W+K Amsterdam lauch Electronic Arts - Burnout Dominator campaign, kahrashin.com, based round the global movement, Kah Ra Shin, whose guiding principle since its origination in Tibet in the late 19th century has been one of 'Inner peace through outer violence'. Exploring both its founding philosophy and its current day practices, the campaign shows the role Burnout Dominator has begun to play in practitioners lives as the ultimate form of cathartic anger release.
Copywriter Mike Farr says, "What everyone loves about EA's Burnout(TM) Dominator is its pure and unabashed celebration of destruction. The truth is, it feels good to smash into things at high speed. And after a stressful day at the office there is something even pleasantly cathartic about it. The Worldwide global phenomenon, Kah Ra Shin, and its mantra, 'Inner Peace Through Outer Violence' was born from this insight."
Joakim Borgstrom, W+K's new Interactive Creative Director continues, "We realized that in these angry, stressed-out times, there’s only so much that yoga, meditation or aromatherapy can do for you. What people really need is a way to release their rage, not contain it, through controlled violence against inanimate objects. Or put more simply, 'to smash stuff’'."
The Netherlands
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