Setagaya Yasuragi Cemetery Outdoor, DM Butterfly Cemetery, 3 by Dentsu Inc. Tokyo, Pentagram Design Ltd

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Butterfly Cemetery, 3

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Industry Funeral Services, Railways
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Direct marketing
Market United Kingdom, Japan
Agency Dentsu Inc. Tokyo
Agency Pentagram Design Ltd
Released January 2016


D&AD Awards, 2016
Branding Branding Schemes/Large Organisation Wood Pencil
Branding Branding Schemes/Medium Organisation Wood Pencil

Credits & Description

Agency: Dentsu Inc.
Client: Setagaya Yasuragi Cemetery
Agency: Dentsu Inc.
Client: Setagaya Yasuragi Cemetery
Art Director Tomonori Saito
Copywriter Yoseke Watanabe
Design Director Tomonori Saito
Designer Satoshi Noguchi
Photographer Junpei Kato
Creative Agency Dentsu Tokyo
Account Handler Tomoyo Fukaya
Planner Rei Tsukahara Kota Yabana
What form of grave can be built to be beloved for a longer time and that will inspire more visits? Until now, Japanese graves have looked dark and uniform. We have thus created more individualized gravestones that tell the story of the departed loved one’s life and that symbolize the brightness of that life.This symbol is the butterfly, a motif in Buddhism that is said to be a reincarnation of the dead and also to represent the cycle of reincarnation itself.