Death is not a subject that’s talked about openly and easily in many cultures. Arbor presented us with the challenge of finding a respectful, yet creative and engaging way to promote their services among Chinese Canadians, without offending the community or attaching negative associations with the brand.

We steered away from imagery and copy associated with death that’s typically found in funeral and cemetery services ads. Instead we used large punctuation marks executed in Chinese calligraphy to grab the audience’s attention and create a connection based on familiarity and aesthetic appeal. As well, we added thought-provoking headlines in Chinese to pique the target audience’s interest.