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In 2011, New Zealand's second largest city, Christchurch, was devastated by an earthquake. To remind the city inhabitants (and tourists) that the rebuilding process has only made them stronger, Whybin\TBWA , Christchurch and Canterbury Regional Tourism Organisation, launched Repaired With Gold.
They took broken fragmented pieces from around the city and put them back together using gold. They then created an exhibit in Sydney for all to see, and reflect upon.
This repairing-with-gold process is known as Kintsukuroi. Repairing a broken piece with gold reminds you that the piece is now stronger for having been broken.
Quite moving.
Client: Christchurch and Canterbury Regional Tourism Organisation
Agency: Whybin\TBWA