Wavemaker Sri Lanka’s digital campaign for Munchee ranks amongst global giants at WARC Media Awards 2021

Team Wavemaker Sri Lanka

• ‘Disappearing Influencers,’ a campaign conceptualised and executed by GroupM’s Wavemaker Sri Lanka for Munchee CBL, clinched a Global Bronze along with the biggest global brands

Illustrating its definitive mark as an effective content strategy creator in the industry, Wavemaker Sri Lanka, GroupM’s media, content and technology agency, recently clinched a global award at the WARC Awards for Media 2021. 

Wavemaker’s campaign, ‘Disappearing Influencers,’ designed for Munchee (Ceylon Biscuit Ltd.) 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 battle it out for this global achievement. 

The Wavemake-CBL Munchee campaign crafted a unique way to send a message – 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 on the moment to bring back the YouTubers with an explainer video with the intended brand message that connected back seamlessly to the campaign message. 

Wavemaker CEO Namalie Herath said she was absolutely thrilled to have secured a Global Bronze at the WARC awards for Media 2021 together with much-loved client CBL Munchee.  ‘Disappearing Influencers’ well and truly created a global mark for a homegrown brand, she added.

“We have immense pride in taking our homegrown yet world-beating client CBL Munchee Sri Lanka to rank amongst the world’s biggest brands. I would like to thank CBL Munchee CEO Nalin Karunaratne, and his leadership team of Janmesh Paul Antony and Romesh Jayathilaka, for backing our idea which was led by Shalendra Mendis, Eranga Subasinghe and Wavemaker’s Munchee team,” Herath said.

CBL Munchee General Manager – Marketing Antony said: “Disruptive campaigns are often exaggerated, but here’s a true exception – Wavemaker Sri Lanka executed a truly original idea that made the audience stop, listen and absorb the campaign’s message. Making influencers disappear was an original attention-grabbing thought that connected back perfectly to our campaign message.”