2023 Winner

Arbor Memorial, which offers cemetery and funeral services, wanted to communicate to the Chinese community the importance of planning for death while remaining sensitive to the cultural taboo around the subject. Knowing that rain, in Chinese culture, evokes both happiness and sadness, AVCommunications based its print concept on being prepared for both. For the “After the Rain” campaign, an umbrella acted as a metaphorical device to represent the duality of life. Noting that the community has one umbrella for sunny days and another for rainy days, the print ad juxtaposes an orange umbrella against green grass on a sunny day to represent life, and a black umbrella against dark puddles on a rainy day to represent death – with a message urging users to always be prepared. The ad campaign garnered 300,000 impressions in a span of one month, and the concept was further translated to all other channels, becoming the main visual image of the Arbor Memorial campaign.

Credits

Zeno Lam
Hassan Iqbal
Xiafan Li
Liu Young
Maureen Tang
Ainee Kalim
Candice Tong