'Garments without Guilt' wins

Grey Colombo's campaign `Garments without Guilt' became Asia's first ever entry to win a Global Effie. This win automatically makes Grey Colombo, the first Asian agency to win a Global Effie since the inception of the awards in 2003, making it a truly historic achievement not only for Sri Lanka, but for Asia as well.

Global Effie known for its stringent judging annually selects only three winners, followed by finalists and a shortlist. There are no categories or segments. This year, globally, only two brands will be awarded the winner's trophy as none other matched the standards, one of which is 'Garments without Guilt.' This campaign successfully positioned Sri Lanka Apparel, the world's first apparel industry brand on a ethical platform. This was before the world warmed up to green and ethical issues. This initiative effectively created a differentiator for the brand Sri Lanka apparel, in an industry marred by ethical issues.