New Media Solutions triumphs with Effie win for Softlogic Life’s Christmas tree campaign

New Media Solutions, a leading player in homegrown media, brand communications and public relations, recently won a Bronze Effie in the Insurance Category for its outstanding work with Softlogic Life, Sri Lanka’s second largest life insurer. The accolade honours New Media Solutions’ creative and strategic excellence in bringing Softlogic Life’s distinctive seasonal campaign to life. 

Last Christmas, the company captured the nation’s imagination by unveiling the world’s first-ever vegetable Christmas tree. The objective of this was to inspire or create a mind shift in urban Sri Lankans who believed that the conditions at home are not right for home gardening. This unique installation comprised of 2,000+ organic plants of diverse varieties and nutritional values all put together to create a Christmas tree amidst harsh sunlight, sea breeze and humidity to tell Sri Lanka that if Softlogic Life can do it here, so can you. The ground-breaking campaign showcased Softlogic Life’s commitment to innovation, sustainability, and community engagement.

New Media Solutions was pivotal in bringing this innovative campaign to life, employing creativity and strategic thinking to amplify Softlogic Life’s message. The agency’s comprehensive approach involved leveraging various media channels and public relations platforms to ensure maximum visibility and engagement.

Commenting about their latest accolade, New Media Solutions Managing Director Nilupa Sanjaya Liyanage said: “We are thrilled to receive the Effie award for our collaboration with Softlogic Life in creating ‘Sri Lankans first ever vegetable Christmas tree’. This activation not only captured the festive spirit but also delivered a powerful message encouraging Sri Lankans to embrace home gardening during a crucial time. This recognition underscores our commitment to delivering impactful, innovative campaigns that resonate with audiences and drive positive change.”

For New Media Solutions, the ‘Vegetable Christmas tree’ campaign was an opportunity to showcase their unparalleled creativity in media and brand communications. Recognising the unconventional nature of the initiative, the agency embarked on a journey to craft a narrative that captured the essence of the festive season and resonated with the public on a deeper level. New Media Solutions’ ability to infuse creativity into every aspect of the campaign played a pivotal role in earning the Bronze Effie award, underscoring their dedication to pushing the boundaries of traditional marketing and communication.

New Media Solutions is a collection of seasoned veterans from media relations, brand communications and public relations, mastering their service offerings, including media strategies, lobbying, mass communications, content creation, digital media, advertising and crisis management. The company is led by Co-Founder and current Chief Executive Officer Nilupa Sanjaya Liyanage, a communications veteran with over 15 years of experience in advertising, journalism, broadcasting and digital media.

The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry and recognise all forms of marketing communication that contribute to a brand’s success. Since 1968, winning an Effie has become a global symbol of achievement. Sri Lanka Institute of Marketing has hosted the Effie Awards Sri Lanka since 2008. To date, it has proudly played a role in bringing together the advertising community and the marketing fraternity to celebrate the best of Sri Lanka’s creativity.