The AXE Effect - Women

Barbie| gets a makeover

Photo: CATERS

Barbie, the iconic plastic doll, is famed for her glamorous clothes and pneumatic figure – now in a new burka-clad model.
The look is part of an exhibition, backed by Barbie creator Mattel, of the doll in multicultural outfits by Italian designer Eliana Lorena. Two of the Barbies are wearing the burka, the loose fitting robe with veiled holes for the eyes which is worn by some Muslim women.

The collection of more than 500 Barbies is being sold at a Sotheby's charity auction in Florence, Italy, in aid of Save The Children.

The sale is part of Barbie celebrations for her 50th anniversary this year.

Britain's biggest Barbie collector Angela Ellis, 35, who owns more than 250 dolls, said: "I think this is really important for girls, wherever they are from they should have the opportunity to play with a Barbie that they feel represents them.

"I Know Barbie was something seen as bad before as an image for girls, but in actual fact the message with Barbie for women is you can be whatever you want to be.

"I like the 70s, 80s and 90s ones that have reflected my life and I picked the really outstanding ones, the really different ones that have a message for my collection.

"I have a Barbie in a wheelchair that was only out for six weeks."

Rosie Shannon, from Save the Children, said: "We are delighted Sotheby's and the designer chose to auction the burka Barbie dolls for our charity.

"Save the Children is committed to helping children worldwide.

"One of the Barbies being auctioned wears a ring made by Italian jewellers Bulgari who are working in partnership with Save the Children.

"The money raised will also help children get back to school."

The money goes toward the Rewrite the Future campaign which helps millions of children around the world effected by conflict.

Barbie was first launched in March 1959 by American businesswoman Ruth Handler. The doll was joined by her long-term boyfriend Ken in 1961.

Opticana - the 500$ Campaign By Mccann Erickson israel

McCann made good use of a massive $500 spend! They bought 10 domain names with a slight misspelling of some of the most popular websites in Israel and setup advertising on those pages to promote an “eye test” to help with the mistype!
Brand: Opticana 

Agency:McCann Erickson Israel 

Cesviamo Stop Aids| The Condom Mob

Cesviamo (www.cesviamo.org) is an italian social network created by Cesvi, a non-profit cooperation and development organization of social utility. The basic idea of the network is very simple: you can make a bet envolving all your friends in order to raise money for social issues. In this case, they had 3 goals: to increase the awareness of the website, to explain how the social network works turning fundraising into “funraising”, and to make people – and above all students – more conscious about AIDS, an actual and vivid issue. So they launched the biggest bet ever: the “Condom Mob” – 100 young person in a condom against AIDS! The word of mouth has grown up trough the main social networks (facebook, twitter, friendfeed) and the event took place inside two italian universities: the first one in Milan, well known for communication studies, and the other one in Genoa, specialized in medical studies. The result was beyond their expectations! In the first case they managed to reach 223 person entering the condom, while in the second case the person involved was 230! The media coverage of the campaign was and still it is beeing impressive (tv, radio, magazines, social networks and hundreds of website and blogs). In the end the bet was won, and Cesvi saved the life of a child in Africa preventing him from AIDS (in detail, Cesvi supplied a complete therapy that reduces nearly 100% the risk of aids transmission from a HIV positive mother to her child).


Advertising Agency: Now Available, Milan, Italy

Copywriters| A collection of working portfolios

Modern Copywriter is a new site from Jason Siciliano that celebrates the work of "fabulous copywriters," which he describes as "gentle souls in a rough biz.

Domino's listened

Domino's will be marketing their new pizza aggressively in the next several weeks with advertising on many top-rated entertainment and sports programs, sampling opportunities throughout the country and a strong web-based presence. They will also motivate trial with a special introductory offer of two medium, two topping pizzas for $5.99 each.
www.pizzaturnaround.com

Funniest Thing Ever

For the non-Arabic readers, that literally says “Microsoft launching “Google Wave” officially next year” :D

Brands, strategy, innovation and the world of account planning| A reflection on planning by planners|

Is planning impotent?





What makes a good planner?





Are planners glorified researchers?





Is planning handicapped by advertising?

Estee Lauder ME launches regional website

Estée Lauder launched a regional website for the Middle East.

The new website, www.esteelauder-me.com, is available in both English and Arabic and "has been designed to bring the exceptional service experience that consumers' have come to expect at Estée Lauder's counters to the web," according to a release announcing the launch.

The site provides detailed product information and enhanced product images that are grouped into seven categories. This includes a section dedicated to Estée Lauder’s skincare range which features’ Estée Lauder’s Beautiful Skin Solutions, an easy guide for customer’s to find their perfect skincare regimen, combining the proven Repair and Moisturizer formulas targeted to the their specific needs. Information on Estée Lauder’s repair, moisturizer and eye category as well as its popular Nutritious skincare range are also featured in this section.

Customers can enter the “virtual immunity” from the visible signs of aging with Estée Lauder’s most luxurious skincare range, Re-Nutriv.  In this section, customers can learn all about the history and inspiration behind the Re-Nutriv range and the benefits of each product in the collection.

The website also features a dedicated section on Estée Lauder’s comprehensive brightening system, the Cyberwhite Ex range, which comprises of targeted technologies to brighten every kind of spot differently and thoroughly.

Detailed information on Estée Lauder’s make-up line up is featured in the make up section which includes Estée Lauder’s long wearing, stay-in-place Double Wear range as well its mascara, lipglosses and lipstick collections.  Customer’s can build a wardrobe of scents to express their mood with Estée Lauder’s most well-known fragrance collections, including Pleasures, Beautiful and most recently Sensuous, which are featured in the fragrance category.

The “What’s New” section provides the customer with information on all the latest products that Estée Lauder has launched in the region.  For any products of interest customers can click on the Store Locator to find out where they would be available in their country.

Soy Mamelle|

KIAN Brand Agency of Moscow undertook an interesting project. The project – a packaging concept for Soy Milk was aimed at informing regular milk consumers that milk obtained from natural plants is as good as cow’s milk using design elements that resemble a cow.

AIDS Awareness| Calendar

Make everyday an awareness day.

Creative Director: Naveen Verma

Art Director: Rono

Copywriter: Sunil S