Cannes Contenders: TBWA\Sri Lanka

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

SPACE TO PRAY.jpgAIA: Space to Pray
TBWA\Sri Lanka

AIA, with a new global positioning 'The Real Life Company', wanted to find a way to strengthen its connection with the Sri Lanka market. During Vesak, the holiest day of the year for Sri Lankan Buddhists, TBWA\TAL helped AIA launch the 'Space to Pray' print campaign. From dusk till dawn, Buddhists follow religious observances where they sit and kneel on the ground. To protect themselves, many use pieces of newsprint as their floor cover, but the ink often stains their traditional white clothes. Instead of printing an ad commemorating Vesak, as companies normally do, AIA ran a blank ad and give people a clean space to pray.
Elders Day Newspaper.jpgCeylon Newspapers Ltd: Big Respect
TBWA\Sri Lanka

Most Sri Lankan elders rely on newspapers as their main source of information, and because many feel lonely and neglected, they read almost every letter in the paper to pass their time. However, many elders find it difficult to read newspapers with their deteriorating eyesight. Therefore, on World Elder's Day, 'Mawbima' and 'Ceylon Today', the two most widely-distributed Sri Lankan national dailies, decided to show 'Big Respect' and print the world's first ever 'largest font size newspapers'. The font size increased 70%, from 10pt. to 17pt., allowing elders to enjoy the news like never before. All copies sold out before 12pm, as major morning talk shows picked up the story, spreading it across the country.

Want to showcase your agency's best chances at Cannes this year? Open to all Asian based agencies planning on entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances. No more than 6 per agency. Include a link to the case study/TVC or supply jpegs if it is print.

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A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

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