{"id":124503,"date":"2023-11-10T17:55:18","date_gmt":"2023-11-10T17:55:18","guid":{"rendered":"https:\/\/websitedesigns.com.au\/elankanew\/?p=124503"},"modified":"2023-11-10T17:56:27","modified_gmt":"2023-11-10T17:56:27","slug":"shift-integrated-wins-best-campaign-in-country-sri-lanka-at-the-prestigious-2023-dragons-of-asia-awards-in-kuala-lumpur","status":"publish","type":"post","link":"https:\/\/websitedesigns.com.au\/elankanew\/shift-integrated-wins-best-campaign-in-country-sri-lanka-at-the-prestigious-2023-dragons-of-asia-awards-in-kuala-lumpur\/","title":{"rendered":"Shift Integrated wins \u2018Best Campaign in Country (Sri Lanka)\u2019 at the prestigious 2023 Dragons of Asia awards in Kuala Lumpur"},"content":{"rendered":"<h2 style=\"text-align: center;\"><span style=\"color: #000000;\"><strong>Shift Integrated wins \u2018Best Campaign in Country (Sri Lanka)\u2019 at the prestigious 2023 Dragons of Asia awards in Kuala Lumpur<\/strong><\/span><\/h2>\n<p><img loading=\"lazy\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-124504\" src=\"https:\/\/websitedesigns.com.au\/elankanew\/wp-content\/uploads\/2023\/11\/Image-1-The-Agency-Team-accepting-the-award-at-Dragons-of-Asia-e1699638688173.jpg\" alt=\"Image 1 - The Agency Team accepting the award at Dragons of Asia\" width=\"600\" height=\"403\" \/><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 16px; color: #000000;\"><strong><em>7<sup>th<\/sup> November 2023, Colombo<\/em><\/strong><strong>:<\/strong> The leading agency for thought-provoking and innovative marketing solutions, Shift Integrated, shone brightly at the recently-held 2023 Dragons of Asia awards in Kuala Lumpur, Malaysia. Since 2000, the Dragons of Asia have been recognising the very best in results-driven marketing communications, by agencies and clients, across all countries in Asia. The agency was awarded the Blue Dragon for the \u2018Best in Country (Sri Lanka)\u2019 for its Seylan Bank campaign, which encouraged Sri Lankans to sing the National Anthem in both Sinhala and Tamil on the 75<sup>th<\/sup> National Day. The execution was also awarded the Gold Dragon under the category, \u2018Best Small Budget Campaign\u201d. Shift Integrated\u2019s idea for Seylan Bank is a continuation of the theme the agency developed for celebrating National Day, which began with the question \u201cWhat does it truly mean, to celebrate National Day?\u201d The award-winning idea consisted of two videos, released on 4<sup>th<\/sup> February, featuring two groups of children singing the Sri Lankan National Anthem \u2013 one group in Sinhala and the other in Tamil. The end of the videos reveal that the group that sang the Sinhala version are children whose mother tongue is Tamil, and the children that sang it in Tamil, are actually Sinhala-speaking children. Furthermore, the Tamil version of the National Anthem was published in leading national Sinhala-language newspapers, as a Sinhala transliteration, asking Sinhala speakers to learn the National Anthem in Tamil as well. Similarly, the Sinhala version was published in Tamil language newspapers, as a Tamil transliteration. The campaign was ideated and created by Shift Integrated, while the launch on digital channels was handled by Shift Solutions and mainstream media rollout run by Third Shift Media.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 16px; color: #000000;\">Commenting on the Dragons of Asia honour, <strong>Selonica Perumal, Chief Executive Officer<\/strong> at Shift Integrated said, \u201cThe campaign\u2019s success at this prestigious event is a testament to our client, Seylan Bank\u2019s courage to try something different, and also mirrors our agency\u2019s philosophy to ensure effectiveness of our creative executions. At Shift Integrated, we consider our ultimate reward to be that the campaign has won the hearts and minds of the nation and created a positive perception of the brand. These awards are an affirmation of our purpose of \u2018making work that works\u2019, the ethos that has characterised our journey as we celebrate the 15<sup>th<\/sup> anniversary of our operations this year.\u201d<\/span><\/p>\n<p><!--more--><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 16px; color: #000000;\">\u00a0\u201cExpanding further on our concept for Seylan Bank on the occasion of the National Day to encourage all Sri Lankans to learn both Sinhala and Tamil to achieve harmony and unity, we took it a notch higher this year. This year\u2019s National Day campaign for Seylan Bank was to directly address the sensitive issue of singing the national anthem in both Sinhala and Tamil, and our campaign depicted this idea in a very strong manner,\u201d added <strong>Sandun Lakmal, Group Vice President and Chief Creative Officer<\/strong> at Shift Integrated.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 16px; color: #000000;\">Further, <strong>Asiri Abhayaratne, Assistant General Manager of Marketing and Sales at Seylan Bank PLC<\/strong> said, \u201cIn post-conflict Sri Lanka, language has been identified as essential for reconciliation. Sadly, this challenge has not been realized by most of us. By breaking the unstated convention that brands need to be apolitical and neutral, we went ahead with this initiative because we, as the bank with a heart, believe that the diverse ethnic backgrounds that make up our culture is Sri Lanka\u2019s biggest strength as we navigate the biggest crisis in our history. We appreciate the tireless effort and creativity by Shift Integrated to help us communicate this message to the public. I would like to congratulate the entire team from Seylan Bank and Shift for walking away with honours at the prestigious Dragons of Asia 2023 awards.\u201d<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 16px; color: #000000;\">The campaign achieved its objective as it generated significant social conversations around harmony, unity and the need for learning both languages as well as improving Seylan Bank\u2019s brand equity. The campaign has received praise from the business community, artistes, social activists and international journalists. Shift Integrated is an independent, fully-fledged creative agency based in Colombo, Sri Lanka.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 16px; color: #000000;\">-End-<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 16px; color: #000000;\">Photo Captions<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 16px; color: #000000;\">Image 1 &#8211; The Agency Team accepting the award at Dragons of Asia<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 16px; color: #000000;\">Image 2 \u2013 Shift team<\/span><\/p>\n<p><img loading=\"lazy\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-124505\" src=\"https:\/\/websitedesigns.com.au\/elankanew\/wp-content\/uploads\/2023\/11\/Image-2-Shift-team-e1699638908628.jpg\" alt=\"\" width=\"600\" height=\"349\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Shift Integrated wins \u2018Best Campaign in Country (Sri Lanka)\u2019 at the prestigious 2023 Dragons of Asia awards in Kuala Lumpur 7th November 2023, Colombo: The leading agency for thought-provoking and innovative marketing solutions, Shift Integrated, shone brightly at the recently-held 2023 Dragons of Asia awards in Kuala Lumpur, Malaysia. Since 2000, the Dragons of Asia [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":124504,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"aside","meta":{"footnotes":""},"categories":[20],"tags":[57336,57335,57334,57337],"class_list":{"0":"post-124503","1":"post","2":"type-post","3":"status-publish","4":"format-aside","5":"has-post-thumbnail","7":"category-articles","8":"tag-asiri-abhayaratne","9":"tag-sandun-lakmal","10":"tag-selonica-perumal","11":"tag-seylan-bank-plc","12":"post_format-post-format-aside"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v25.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Shift Integrated wins \u2018Best Campaign in Country (Sri Lanka)\u2019 at the prestigious 2023 Dragons of Asia awards in Kuala Lumpur<\/title>\n<meta name=\"description\" content=\"7th November 2023, Colombo: The leading agency for thought-provoking and innovative 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