Video: "Life is Endless": Japanese Funeral Home Nishinihon Tenrei Advertisement
2024 Author: Richard Flannagan | [email protected]. Last modified: 2023-12-15 23:55
V Of JapanAs in most other countries of the world, the color code of the funeral includes muted shades of black, white or gray, and any step away from these rules is perceived as a violation of the taboo and a manifestation of disrespect for the ritual. Therefore, the funeral home "Nishinihon Tenrei" took a huge risk, releasing their advertising poster, made in bright and light colors.
Solution "Nishinihon Tenrei" to go against the tradition did not arise out of a simple whim. It was inspired by the tragic events for Japan in March 2011, when natural disasters claimed thousands of lives. Matters of life and death, hope and despair have become an integral part of the everyday life of the Japanese, and the funeral home "Nishinihon Tenrei" took upon itself a new task - not so much to remind people of the tragedy as to give them the opportunity to feel the greatness and beauty of a person's past life.
Funeral service "Nishinihon Tenrei" contacted the agency "I&S BBDO" asking for an unconventional ad that reflects the lighter side of beliefs about life after death. As a result of long and painstaking work, a life-size human skeleton was assembled from a variety of botanical materials. The work is based on compressed flowers, branches and leaves, like those that people usually keep between book pages in memory of some bright event.
I must say that a bold approach "Nishinihon Tenrei" did not cause a storm of indignation on the part of admirers of the tradition and was generally perceived positively.
Artists from Eastern countries are characterized by skillful maneuvering between tradition and experiment. It is worth remembering at least the Buddhist temple Wat Rong Khun, whose walls are decorated with images of heroes of science fiction films.
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