Petal Paint
On a routine family pilgrimage to the sacred Buddhist Ruwanwelisaya Temple, I stumbled upon a startling sight- just out of the temple-goers’ line of sight, a towering mound of fresh temple flowers lay discarded in the trash. Upon inquiring with a nearby temple employee, I discovered that it was a common practice to remove and dispose of fresh flowers from the altar often to make room for new offerings.
Convinced that these flowers could still have a purpose, after many days of research I stumbled upon the perfect solution. Through a process of extracting the pigments of colour from flowers, paint could be created -paint that could help restore the fading mural art of the very temples these flowers had been offered to. With the assistance of JAT Paints, we were able to bring this idea to life, with a range of organic paints made with the discarded flower offerings in the colours of the Buddha’s halo itself.
In the process of transforming the flowers into paint, an unlike by-product of the process was mulch, which too could be given a new purpose- to create the paper for our print ads.
Awards & Recognition:
D&AD Impact 2018 - Wood Pencil - Petal Paint
Cannes Lions 2019 - Shortlisted for PR - Petal Paint
D&AD 2019 - Shortlisted for Product Design Category - Petal Paint
Adfest 2019 - 2x Gold (Innova Lotus & Lotus Roots) - Petal Paint
- 2x Bronze (Brand Integration & Entertainment) - Petal Paint
Art Director's Club Global Awards 2019 - 1x Silver - Petal Paint
- 1x Bronze - Petal Paint
- 3x Merit - Petal Paint
Tambuli Asia-Pacific Awards 2019 - 6x Bronze - Petal Paint
Epica 2018 - Silver & Bronze - Petal Paint
Strategy Marketing Awards 2019 - 2x Gold - Petal Paint
Leo Burnett Worldwide Awards 2018 - White Pencil (HumanKind Award) - Petal Paint
Leo Burnett Global Product Committee - 2x 8 Balls & a 7+ Rating (Paris & Shanghai) - Petal Paint
Clio Awards - 2x Shortlists - Petal Paint
Effies 2018 - Bronze - Taco Bell Launch Campaign
Gerety Awards 2019 (Awards Judging in Progress) - 7x Shortlists - Petal Paint
The Work by Campaign Brief Asia (Awards Judging in Progress) - 5x Shortlists - Petal Paint
Fast Company - Featured
Contagious - 'World's Best Creative/Pioneering Campaigns' & Campaign of the Week
AdAge - Top 5 Breakthrough Creative Ideas We're Excited About
Credits:
Agency: Leo Burnett Sri Lanka/Toronto
Client: JAT Paints
Team:
Creative Director / Designer: Anthony Chelvanathan
Art Director / Designer: Janath Gamage
Creative Director (Art): Athula Kathriarachchi
Director Brand Management: Selonica Perumal
Creative Director (Copy): Anusha Wijeyaratne
Director of Broadcast & Photography Production: Jude Benedict
Planning Manager: Surani Perera
Senior Intern: Ravindu Wilegoda
Chief Executive Officer: Arosha Perera
Managing Director: Ranil De Silva