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Kofukan Therapy Center: Press To Relax

May 3, 2008 – 3:30 pm | Written by KiwiPulse

When I first saw this ad from Kofukan Therapy Center in Brazil, I wasn’t clear about the message on the poster; “Press to Relax”. After some research I found that they are advertising a new technique of massage called “Shiatsu“. By pressing on the poster you will hear a popping noise similar to the ribs cracking on the body. What a clever idea to put two sheets of bubble wrap behind the poster to create such noise effect!

Shiatsu is a Japanese massage tradition with “Shi” meaning finger and “atsu” meaning pressure. The Shiatsu technique refers to the use of fingers and palm of one’s hand to apply pressure to particular sections on the surface of the body for the purpose of correcting the imbalances of the body and for maintaining and promoting health. It is also a method contributing to the healing of specific illnesses. It was discovered by Tokujiro Namikoshi when he was 7 years old while treating his mother’s rheumatoid arthritis with only his thumbs and palms. He later founded the Japan Shiatsu College in Tokyo in 1940. Many of his graduates now practice in Japan and overseas. He died at the age of 95 in 2000, but people will remember him as the great shiatsu master.

I think the technique must be very effective for maintaining and promoting health, since it has been around for so long. In my mind getting a good massage include an experienced massage therapist and the right atmosphere i.e. lighting and temperature. And last but no least, getting pressed on the right spot!

Advertising Agency: Quê, Rio de Janeiro, Brazil
Art Director: Fernando Freitas
Copywriter: Chiquinho Lucchini
Photographer: Rodrigo Paredes
Released: April 2008
Source: Ads of the World

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