Grey Colombo wins Global Effie award
The award is a tremendous achievement for the industry as well as for
the country. This will boost the industry capabilities and would enhance
the opportunities. It is a prestige and will encourage us to be more
creative in the future, President Local Effies Sri Lanka Institute of
Marketing Saliya Weerasekera said.
Grey Colombo created history by becoming the first agency in Asia to
win a global effie, the world's most prestigious award for effective
marketing. The "Garments without Guilt" campaign became the country's
most awarded campaign internationally.
The Global Effie award honour marketing campaigns that have proven
effectiveness and creativity with all submissions goes through two
rigourous rounds of judging. The final round was judged by over 15
global marketing leaders.
The award marks a major milestone in Sri Lanka's marketing and
advertising history and we are proud to be ahead of other Asian
counterparts by winning this award, he said. The award is considered the
Oscar in advertising and marketing. This shows that we are capable of
competing with global giants and also capable of producing winners, he
"We take this opportunity to enhance the quality of our work and also
aim at more international awards. This will promote the industry in
paving the way for more international recognition", he said.
Grey Colombo developed "Garments without Guilt" as a people-based
movement using digital and new age marketing techniques, to increase
awareness as well as preference for Sri Lanka's apparel industry.
Through the promotion of its "Ethical and Manufacturing and Sourcing"
positioning to top fashion and retail apparel brands, the campaign
leveraged local communities in more than 10 countries and attracted
global attention with web-based PR programs. These includes blogs,
online newsgroups, news distribution networks and social networking