LBSI wins Leo Intel Award
Leo Burnett Solutions Inc., was honoured with the prestigious Leo
Intel Award for its "Campaign against the Recruitment of Child Soldiers"
- a campaign created by the agency for UNICEF. This winning presentation
for UNICEF outlined a solution towards helping to fight child
conscription in Sri Lanka. The creative idea was built around the idea -
"bring back the child" and the campaign was to be executed through a
variety of communication channels including advertising, Public
Relations and Digital Marketing. The unique idea of a `Pledge Day' on
which the nation came together to pledge against the recruitment of
child soldiers was the highlight of the concept. It was a simple yet
effective `Act', created by the agency based on the company's global
philosophy "HumanKind".
This is the second time that Leo Burnett Solutions Inc., has won a
Leo Intel award. The previous award gained by LBSI in 2007 was also for
UNICEF for the pitch presentation on "Combating Child Sex Tourism in Sri
Lanka". This award is exceptionally significant as the company's global
leadership presents only 5 Leo Intel awards each year. Submissions by
the company's 94 offices across the world are evaluated to select the 5
recipients. For Leo Burnett Sri Lanka to be among one of five global
offices in the network and to receive a Leo Intel Award is a very
special achievement especially as it is presented for outstanding and
insightful thinking in designing communications solutions.
This insightful and perceptive strategy for this campaign was crafted
by a team led by Murtaza A. Tajbhoy, Trevor Kennedy, Charith De Chickera,
Marsh Dodanwela, Lalindra Nanayakkara, Ashan Dias Bandaranayeke, Dileep
Kulathunga, Nadaraja Somasegaram and Thusith Bandara.
The campaign was commended for its depth in thought and its ability
to have addressed the essence of the problem in a subtle but effective
communications campaign. |