GREY Advertising Bangladesh Limited has bagged another Silver Lion in the Sustainable Development Goals category at the prestigious Cannes Lions International Festival of Creativity. This is the third award for GREY Dhaka at this year’s Cannes Lions.
The agency won all the three awards for their project UCB AgroBanking Powered by Shwapno.
The other two awards were: Silver Lion in the Launch/Relaunch category of Brand Experience & Activation Lions and another Bronze Lion in the Mobile Payment Solution category of Mobile Lions.
This is indeed a remarkable event in the history of Bangladeshi advertisement industry. This is the second time any Bangladeshi campaign has won an award at the Cannes Lions. The first-ever award for a Bangladeshi campaign was for ‘Zero Electricity Air Cooler’ campaign in the year 2016, which was also executed by GREY Dhaka. The project had won Gold Lion in the Product Design (Solution) category.
The winning campaign of this year, UCB AgroBanking is the world’s first initiative to transform fresh fruits and vegetables—into bank accounts. AgroBanking allows farmers to open micro savings accounts in exchange for their produce.
UCB partnered with the largest grocery chain in Bangladesh, Shwapno, to purchase such goods at fair prices. Through its massive farmer and distribution network, Shwapno can deliver the fresh fruits and vegetables to stores across Bangladesh, finally giving farmers the opportunity to join the formal economy, reduce inequality and help them grow their business.
According to GREY, in just one month since its execution, 750 new accounts were opened, 58 tons of produce were collected, 40+ media impressions were generated and 115 villages asked to join AgroBanking.