|Title||SRI PADA - MERIT BIN|
|Brand||RATNAPURA PRADESHIYA SABAWA|
|Product / Service||RATNAPURA PRADESHIYA SABAWA|
|Category||B05. Use of Ambient Media: Large Scale|
|Entrant||LEO BURNETT SOLUTIONS Colombo, SRI LANKA|
|Idea Creation||LEO BURNETT SOLUTIONS Colombo, SRI LANKA|
|Production||24 FRAMES Colombo, SRI LANKA|
|Trevor Kennedy||Leo Burnett Solutions Inc||Chief Creative Officer|
|Athula Kathriarachchi||Leo Burnett Solutions Inc||Senior Creative Director|
|Mehnaz Ilhamdeen||Leo Burnett Solutions Inc||Head Of Operations|
|Prasad Chathuranga||Leo Burnett Solutions Inc||Illustrator / Art Director|
|Dilshard Ahamed||Leo Burnett Solutions Inc||Creative Consultant|
|Firzan Mulafer||Publicis Solutions||Account Director|
|Malaka Samith||Leo Burnett Solutions Inc||Copywriter|
|Nadeera Warawita||Leo Burnett Solutions Inc||Art Director|
|Sampath Karunaratne||Leo Burnett Solutions Inc||Associate Creative Director|
|Ajantha Kumara||Leo Burnett Solutions Inc||Art Director|
|Geesha Jayakody||Leo Burnett Solutions Inc||Copywriter|
|Hassan Samdin||Leo Burnett Solutions Inc||Art Director|
Turning garbage disposal into a meritorious act in the pilgrim’s journey towards enlightenment.
Each stride of the demanding 25,000 steps is accompanied by religious chants, seeking ‘good karma’ or merits from the divine journey. We researched and re-wrote these traditional chants to champion the idea of waste disposal as a way of collecting merits. Temple Wardens and Pilgrims carried these chants and reminders to millions of journeymen. Inspired by the Buddhist practice of collecting merits by making monetary offerings to temple tills, we also created special bins to complement the message. Instead of donating money however, pilgrims could now donate garbage. These Donation Bins were placed all along the pilgrims’ route.
Overall, three and half times more waste was collected from all garbage bins, while on average each of our special bins collected twice as much. Garbage was no longer garbage; it was an opportunity to amass merits by doing good, under the light of Lord Buddha.
The act efficiently blends in to the journeymen’s rituals and then plants a seed of good thought, which helps them re-think a casual practice as a spiritual practice. It promotes both the cause of the client and the need to re-negotiate the messaging which has gone unheeded thus far. It’s a disruption act that, however, does not behave like one and therefore more empathetic and respectful towards its recipients.
The proposed idea had to respect the importance of the site, understand the deeper cultural nuances and take in to account the psychological framework of the pilgrims. Since a cross segment of devotees visit the mountain, young and veteran, we needed a solution that can be easily adapted and accepted. An organic conversion, from shifting a daily practice in to one of spiritual significance was ideal and doable.