Title | THE SMALL POSTER |
Brand | SRI LANKA TOURIST BOARD |
Product / Service | TOURISM |
Category | A05. Alternative Media |
Entrant | OGILVY ACTION Colombo, SRI LANKA |
Entrant Company: | OGILVY ACTION Colombo, SRI LANKA |
DM/Advertising Agency: | OGILVY ACTION Colombo, SRI LANKA |
Credits |
Name | Company | Position |
---|---|---|
Kunal Roy | Ogilvy Action | Executive Creative Director |
Janaka Thilakaratna | Ogilvy Action | Creative Director |
Nigel De Zilwa | Ogilvy Action | Associate Creative Director |
Kunal Roy | Ogilvy Action | Copywriter |
Kasun Tennakoon | Ogilvy Action | Art Director |
Dushantha Karinapriya | Ogilvy Action | Studio Manager |
The Sri Lankan tourist board, this year positioned Sri Lanka as the ‘Small Miracle’ – A small island packed with diversity. We were commissioned to incite local participation in promoting the island. ‘The making of the Small Miracle’ initiative incited Sri Lankans to contribute with artifacts, videos, pictures, etc. that were indigenous and small yet incredible.
The small poster equated the experience to Sri Lanka, a small island which is best discovered by taking a closer look.
A ‘small’ poster (which could be only read with a magnifying glass) was put up at offices to incite small contributions towards the ‘Small Miracle’.
Hundreds of items were collected, some even to the value of US$ 2,000, some items dated back to 300 years and some which were family heirlooms. These items were put up at an exhibition which was at the launch of Sri Lanka's small miracle positioning, And on the insistence of the highly impressed Prime Minister, this exhibition will later be rolled out through the country and also at various countries. The making of the small miracle became the first ever tourism campaign created by the people of the country.