Alessi: The Four Gracious Plants, Bamboo

The Four Gracious Plants consist of an oriental painting of plum-blossom, orchid, chrysanthemum and bamboo which is the traditional concept connecting the image of these plants to the image of Korean. An oriental painting of plum-blossom effloresces before the snow melts in early spring nevertheless of the cold and the orchard emits delicate scents to the remote mountain. Chrysanthemum busts out in late fall in spite of the first cold and frost and bamboo keeps the green and fresh leaves in cold winter. The order of an oriental painting of plum-blossom, orchid, chrysanthemum and bamboo follows spring, summer, fall and winter whose orders are the sequences of the time of blossom each. It not only expresses seasons but also it contains the idea of the ‘classical scholar spirit.’ In other words, through the Four Gracious Plants, I intended to show the everlasting mind and will and I sought for an elegant and unworldly stage.

Advertising Agency: Straw, Seoul, Korea
Creative Director / Art Director / Illustrator / Photographer: YoonHo Chang
Published: May 2007


morse's picture
16530 pencils

The whole campaign is very pretty.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

kleenex's picture
33776 pencils

I agree with you.

stke's picture
274 pencils


straw's picture
8 pencils

My materials for work are spoons, forks and knives commonly called cutlery. < knife >

Bamboo - Bamboo is green and empty inside all the year round but always straight. This is a Chinese poem expressing the uprightness of returning to the right position even though there is a case of being bent boughs for a while on account of the snow and raining.

killazol1's picture
354 pencils


ItMatters's picture
2171 pencils

Looks beautiful but took me more than a while to get it.

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