UNITY PAPER

TitleUNITY PAPER
ClientWIJEYA NEWSPAPERS
Product / ServiceADA NEWSPAPER
CategoryA10. Typography
EntrantLEO BURNETT SOLUTIONS Colombo, SRI LANKA
Entrant Company LEO BURNETT SOLUTIONS Colombo, SRI LANKA
Advertising Agency LEO BURNETT SOLUTIONS Colombo, SRI LANKA

Brief Explanation

The key challenge was that both communities involved spoke completely different languages with different scripts. This meant promoting a bilingual newspaper required us to create a bilingual campaign but one that captured the spirit of bringing two communities together.

The Brief

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 and promote it.

How the final design was conceived

For our promotional campaign, we wanted convey the idea of two communities coming together while at the same time educating each community on the other's language. To fulfill these criteria, we came up with a simple idea where we united the letters of each language based on sound. This way a member of one community would know the sound of a letter from the other community's alphabet.

Indication of how successful the outcome was in the market

On Facebook , the two letter symbols were used by people as profile pictures and the campaign got over 220,000 likes, shares and views, which adds up to 15% of all Sri Lankan Facebook users. The Ada Unity Paper, on the day of publication, saw a 20% increase in sales which resulted in the paper being sold out and led to the paper being the second most consistently read newspaper in the country.

Credits

Name Company Position
Seninda Bandara Starcom Worldwide Sri Lanka Media Manager
Jehan Adahan Leo Burnett Solutions Inc Photographer
Tasneem Siddeeque Arc Worldwide Sri Lanka Public Relations Executive
Kishani Gunasekera Arc Worldwide Sri Lanka Director Public Relations
Prasad Chaturanga Leo Burnett Solutions Inc Illustrator
Jayantha Liyanage Leo Burnett Solutions Inc Digitial Artist
Nilusha Wanasinghe Starcom Worldwide Sri Lanka Senior Media Manager
Anuradha Cooray Leo Burnett Solutions Inc Senior Executive Production
Ranjith Perera Leo Burnett Solutions Inc Senior Manager -Digital Art Production
Mehnaz Ilhamdeen Leo Burnett Solutions Inc Production Manager
Manoj Dharmawardhane Leo Burnett Solutions Inc Copy Writer
Somasegeram Nadarajah Leo Burnett Solutions Inc Copy Writer
Malaka Samit Leo Burnett Solutions Inc Copy Writer
Ranjana Amaradeva Leo Burnett Solutions Inc Group Head/Copy Writer
Farzad Mohideen Leo Burnett Solutions Inc Copy Writer
Eraj Wirasinha Leo Burnett Solutions Inc Associate Creative Director/Copy Writer
Michael Holsinger Starcom Worldwide Sri Lanka Chief Executive Officer
Chaturangi De Silva Leo Burnett Solutions Inc Art Director
Sithum Walter Leo Burnett Solutions Inc Art Director
Subhash Pinnapola Leo Burnett Solutions Inc Executive Creative Director