Brand Film Awards Winners 2020 - Viral

Burson Cohn & Wolfe wins the viral category with Wild Guides

Agency: Burson Cohn & Wolfe  Client: Sri Lanka Tourism  Credit: Wunderman Thompson  Film: Wild Guides

With a brief to create a launchpad for Tourism Sri Lanka’s new brand identity - So Sri Lanka - in the key global markets of the UK, France, Germany Sri Lanka, China and India, the agency used a team that had worked on the global BBC hit ‘Blue Planet.

The team travelled to Sri Lanka to create dramatic eye-level footage, including turtles scurrying across sandy beaches and elephants parting lush foliage ahead. Further inland, viewers journeyed on a white-knuckle adventure via ‘monkey camera’ offering a unique perspective of the country’s cultural landmarks and tourist must-sees and capturing the imagination of the Instagram generation. 

The films smashed targets and went viral achieving 100 million+ video views and 2.5 billion impressions worldwide with 7.1M shares across social media – a first for Tourism Sri Lanka.

As well as 2 million social media comments on the film and 18 million interactions, positive press coverage included 40 articles in top tier UK titles including the Mail Online, Daily Star, Evening Standard and Telegraph.

Judge’s comment: “Stunning film that truly captures the beauty of Sri Lanka, it commits to showing off the natural features, and the scope of shots and animals included is a feast for the eyes. The anticipation generated throughout the film makes the viewer feel like they're on a journey and excitement builds as you wait to see what else unfolds.“


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