Triad Proves ‘Sri Lanka Can’
The Triad Team did Sri Lanka proud yet again when they won a Bronze at the 8th Singapore Outdoor Advertising Award (SOAA) Show held last week – making it another ‘first’ in the history of advertising in Sri Lanka.
Triad clinched this award in recognition of its campaign work for Sisil’s “Chill-In” regional bus branding ambient, which, according to the judges was an outstanding and effective creative execution that made a strong out-of-home marketing medium.
Triad’s creative idea was based on the insight that in a tropical country such as Sri Lanka, any pedestrian would opt to travel in an air-conditioned bus to gain momentary refuge from the heat. Based on this insight, the team worked to brand these bus doors to depict a Sisil refrigerator door, and thereby promote the ‘cooling’ experience that the refrigerator offers.
Sarva Amaresekere, COO of Triad, said of the agency’s achievement, “The SOAA is among the leading creative shows in the region, and this award win is testament to Triad’s passion, energy, and strive to delivering innovative, creative, and effective advertising. We have discovered that the outdoor medium is a growing avenue for creativity and innovation – it forces creatives to grab attention, telegraph their messages, and entertain amidst clutter. The Triad Team did all these with single-minded creativity to communicate a simple idea effectively using a local insight. We are extremely proud about winning this award, and we also congratulate our client, Singer Sri Lanka, who has provided the opportunity and support for our work, with whom we happily share this success.”
The Singapore Outdoor Advertising Awards, now in its 8th year, has grown into a premier event for the outdoor medium, attracting entries from all around the region. Practically every major agency and media-buying specialist enters the show each year. SOAA is recognized as one of the leading creative shows in the region. It is organized by AdAsia and supported by the top outdoor media owners as well as professional organizations such as the Institute of Advertising Singapore and the Designers Association Singapore.
For Triad, this win is the latest in numerous prestigious local and international advertising industry awards that they have received over the years. Including being adjudged best agency for three consecutive years at Chillies, Triad also boasts of being the first ever Grand Prix agency in 2009, and winning the most number of medals at the Effie Awards held the same year.
In addition, at an international level, they also won the first metal at AdFest in 2008 and this year produced a finalist at Cannes Lions Advertising Festival, together with Silver medalists at the Young Spikes Asia Competition held in Singapore – all, which further strengthen their credo of “Sri Lanka Can.”
Triad now stands more confident and stronger than ever to meet the challenges of 2010, retaining its leadership and offering brand centric, consumer driven, locally relevant communication ideas. Priding itself as the ‘first in the industry’ to explore and innovate with new media, Triad will continue to set industry standards by introducing novel communication ideas through evolving media.
Originally published on March 5, 2010 on Ada Derana News.
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