CLIENT
Sri Lanka Apparel
Ajith Dias - Chairman
Kumar Mirchandani - Chairman, Image Committee
Nilmini Jayasinghe - Program Coord., Garments Without Guilt
AGENCY
Grey Global Group - Colombo *Lead Agency
Ajai Singh - VP, Country Head
Malayna Dawn - Blogging Specialist
Amila Galappaththi - Creative, Interactive
Jiffery Mohammed - Assoc. Creative Director
Roy Varkey - Executive Creative Director
Sailesh Wadhwa - Director, Strategic Planning & Brand Services
Shane Wilson - Acct. Director, G2 Grey
Video Image
SUMMARY
This campaign exemplifies the fact that building a global brand that delivers on the business strategy is not about having big dollar marketing budgets. The agency and Sri Lanka's apparel industry initiated a worldwide people-based movement using the Internet as the primary medium to promote its Ethical Manufacturing & Sourcing positioning among top decision makers of some of the world's choicest fashion and retail apparel brands. In just over a year's time, the movement has found global voice and center stage.
