OGILVY GROUP SRI LANKA SECURES SIX METALS AT SLIM EFFIE AWARDS 

Ogilvy Group Sri Lanka delivered a strong showing at the SLIM Effie Awards 2025, winning six metals and eight finalist spots. Campaigns addressing sustainability, tourism and social issues resonated strongly with juries, underscoring the agency group’s ability to align creative effectiveness with Sri Lanka’s pressing national priorities.

Ogilvy Group Sri Lanka delivered a notable performance at the SLIM Effie Awards 2025, securing six metals — one Gold, three Silver and two Bronze — along with eight finalist recognitions across its Digital, Creative and Media agencies. The awards ceremony, held recently, celebrated the country’s most effective marketing and creative campaigns, recognising work that demonstrates measurable impact alongside creative excellence.

What set Ogilvy’s performance apart this year was the relevance of its campaigns to Sri Lanka’s present-day context. Several of the recognised initiatives addressed issues that are currently shaping public discourse in the country, including environmental sustainability, tourism development and shifting social expectations within households.

A significant share of the group’s accolades came from Ogilvy Digital’s campaign “When the Trees Lament” for the brand El Toro. The campaign emerged as one of the night’s most recognised pieces of work, earning Gold in the Experiential Marketing (Live, Digital) category, Silver in Media Innovation (Emerging & New Channels), Silver in Business-to-Business (Products and Services), and Bronze in Environmental (Brands, Non-profit). In addition to the four metals, the campaign also secured three finalist recognitions.

The campaign addressed the growing issue of deforestation linked to construction and Sri Lanka’s ongoing reliance on timber as a primary building material. Drawing inspiration from the cultural significance of mourning within Sri Lankan society, the agency created a symbolic installation using cross-sections of real tree trunks shaped like vinyl records. These pieces functioned as “laments”, giving a metaphorical voice to felled trees and inviting audiences to reflect on the environmental cost of unchecked timber use.

The installation quickly captured public attention, attracting more than 20,000 visitors within four days. During that period, audiences collectively spent nearly 1,700 hours listening to the installation’s audio content, transforming the experience into a powerful platform for dialogue about sustainability and responsible resource use. The campaign successfully sparked renewed public discussion on the environmental implications of construction practices and the importance of exploring sustainable alternatives.

Phoenix Ogilvy also contributed significantly to the group’s overall medal tally, earning a Silver award in the Travel & Tourism category for SriLankan Airlines’ campaign “Relive the Epic of Ramayana”. Notably, the work stood out as the sole metal winner in its category at this year’s awards.

The campaign built upon its earlier success at the regional level, where it had previously secured Sri Lanka’s first-ever APAC Effie, marking a milestone moment for the country’s marketing industry. By presenting Sri Lanka as the living landscape of the ancient Ramayana epic, the campaign helped strengthen the international visibility of the country’s Ramayana Trail. In doing so, it contributed to broader efforts aimed at attracting travellers from key regional markets, particularly those with cultural and spiritual connections to the story.

Ogilvy Digital added another recognition to the group’s tally with a Bronze award in the Home Furnishings & Appliances category for Singer’s campaign “Take the Load Off Her Head”. The campaign focused on longstanding domestic expectations placed on women and highlighted how household appliances can help ease the burden of daily responsibilities. By addressing a familiar social dynamic within many households, the campaign connected with audiences while positioning modern appliances as tools that support more balanced domestic roles.

Reflecting on the agency’s performance, Lalith Sumanasiri, Managing Director of Ogilvy Digital and Media, emphasised the importance of grounding creative work in the realities of the country.

“For us, effectiveness has always come from understanding the country’s mood and needs,” he said. “We have a role to play in addressing the real issues Sri Lanka is dealing with. That relevance is what gives the work its effectiveness. Sustainability, tourism and everyday consumer challenges are not abstract themes — they are part of daily life here. When our teams and clients engage with those realities with responsibility and creativity, the work naturally becomes stronger.”

The results at the SLIM Effie Awards capped a strong year for the Ogilvy Group in Sri Lanka. Beyond the number of trophies, the recognition reflected the agency network’s ability to deliver cross-disciplinary work that brings together creative thinking, digital innovation and media strategy.

More broadly, the awards highlighted how campaigns that engage meaningfully with national priorities can resonate with both audiences and industry juries. In a year where effectiveness was closely tied to cultural relevance and social impact, Ogilvy’s work demonstrated how brands and agencies can play a role in shaping conversations around sustainability, tourism and everyday life in Sri Lanka.