THE SMALL POSTER

TitleTHE SMALL POSTER
BrandSRI LANKA TOURIST BOARD
Product / ServiceTOURISM
CategoryA05. Alternative Media
EntrantOGILVY ACTION Colombo, SRI LANKA
Entrant Company:OGILVY ACTION Colombo, SRI LANKA
DM/Advertising Agency:OGILVY ACTION Colombo, SRI LANKA

Credits

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 Brief

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.

Creative Execution

The small poster equated the experience to Sri Lanka, a small island which is best discovered by taking a closer look.

Describe the creative solution to the brief/objective.

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’.

Results

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.