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  • SUB CATEGORY :
    MEDIA LOTUS
  • COMPANY ENTERING :
    LEO BURNETT SOLUTIONS INC., COLOMBO
  • ENTRY TITLE :
    SRI PADA - MERIT BIN
  • BRAND :
    RATNAPURA DIVISIONAL COUNCIL (PRADESHIYA SABAWA)
  • ADVERTISER :
    RATNAPURA DIVISIONAL COUNCIL (PRADESHIYA SABAWA)
  • AGENCY :
    LEO BURNETT SRI LANKA, COLOMBO
  • CHIEF CREATIVE OFFICER :
    TREVOR KENNEDY
  • EXECUTIVE CREATIVE DIRECTOR :
    LALINDRA NANAYAKKARA
  • CREATIVE DIRECTOR :
    ATHULA KATHRIARACHCHI
  • COPYWRITER :
    MALAKA SAMITH/DILSHARD AHMED/SAMPATH KARUNARATNE/
    GEESHA JAYAKODY
  • ART DIRECTOR :
    PRASAD CHATHURANGA/HASSAN SAMDIN/
    NADEERA WARAWITA/AJANTHA KUMARA
  • ACCOUNT DIRECTOR :
    FIRZAN MULAFER
  • HEAD OF OPERATIONS :
    MEHNAZ ILHAMDEEN
  • FILM PRODUCTION COMPANY :
    24 FRAMES, COLOMBO
  • DIRECTOR :
    MALAKA SAMITH
  • CAMERA :
    CHANAKA VIJEMUNI/ISHARA THILAKASIRI/PRASANNA HEWAGE
  • POST-PRODUCTION COMPANY :
    24 FRAMES, COLOMBO
  • EDITOR :
    CHATHURANGA SURAJ PERERA/SACHITH ABEYSINGHE
  • COLORIST :
    SAMAN ALVITIGALA
  • CULTURAL CONTEXT EXPLANATION :
    OUR DONATION BINS ARE ENTIRELY ROOTED IN A DEEP UNDERSTANDING OF SRI LANKAN CULTURE. THE BINS WERE INSPIRED BY TRADITIONAL TEMPLE TILLS, ART AND PARABLES. EVEN MORE FUNDAMENTALLY, THE CREATION OF THE BIN IS INFORMED BY THE SRI LANKAN DESIRE TO EARN SPIRITUAL MERITS IN ORDER TO BE ASSURED OF A MORE FAVORABLE REBIRTH.
  • THE BRIEF :
    SRI PADA - OR THE MOUNTAIN OF BUDDHA, IS UNIQUELY SACRED TO A DEEPLY SPIRITUAL BUDDHIST MAJORITY IN SRI LANKA. HOWEVER, THIS STIRRING CEREMONY OF NEARLY 500,000 PILGRIMS, WHO VISIT THE HOLY SITE EVERYDAY DURING THE SEASON, BRINGS WITH IT THE UNHOLIEST OF SIGHTS - GARBAGE. WE WERE ASKED TO COME UP WITH A SOLUTION TO THIS PROBLEM.
  • THE STRATEGY :
    SRI LANKA HAS A 2,500-YEAR OLD BUDDHIST CULTURE. USUAL MESSAGES TO DISPOSE OF GARBAGE RESPONSIBLY HAVE HAD NO IMPACT, SO WE TURNED TO AN ANCIENT MEDIUM THAT IS PREVALENT AT BUDDHIST RELIGIOUS SITES. INSPIRED BY THE BUDDHIST PRACTICE OF COLLECTING MERITS BY MAKING MONETARY OFFERINGS TO TEMPLE TILLS, WE CREATED SPECIAL BINS IN THE SAME SHAPE, TO CARRY THE MESSAGE. WE USE THE INHERENT SPIRITUAL DESIRE TO EARN MERITS, AND THE SYMBOLISMS ASSOCIATED WITH IT, TO HELP CURE THE EVILS OF IRRESPONSIBLE WASTE DISPOSAL.
  • THE EXECUTION :
    THE ART INSIDE AND OUTSIDE BUDDHIST TEMPLES NARRATE STORIES OF GOOD OVER EVIL, AND THE RESULTANT MERITS. WE JUDICIOUSLY RESEARCHED AND DESIGNED SUCH STORIES THAT DEPICT RESPONSIBLE GARBAGE DISPOSAL AS AN ACT OF PIETY. THIS DESIGN WAS FEATURED ON THE DONATION BINS, WHICH WERE PLACED ALL ALONG THE PILGRIMS’ ROUTE. WE ALSO EMBEDDED THESE STORIES IN TRADITIONAL CHANT SHEETS, WHICH PILGRIMS RECITE THROUGHOUT THEIR 25,000 STEP JOURNEY.
  • THE RESULT :
    OVERALL, THREE AND A HALF TIMES MORE WASTE WAS COLLECTED FROM ALL GARBAGE BINS, WHILE ON AVERAGE EACH OF OUR SPECIAL BINS COLLECTED TWICE AS MUCH. GARBAGE WAS NO LONGER GARBAGE; IT WAS AN OPPORTUNITY TO AMASS MERITS BY DOING GOOD, UNDER THE LIGHT OF LORD BUDDHA.