Leo Burnett wins Sri Lanka’s first Yellow Pencil at D&AD Awards 2016

From left: Leo Burnett Solutions Inc. Chief Creative Officer Trevor Kennedy, Leo Burnett Solutions Inc. Art Director Nadeera Warawita and Leo Burnett Solutions Inc. Managing Director Ranil De Silva

Leo Burnett Solutions Inc. (LBSI) the local office of the global advertising network Leo Burnett Worldwide, recently won the highly coveted Yellow Pencil at the D&AD (Design and Art Direction) Awards 2016, which took place in London. 

The Yellow Pencil was awarded to the agency in the ‘Advertising and Marketing Communications’ category for the ‘Soap Bus Ticket’ campaign, which was developed as a public hygiene and healthcare initiative for the Asiri Group of Hospitals. 

Leo Burnett emerged as the first and only agency from Sri Lanka to win the prestigious Yellow Pencil and the agency also secured two Wood Pencils for the same campaign in the ‘Innovative Media’ and ‘Use of Direct Media’ categories respectively.

In the marketing communications industry, a D&AD Yellow Pencil is heralded as one of the ultimate emblems of creative achievement. It is also one of the most challenging accolades to win. In 2015, Leo Burnett was the first agency in the country to bring home a Graphite Pencil. 

This year the agency continued its winning streak by securing Sri Lanka’s very first D&AD Yellow Pencil. The winning ‘Soap Bus Ticket’ campaign was conceptualised by Nadeera Warawita under the guidance of Trevor Kennedy, Chief Creative Officer at Leo Burnett Solutions Inc with support from the Leo Burnett team. 

Commenting on the win, Ranil de Silva, Managing Director, Leo Burnett Solutions Inc., stated: “We are extremely honoured to have won a Yellow Pencil at the D&AD Awards. This is a historic achievement for Leo Burnett in Sri Lanka and the marketing communications industry at large. It is truly rewarding to see Sri Lankan talent receiving such prestigious recognition for its creativity on globally acclaimed platforms. This win augurs well for the development of our industry. It inspires Sri Lankan professionals to aspire for world-class standards of creativity. This is yet another important win for the agency as it has helped us to highlight our ability to be innovative when developing communications for our valued clients. It is not an ad but an exemplary Humankind act. I would like to take this opportunity to commend Nadeera, Trevor and the entire team for bringing this idea to life.”

The ‘Soap Bus Ticket’ was an activation that helped Asiri Hospitals, one of Sri Lanka’s largest healthcare providers to highlight how the simple habit of washing one’s hands is essential to maintaining good health and hygiene. To prevent a common cold or to protect a person from hepatitis an individual must wash their hands on a regular basis. Public buses are a main source of transportation in Sri Lanka with scores of people boarding them each day. Therefore a public bus becomes a hub for germs.

To spread this important public health message, Leo Burnett created the ‘Soap Bus Ticket’ an innovative ticket roll infused with soap. Every bus ticket issued to a passenger also served as a free piece of soap, enabling a passenger to wash their hands during and after their journey. This initiative was supported with posters and signage to educate members of the public about the importance of washing their hands as a way of preventing basic and serious illnesses and to curb the spread of diseases. The campaign also generated vast public interest and started an important dialogue about the importance of adhering to proper hygiene habits. It also created greater awareness about the Asiri Group of Hospitals and its commitment to ensuring the health and well-being of the people of Sri Lanka. 

As Leo Burnett celebrates its 17th year of operations in Sri Lanka and looks ahead to the future, the agency will continue to focus on its HumanKind approach to help build powerful brands and meaningful partnerships with its clients, while delivering gratifying results and gaining peer recognition in the industry.