Grey Colombo’s ‘Garments Without Guilt’ campaign for Sri Lanka Apparel has been announced as one of only two winners at the 2009 Global Effie Awards. In the six-year history of the Global Effies, this is the first time an Asian agency has received the prestigious honor.
The awards honor campaigns that have proven effectiveness and creativity in four or more countries, on at least two continents within the last three years.
As a recession brought strong cost-cutting pressure to the global garment industry, Garments without Guilt used digital and social-marketing techniques to position Sri Lanka as the global destination for ethical manufacturing and sourcing. With a global marketing budget of under $US150,000, the campaign helped lift Sri Lanka’s garment exports from US$2.9 billion in 2006/2007 to $3.6 billion in 2007/2008.
“Our client was open to fresh thinking and new solutions, resulting in a bold and unconventional campaign that was path-breaking from its slogan to its implementation. … We have proven that modest budgets do not handicap the delivery of outstanding business results, even in global marketing campaigns,” says Sailesh Wadhwa, Grey Colombo’s Director of Strategic Planning & Brand Services.
“This is a milestone win, as it is a first for an Asian agency as well as for our Grey Group network… It is an honor to be globally-lauded as the creators of one of the most effective case studies in marketing communications,” says Nirvik Singh, CEO of Grey Group Asia-Pacific.
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