Dublin Samaritans, in collaboration with TBWA\Dublin, has launched a poignant campaign titled ‘Mending the Cracks,’ aimed at highlighting the importance of talking and listening in the healing process, drawing inspiration from the ancient Japanese art of Kintsugi.
Kintsugi, or ‘golden joinery,’ involves repairing broken ceramics with lacquer and gold, turning flaws into beautiful, golden seams. This age-old practice mirrors the fragility and unpredictability of life, where setbacks and challenges can leave us feeling broken. Yet, like the ceramics, our lives can be mended and even enhanced through the process. TBWA\Dublin recognized the parallels between Kintsugi and the invaluable support provided by Dublin Samaritans. Just as the art of Kintsugi beautifies broken ceramics, talking and being listened to can mend the cracks in our lives.
This concept inspired the campaign’s execution, with artist Joe Caslin creating a mural of Daragh Fleming on Montague Lane—a location chosen for its pre-existing cracks. For a week, passersby saw only a cracked mural, symbolizing life’s challenges. Then, the cracks were filled with gold, transforming the mural into a symbol of resilience and beauty. This visual metaphor reinforces the message that, like ceramics, our lives can be repaired and enriched through the support of Dublin Samaritans.
Bolt, TBWA\DUBLIN’s in-house production company, captured this narrative in a compelling 60-second video. Accompanied by a heartfelt poem written and read by Daragh himself, the video illustrates how Dublin Samaritans have touched countless lives, including Daragh’s own. Additionally, electronic music duo Bicep generously provided their track, further enhancing the emotional impact of the campaign.
Through ‘Mending the Cracks,’ Dublin Samaritans and TBWA\Dublin remind us of the transformative power of conversation and support, offering a beacon of hope for those navigating life’s challenges.