Ceylon Today Invites Sri Lanka to Recycle Even The Smallest Pieces of Paper.
Dated: July 16, 2016
Sri Lanka’s national English daily Ceylon Today has taken steps to encourage and highlight the importance of recycling by recently launching a series of “Afterlife” ads. Creatively engaging the readers with an interesting facts and focusing their attention on how people are prone to recycling frequently, it’s the nature of recycling in large quantities, forgetting the tiny pieces of paper. It is considered as a global habit which needed to change.
“So, we at Ceylon Today made it our mission to put Sri Lanka on a path to recycling every piece of paper, regardless of size. Hence, we went in search of the tiniest pieces of paper that people would seldom ever think to recycle – The Chad. Chads are the tiny round pieces of paper left behind after papers are punched. It was the perfect find to convey our strong belief that even a tiny piece has an afterlife.” Said an official in a statement.
There were 3 ads depicting 3 different devils masks made up of Chads. It was a pertinent reminder - that even the tiniest piece of paper recycled, goes a long way in saving the planet - demonstrated by our devil masks, which in Sri Lankan arts and culture, represent the afterlife. Furthermore, undertaking the task of punching each and every page our ad appeared on, in all of newspapers in national circulation and sent the massive cache of leftover paper to be recycled, further driving the belief that no piece of paper should be left un-recycled and renewing our fight to tackle pollution.
Subash Pinnapola, Chief Creative Officer, TBWA, Sri Lanka
Art Director: Mithila Chamara.
Copywriters: Sohan Ratnaike, Kasun Wanigasekara.
Graphic Designer: Mayura Sesath.
Studio: Saminda Priyadarshana.
Paper Artist: Olga Skorokhod.
Post Production Team: Mitya - BFH / Ramji - Pumpkin Productions, India.