Life is Endless by I&S BBDO Tokyo for Ninshinihon

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Life is Endless

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Industry Funeral Services
Media Print, Magazine & Newspaper, Design & Branding
Market Japan
Agency I&S BBDO Tokyo
Creative Director Mari Nishimura
Copywriter Mari Nishimura
Released May 2012

Awards

Clio Awards, 2013
Design Posters Silver

Credits & Description

Category: Posters
Advertiser: NISHINIHON TENREI
Product/Service: FUNERAL PARLOR
Agency: I&S BBDO
Creative Director/Copywriter: Nishimura Mari (I&S BBDO)
Art Director/Designer: Hou Naomi (I&S BBDO)
Media placement: Poster - Fukuoka City - 10 February, 2012

Describe the brief from the client
A Japanese funeral service, in its traditional form, is a world of only black and white, emphasising sorrow.
While we can understand the sorrow, does stylising it really make the deceased happy?
Perhaps a funeral service can suggest a new way to send them off, as their last ceremony.

Describe the challenges and key objectives
Death is not just about sorrow - it's a last day but also a beginning. It should be a day in which to celebrate the life of the deceased. We developed a poster representing these feelings, wanting to express death with hope.

Describe how you arrived at the final design
The clue lay in pressed flowers, what people do with live flowers in order to forever preserve its memory forever.
We used pressed flowers to create a human skeleton in a large-size poster, to suggest the size of a coffin, showing the deceased departing as a colourful figure.

Give some indication of how successful the outcome was in the market
We implanted a new perception on people - funeral‘s are not just about sorrow. This led to a new type of funeral service.
It is a true ceremony to send off the departed in an out-of-the-box way.