When I think of funeral homes I think of muted colors like blacks, whites and greys. And indeed, funerals in Japan are largely a black & white affair, with any deviation from the code being considered taboo and disrespectful. So when Tokyo-based ad agency I&S BBDO was approached by Nishinihon Tenrei to create an unconventional ad for funeral services, it understandably posed several challenges.
“The March 11th earthquake and tsunami had a traumatic effect on Japan. Issues of life and death, hope and despair, beauty and tragedy became an all too real part of people’s everyday lives,” says the agency, reflecting on how to communicate the funeral home’s new role of remembering and celebrating the beauty of a lost person’s life.
Creative director Mari Nishimura decided to create a real-size human skeleton made from pressed flowers. The striking image is both beautiful, as well as celebratory, expressing through flowers what remains after death. Text and Image via Spoon & Tamago
Researchers test the idea that we hunt for memories in our minds the same way some animals search for food. In search of nectar, a honeybee flies into a well-manicured suburban garden and lands on one of several camellia bushes planted in a row. After rummaging through the ruffled pink petals of several flowers, the bee leaves the first bush for another. Finding hardly any nectar in the flowers of the second bush, the bee flies to a third. And so on.
Our brains may have evolved to forage for some kinds of memories in the same way, shifting our attention from one cluster of stored information to another depending on what each patch has to offer. Recently, Thomas Hills of the University of Warwick in England and his colleagues found experimental evidence for this potential parallel. “Memory foraging” is only one way of thinking about memory—and it does not apply universally to all types of information retained in the brain—but, so far, the analogy seems to work well for particular cases of active remembering.
Excerpt of an article written by Ferris Jabr, Scientific American. Continue HERE