commenting on the short film said, “Engaging, intelligent, human, well focused, surprising, inspiring, brilliant strategy, great casting, great writing, great directing, great editing, no area with any flaw. I love it.” His words truly capture every essence in this story which we believe has the power to transform how people behave.