Buddhists Cultural Center Sri Lanka: Paapa Chakraya (Wheel of Sin)
Today a majority of people in society commit some form of sin. In other words, they have lost their fear of retribution and punishment for sin. This has resulted in a breakdown of society.
Our challenge, to make people fear the consequences of wrongdoing as per the teachings of Buddhism. This idea was based on the following words of the Buddha as recorded by the Dhammapada scripture. ‘If with an impure mind a person speaks or acts, suffering follows him like the wheel that follows the foot of the ox.’A simple but highly effective visual medium; a wheel of an oxcart was attached to several vehicles in the city of Colombo. The action took place during Vesak – the festival that commemorates the birth, enlightenment and death of the Gautama Buddha.
The outcome was phenomenal. All major TV stations covered the event; as a consequence the whole country was aware of the operation. Additionally, a dedicated Facebook page generated a storm of comments. The event was also reported on several other media, both mainstream and non-traditional, resulting in a vocal dialogue among the general public of Sri Lanka.
Advertising Agency: Saatchi & Saatchi Sri Lanka
Executive Creative Director: Eric Frank
Creative Director: Asanka Ilamperuma
Art Director: Dinesh Gunaratne
Copywriter: Prasad Weerasekara
Photographers: Viraj Liyanarachchi, Ben Samarasinghe
Agency Production: Sugandika Dissanayake, Anthony Sinniha
Production House: Rohan Samaradiwakara
Animator / Editor: Dinesh Gunaratne
Additional credits: Ranmalie Samaranayake, Sujeewa Fernando, Sumudu De Silva, Subhashini Samanthilaka, Upecka Cumarathunga, Nilanthi Perera, Prabhath Kumar, Jagath Rathnakumara, Anura Udugahapaththuwa, Farzaad Mohidean, Sajiv Panditha, Upeka Rathnayaka, Piyumi Wickrama, Gayan Sanjeewa, I. Sasendran, Jeewantha Prasad, Dilanka De Silva, Rohitha Alwis, Saman Perera, Dionne Weeraratne