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  • SUB CATEGORY :
    BEST USE OF BRAND INTEGRATION
  • COMPANY ENTERING :
    LEO BURNETT, COLOMBO
  • TITLE :
    PETAL PAINT
  • BRAND :
    JAT PAINTS
  • ADVERTISER :
    JAT HOLDINGS COLOMBO, SRI LANKA
  • AGENCY :
    LEO BURNETT, COLOMBO/ LEO BURNETT, TORONTO
  • MANAGING DIRECTOR :
    RANIL DE SILVA
  • CHIEF EXECUTIVE OFFICER :
    AROSHA PERERA
  • CHIEF CREATIVE OFFICER :
    MARK TUTSSEL/JUDY JOHN
  • EXECUTIVE CREATIVE DIRECTOR :
    ANTHONY CHELVANATHAN/RAJDEEPAK DAS/LALINDRA NANAYAKKARA
  • CREATIVE DIRECTOR :
    ATHULA KATHRIARACHCHI/NIKHILA DISSANAYAKE
  • COPYWRITER :
    ANUSHA WIJEYERATNE/THUTHI GUNAWARDENA/APPANNA CHETRANDA
  • ART DIRECTOR :
    JANATH GAMAGE/ANTHONY CHELVANATHAN/ATHULA KATHRIARACHCHI
  • ACCOUNT DIRECTOR :
    SELONICA NALAWANSA
  • STRATEGIC PLANNING MANAGER :
    SURANI PERERA
  • EXECUTIVE AGENCY PRODUCER :
    FRANCA PIACENTE
  • AGENCY PRODUCER :
    JUDE BENEDICT/MEHNAZ ILHAMDEEN/WASIM AKRAM/ERANGA HEMAJITH
  • MEDIA AGENCY :
    STARCOM SRILANKA, COLOMBO
  • MEDIA PLANNING DIRECTOR :
    NILUSHA WANASINGHE
  • FILM PRODUCTION COMPANY :
    NICESHOES, TORONTO
  • POST-PRODUCTION COMPANY :
    24 FRAMES, COLOMBO/STRAWBERRY FILM, COLOMBO
  • EDITOR :
    AMITH ASANKER/DAVID NAKATA
  • SOUND STUDIO PRODUCER :
    GRAYSON MATTHEWS/TORONTO CANADA
  • PRINT PRODUCTION COMPANY :
    LEO BURNETT, COLOMBO/LEO BURNETT, TORONTO
  • PHOTOGRAPHER :
    JEHAN ADAHAN/MIKE TJIOE
  • RETOUCHER :
    DENNIS MATHER
  • PRINT PRODUCER :
    GORD CATHMOIR
  • STUDIO ARTIST :
    ROBIN OSMOND
  • CAMPAIGN SUMMARY :
    IN THE BUDDHIST NATION OF SRI LANKA, FLOWERS SIGNIFY THE IMPERMANENCE OF LIFE. THEIR HIGHEST PURPOSE IS TO BE PRESENTED AS AN ALTAR OFFERING. BUT DUE TO THE HIGH VOLUME OF DAILY WORSHIPPERS, THESE FLOWERS OFFERED AT TEMPLE ALTARS GET DISCARDED TO DUMPS WITHIN MINUTES. THIS RESULTS IN MILLIONS OF SUCH FRESH FLOWERS OFFERED AT TEMPLES GETTING WASTED DAILY. BY EXTRACTING THE COLOURS FROM PIGMENTS CONTAINED IN THESE TEMPLE OFFERINGS, WE CREATED PETAL PAINT, A RANGE OF SAFE, LONG-LASTING PAINTS AND USED THEM FOR THE CREATION AND RESTORATION OF TEMPLE ART. THE PAINT WAS EXTRACTED IN FIVE COLOURS - BLUE, YELLOW, RED, WHITE AND ORANGE - WHICH REPRESENT THE 5 COLOURS OF THE HALO THAT EMANATED FROM THE BUDDHA WHEN HE ATTAINED ENLIGHTENMENT. THESE COLOURS WERE BRANDED AS LOTUS RED, PIGEONWING BLUE, TRUMPET YELLOW, MARIGOLD ORANGE AND TEMPLE FLOWER WHITE OF PETAL PAINT. BY USING THE LATEST TECHNOLOGY IN PAINT MANUFACTURING, JAT WAS ABLE TO PRODUCE 50 LITRES OF PAINT FROM EVERY 2114 KILOGRAMS OF DRIED FLOWER PETALS. ONCE MANUFACTURED, THE PAINT WAS DONATED TO BUDDHIST TEMPLES ACROSS THE ISLAND TO PRESERVE AND RESTORE TEMPLE ART. PETAL PAINT WAS ALSO MADE AVAILABLE AT THE SHOWROOMS OF THE MANUFACTURER – JAT PAINTS, ALONG WITH INSTORE POSTERS AND THE COLOURFUL TEMPLE ART INSPIRED PACKAGING DISPLAYS. WITH THE LAUNCH OF PETAL PAINTS, THE MANUFACTURER JAT PAINTS PLANS TO RESTORE MULTIPLE TEMPLE MURALS ACROSS THE COUNTRY INCLUDING THOSE AT THE SHRINES IN SRI SUDARMARAMA POORANA MAHA VIHARAYA, GANEGAMA AND AKURESSA. THROUGH PETAL PAINT, TEMPLE OFFERED FLOWERS HAVE NOW GAINED A PURPOSE BEYOND A SINGLE OFFERING AND MADE TO LIVE FOREVER ON TEMPLE WALLS, IN AN ETERNAL INCARNATION THAT WILL NEVER FADE AWAY.
  • THE BRIEF :
    JAT HOLDINGS FACED THE CHALLENGE OF ESTABLISHING ITSELF AS A KEY PLAYER IN THE MARKET FOR A LONG TIME. THIS WAS MAINLY DUE TO THE FACT THAT THE PAINT CATEGORY IN SRI LANKA WAS DOMINATED BY LARGE INTERNATIONAL COMPETITOR BRANDS IN THE MARKET, FOR EXAMPLE DULUX. THESE BRANDS WERE MAINTAINING SIGNIFICANT MARKET SHARES BY LEVERAGING THEIR INTERNATIONAL STANDARDS, APPEAL AND LONG-TERM PRESENCE IN THE SRI LANKAN MARKET. TO STAND OUT AGAINST THESE BIG BRANDS WE HAD TO DEPLOY A DIFFERENT STRATEGY THOUGH A BRAND CONNECTION WITH SRI LANKANS WHICH APPEALS TO THE LOCAL MINDSET.
  • THE STRATEGY :
    WE SOUGHT TO CREATE RELEVANCY OF THE BRAND JAT PAINTS IN THE LIVES OF SRI LANKANS BY CREATING A SOCIAL IMPACT. WE DECIDED TO REACH THE BUDDHISTS, THE MAJORITY RELIGION OF SRI LANKANS. WE NEEDED TO REACH DEVOTEES OF ALL AGE GROUPS ACROSS THE COUNTRY WHO VISIT TEMPLES - ESPECIALLY THOSE WHO VISIT THE TEMPLE ON FULL MOON POYA DAYS (OCCURRING MONTHLY) AND OFFER UP VOLUMES AND VOLUMES OF FLOWERS AS WORSHIP WHICH IS REGULAR PRACTICE.
  • THE EXECUTION :
    VAST QUANTITIES OF DISCARDED FLOWERS WERE COLLECTED FROM TEMPLES ACROSS THE ISLAND AND CAREFULLY SEPARATED TO 5 COLOURS - BLUE, YELLOW, RED, WHITE AND ORANGE. BY EXTRACTING EACH COLOUR FROM THE PIGMENTS, THE INNOVATIVE PETAL PAINT WAS DEVELOPED. THE PAINT WAS THEN DONATED TO TEMPLES TO PRESERVE AND RESTORE TEMPLE ART. PETAL PAINT WAS ALSO MADE AVAILABLE AT THE SHOWROOMS OF THE MANUFACTURER – JAT PAINTS, FOR DEVOTEES TO PAINT THEIR PERSONAL SHRINE ROOMS AT HOME. PETAL PAINT WAS MANUFACTURED IN THE COLOURS OF LOTUS RED, PIGEONWING BLUE, TRUMPET YELLOW, MARIGOLD ORANGE AND TEMPLE FLOWER WHITE. EACH PACKAGING WAS INTRICATELY LABELLED WITH A DESIGN DERIVED FROM TEMPLE ART ITSELF WHILE THE SAME FLOWERS WERE USED IN EACH OF THE INSTORE POSTERS AT THE SHOWROOMS OF THE MANUFACTURER.
  • THE RESULT :
    USING THE LATEST TECHNOLOGY IN PAINT MANUFACTURING, JAT WAS ABLE TO PRODUCE 50 LITRES OF PAINT FROM EVERY 2114 KILOGRAMS OF DRIED FLOWER PETALS. LEADING LOCAL NEWS MEDIA CHANNELS FEATURED THE LAUNCH OF PETAL PAINT LONG WITH INTERNATIONAL MEDIA. WITH THE LAUNCH OF PETAL PAINTS, THE MANUFACTURER JAT PAINTS PLANS TO RESTORE MULTIPLE TEMPLE MURALS ACROSS THE COUNTRY INCLUDING THOSE AT THE SHRINES IN SRI SUDARMARAMA POORANA MAHA VIHARAYA, GANEGAMA AND AKURESSA. IN ADDITION TO FINDING A MEANINGFUL WAY TO USE THE DISCARDS, THE INITIATIVE ALSO HELPED TO REDUCE THE DAILY WASTE FROM TEMPLE SITES ACROSS THE COUNTRY, KEEPING IT OUT OF LANDFILLS AND EASING THE BURDEN ON GARBAGE COLLECTORS. ALL IN ALL, THE ENTIRE PROCESS FUSED ART AND CREATIVITY WITH SUSTAINABILITY – WHILST MOST IMPORTANTLY, PRESERVING THE REVERENCE OF THE FLOWERS.