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  • SUB CATEGORY :
    LOTUS ROOTS
  • 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
  • CULTURAL CONTEXT EXPLANATION :
    BUDDHISM IS THE MAIN RELIGION IN SRI LANKA WITH OVER 16,000 REGISTERED BUDDHIST TEMPLES SCATTERED ALL OVER THE ISLAND. WORSHIPPING THE STATUE OF BUDDHA TO SHOW REVERENCE IS PERFORMED REGULARLY BY THE MILLIONS OF DEVOTEES AT THESE TEMPLES. ONCE A MONTH, THE FULL MOON DAY IS A DECLARED NATIONAL HOLIDAY FOR FOLLOWERS TO PERFORM TEMPLE WORSHIP. FRESH FLOWERS PLAY A VITAL ROLE IN THESE PRACTICES AS THE MAIN METHOD OF OFFERING AT TEMPLE ALTARS. THEREFORE, HUNDREDS OF FRESH FLOWER SHOPS CAN BE FOUND AROUND THE MAIN TEMPLES WHILE RURAL TEMPLES GET A CONSTANT SUPPLY OF FRESHY PLUCKED FLOWERS FROM THE NEIGHBOURHOODS. SINCE SRI LANKA IS A TROPICAL COUNTRY, FLOWERS BLOOM THROUGHOUT THE YEAR MAKING IT CONVENIENT FOR DEVOTEES AND FLOWER MERCHANTS TO MAKE THEIR PICK. BUT NONE OF THE TEMPLES HAVE FACILITIES FOR SYSTEMATIC DISPOSAL OF FLOWERS, RESULTING IN LARGE QUANTITY FLOWER DUMPS CREATING ENVIRONMENT PROBLEMS.
  • BACKGROUND OVERVIEW :
    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, RESULTING IN MILLIONS OF SUCH FRESH FLOWERS GETTING WASTED DAILY. BY EXTRACTING THE COLOURS 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 COLORS OF THE HALO THAT EMANATED FROM THE BUDDHA WHEN HE ATTAINED ENLIGHTENMENT. USING THE LATEST TECHNOLOGY IN PAINT MANUFACTURING, JAT WAS ABLE TO PRODUCE 50 LITRES OF PAINT FROM EVERY 2114 KILOGRAMS OF DRIED FLOWER PETALS. 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 HAS NOW GAINED A PURPOSE BEYOND A SINGLE OFFERING AND MADE THEM LIVE FOREVER ON TEMPLE WALLS, IN AN ETERNAL INCARNATION THAT WILL NEVER FADE AWAY.