Kintsugi is the traditional Japanese craft of mending broken pottery with gold. It inspired the Brazilian advertising firm Leo Burnett Tailor Made to promote the sale of Oreo cookies by proposing that your broken Oreos chould result in a broken heart. But you can rejoin the shattered cookies with a tube of Oreo filling, which has a consistency something like molten gold.
In its promotional video, the agency expresses that it hopes to convey that customers saddened by their broken Oreos can create a new narrative for their traumatized cookies that their wounding can be a source for beauty within healing.
-via Unseen Japan
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