Sri Lankan Airlines China Campaign 2017
(Golden City Gate Award 2018 - Second Star )
“The Spirit of China, the Story of Sri Lanka” is an attempt to reach out to the Chinese travellers through a medium which is familiar to them. The visuals that depict the Chinese traditional painting styles portraying prominent icons of Sri Lanka, was a pictorial translation of a destination through a visual dialect which is close to their hearts. This campaign was a brand building initiative in itself and an effective way to direct travellers and potential travellers to the language specific content created on Sri Lanka for their perusal.
Chinese art focuses on capturing the spirit of the object rather than recreating its physical form. In Sri Lanka, where what’s considered ‘ideal’ is very real - with breathtaking landscapes, vibrant history and culture – this ode to Chinese way of appreciating was amalgamated with the familiar outlines of prominent Sri Lankan locations. The range of visuals depicts the two countries’ shared love of aesthetic beauty that’s expressed in the spirit of serenity, adventure and new beginnings.
