Leo Burnett’s commercial wins accolades at Adfest 2012
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.
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 Subhash Pinnapola,
Executive Creative Director, Leo Burnett Solutions Inc. Making its debut
on April 5,2011, 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 2nd most tweeted video in ‘Film and
Animation’. This campaign has also moved global audiences who are
volunteering to donate their eyes. Ranil De Silva, Managing Director,
Leo Burnett Solutions Inc. commenting on the win at Adfest stated, “We
at Leo Burnett Solutions are overwhelmed with the acknowledgment 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.’’
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