Ada Film, Case study UNITY PAPER by Leo Burnett Colombo

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UNITY PAPER

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Industry Newspapers
Media Film, Case study
Market Sri Lanka
Agency Leo Burnett Colombo
Associate Creative Director Eraj Wirasinha
Executive Creative Director Subhash Pinnapola
Art Director Sithum Walter, Chaturangi De Silva
Photographer Jehan Adahan
Illustrator Prasad Chaturanga
Released May 2013

Awards

Cannes Lions 2013
Media Lions Use of Media; Best Use of Print Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Print
Advertiser: Wijeya Newspapers Limited
Product/Service: ADA NEWSPAPER
Agency: LEO BURNETT SOLUTIONS Colombo, SRI LANKA
Media Manager: Seninda Bandara (Starcom World Sri Lanka)
Photographer: Jehan Adahan (Leo Burnett Solutions Inc)
Public Relations Executive: Tasneem Siddeeque (Arc Worldwide Sri Lanka)
Direcotor Public Relations: Kishani Gunasekera (Arc Worldwide Sri Lanka)
Illustrator: Prasad Chaturanga (Leo Burnett)
Digitial Artist: Jayantha Liyanage (Leo Burnett Solutions Inc)
Senior Media Manager: Nilusha Wanasinghe (Starcom World Sri Lanka)
Senior Executive Production: Anuradha Cooray (Leo Burnett Solutions)
Senior Manager -Digital Art Production: Ranjith Perera (Leo Burnett Solutions)
Production Manager: Mehnaz Ilhamdeen (Leo Burnett Solutions)
Copy Writer: Manoj Dharmawardhane (Leo Burnett Solutions)
Copy Writer: Somasegeram Nadarajah (Leo Burnett Solutions)
Copy Writer: Malaka Samit (Leo Burnett Solutions)
Group Head/Copy Writer: Ranjana Amaradeva (Leo Burnett Solutions)
Copy Writer: Farzad Mohideen (Leo Burnett Solutions)
Associate Creative Director: Eraj Wirasinha (Leo Burnett Solutions)
Chief Executive Officer: Michael Holsinger (Starcom World Sri Lanka)
Art Director: Chaturangi De Silva (Leo Burnett Solutions)
Art Director: Sithum Walter (Leo Burnett Solutions)
Executive Creative Director: Subhash Pinnapola (Leo Burnett Solutions)

Results and Effectiveness

The campaign was a success with many celebrities and individuals commenting resulting in over 220,000 likes, shares and views, which adds up to 15% of all Sri Lankan Facebook users. Free publicity was given on news programmes and the front covers for four leading dailies. The Ada Unity Paper, on the day of publication, saw a 20% increase in sales which resulted in the paper being sold out.

Creative Execution

With the client being a media brand, the role of the media team was crucial and it was their job to convince Ada to turn itself into a bilingual newspaper. They also facilitated the sharing of ideas between editors and journalists of Ada and the creative team so content could be created for the 'Unity Paper' that would help strengthen the message of the idea. The media team also assisted in getting other media outlets like TV, outdoor and other publications to promote the newspaper.

Insights, Strategy and the Idea

In 2009, Sri Lanka’s brutal 30-year civil war finally came to an end. Four years on, and though progress had been made, the process of reconciliation was still not complete. With the traditional New Year coming up, the one event celebrated by both the communities involved, Ada, a mass-market daily newspaper, wanted us to find a way for it to contribute to the reconciliation process.
Our solution to the challenge of finding a way for Ada to help bridge the gap between two communities who speak completely different languages, was to reach out to both of them by creating Sri Lanka’s first bilingual newspaper. Despite Sri Lanka being very ethnically diverse, the country had never had a newspaper that was in more than one language. We believed that by doing this we would get people talking about the issues related to reconciliation, increase the profile of the paper and boost sales.