The ‘Unity Paper’, an idea conceptualized by Leo Burnett Solutions Inc. was recognised at the prestigious 60th Cannes Lions International Festival of Creativity by winning metal in the Media Lions Category for the ‘Best Use of Print’. The agency was also named as a finalist in the Design Lions Category for Advertising Typography for the agency’s Unity Paper concept.
Commenting on the initiative Managing Director, LBSI, Ranil de Silva stated: ‘‘Sharing our heart and minds goes beyond cultural and ethnic differences, we truly are a multi-cultural ethnic nation and that is why creating unity and preserving it is so important. It is one of the most fundamental functions of us being Sri Lankan. We hope that the ‘Unity Paper’ does just that and this will be the start of more similar initiatives.’’
The ‘Unity Paper’ was produced to remind Sri Lankans on the importance of national unity and integration in a country such as Sri Lanka with its multiracial population. The Unity Paper aimed to unite groups within the country from different backgrounds into one entity which is bound by common norms, values and interests, which is being Sri Lankan, creating a sense of belonging between people themselves.
The Unity Paper, created hype through a social media campaign with letters of the alphabet driving each message. Each letter of the alphabet was replicated in Sinhala and Tamil, mirroring each other as a symbol of unity, recognizing that despite the differences in language and religion, unity is the state of many acting as one. The campaign engaged 15% of facebook users in Sri Lanka within the first five days of its launch.
Sri Lankan music icon’s Bathiya and Santhush further stated: ‘‘Great Idea! As artists who use multi lingual lyrics as a medium of communication in our songs, we find this a noteworthy effort. We wish this initiative every success and hope it is a start of similar inclusive efforts in the future.’’
The Cannes Lions is the world’s most prestigious and largest advertising festival celebrating 60 years of inspiring creativity this year, the festival hosts over 11,000 delegates from over 92 countries from the creative community all gathered in one place to celebrate creativity. The’ Unity Paper’ initiative was created by Leo Burnett Solutions Inc., the leading creative communications company in Sri Lanka in partnership with Starcom Colombo an internationally renowned media independent.