You may not have heard of Thadingyut (tha-din-jut), but in Myanmar it’s one of the most important festivals of the year. The long holiday celebrates the Buddha’s temporary return to earth, and it’s the time of year where Myanmar pay respect to their elders in the form of gifts, prayer and otherwise. The city is bedazzled with lights on every street and the mood shifts away from the 5-month monsoon and towards the harvests of fall.
How many people see their elders as the youngsters they once were, and how many take a moment to ask them what their dream for their life was when they were young? This integrated campaign campaign set out to challenge Myanmar travelers with this very sentiment for Thadingyut.