Saatchi & Saatchi Sri Lanka attach oxcart wheels to vehicles as per the teachings of Buddhism
Paapa Chakraya is an outdoor activation campaign carried out by Saatchi & Saatchi Sri Lanka for Buddhists Cultural Centre to communicate the idea of “your sins follow” to the general public inline with Vesak 2012.
Today the 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.
Saatchi & Saatchi Sri Lanka’s challenge was 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.
Credits – 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.