The prestigious Lotus Roots award in Sri Lanka

Tuesday, 10 April 2012 00:22 - - {{hitsCtrl.values.hits}}

JWT Colombo won the prestigious Lotus Roots award at ADFEST 2012 held in Pattaya Bangkok last month. The award was for the creation of a Vesak Pandol centred on the story of ‘gender based violence’ for Care International in celebration of the 2600thSambuddhathvaJayanthi.

The award, which was received by Regional Executive Creative Director South East Asia Tay Guan Hin on behalf of JWT Colombo came home to roost last week.

“CARE International is committed to the empowerment of women and seeks innovative ways to raise peoples’ awareness about issues that impact their lives,” Empowering Men to Engage and Redefine Gender Equality (EMERGE), Care International Project Director Kamani Jinadasa. She added, “The Vesak Pandol against GBV reached many people and helped people understand the importance of everyone’s involvement to promote women’s equality. We are truly proud to have partnered with JWT on this innovative concept and would like to congratulate JWT on winning this award, which is a testament to their commitment and passion.”

The award winning idea was conceptualised by Mahesh Galabadaarachchi from JWT Colombo who said, “The society and lifestyle found in Sri Lanka is a truly inspirational place to find creativity. Any communicator who can connect with the people through a cultural medium is still the most impact in this day and age. Cultural medium shouldn’t be categorised as old school. If used right, it creates a non-traditional view point that creates reliability and the desired response from the audience.”

Lotus Roots is an award category unique to ADFEST created to recognise and reward work that is rooted in the rich legacies, history and traditions of local cultures in Asia.