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, the ad agency said.
Ranil De Silva, Managing Director, Leo Burnett Solutions Inc. commenting on the awards won said, “The two awards won for this filmlet recognize 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 conceptualized by Subhash Pinnapola and also directed by him.
This film made its debut in April last year and has had an impact on millions of Sri Lankans. On YouTube alone the commercial has had over 200,000 views. |
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