Ogilvy Group Sri Lanka showcased an outstanding performance at the SLIM Effie Awards 2025, recently securing six awards: one Gold, three Silver, and two Bronze, along with eight finalist recognitions across its Digital, Creative, and Media agencies.
The Effie Awards annually honor the nation’s most effective marketing and creative campaigns. This year, Ogilvy’s campaigns stood out due to their relevance to Sri Lanka’s current context, particularly in advancing sustainability awareness and supporting the tourism sector.
A significant contributor to the Group’s success was Ogilvy Digital’s remarkable campaign, “When the Trees Lament,” for the brand El Toro. This campaign earned a Gold in Experiential Marketing (Live, Digital), a Silver in Media Innovation (Emerging & New Channels), a Silver in Business-to-Business (Products and Services), and a Bronze in Environmental (Brands, Non-profit), alongside three finalist recognitions.
The campaign captured public attention by addressing the growing issue of deforestation linked to construction and the country’s reliance on timber instead of more sustainable alternatives. Recognizing that mourning is an integral part of Sri Lankan culture, the agency used cross-sections of real tree trunks to create vinyl-like “laments,” giving a symbolic voice to felled trees. The installation attracted over 20,000 visitors and generated nearly 1,700 hours of listening time within four days, sparking renewed discussions on sustainability and responsible timber use.
Phoenix Ogilvy added to the Group’s achievements with a Silver in the Travel & Tourism category for SriLankan Airlines’ “Relive the Epic of Ramayana” campaign. As the sole winner in its category, the campaign underscored its importance following regional recognition last year, where it secured Sri Lanka’s first-ever APAC Effie. This industry milestone highlighted the country’s tourism narrative by presenting Sri Lanka as the living landscape of the Ramayana, thus bolstering the visibility of the country’s Ramayana Trail and supporting efforts to attract regional travelers.
Furthermore, Ogilvy Digital secured a Bronze in the Home Furnishings & Appliances category for Singer’s “Take the Load Off Her Head” campaign, which tackled longstanding domestic expectations placed on women and demonstrated the role of household appliances in easing daily responsibilities.
Lalith Sumanasiri, Managing Director of Ogilvy Digital and Media, commented, “For us, effectiveness has always emerged from understanding the country’s mood and needs. We play a role in addressing the real issues Sri Lanka faces. That relevance is what makes our work effective. Sustainability, tourism, and everyday consumer challenges are not abstract themes; they are part of daily life here. When our teams and clients engage with these realities responsibly and creatively, the work naturally becomes stronger.”
This outcome capped a robust year for the Group, with the recognitions highlighting the strength of its cross-disciplinary work and the broader relevance of campaigns that address national needs and priorities.
Phoenix Ogilvy receives the Silver Effie for the “Relive the Epic of Ramayana” campaign
Image Caption: The Ogilvy Digital team with their metal haul at the 2025 SLIM Effie Awards
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