22.5.11
45°C — Modern Slaves of Dubai
«Higher, greater, more luxurious. If it was after Sheik Muhammad bin Rashid al Maktoum — and it is — Dubai will become the world metropolis of architectural wonders and records. This is only possible to achieve with the sweat of a gigantic labour army from abroad. Hundredthousands of these foreign workers labour on the constructionsites for very low vages, live pent-up in tiny barracks and seperate from their families for many years.»
This is a photographic documentary, made by photographer Florian Büttner, is about the everyday-life of the men with the unity-coloured overalls. The men outside the lap of luxury, who exist in the shadows of the skyscrapers.
«They have been the cheapest on the market and the ones most driven to abandon their rights to make a living. Circumstances made them to what they are in my eyes. Modern slaves. Not taken by force like in the old days, but forced by their lives in the arms of the highest bidder for human resources. From roughly 1 million people living in Dubai, around 800.000 are or were foreign workers. This is a new dimension in the history of foreign labours and shows one aspect of globalisation.»
Click images to view in full size!
The workers are waiting for the bus to bring them back to the camp after a hard day of work in the heat of Dubai.
This man waters the imported palm trees in front of Burj Dubai construction site. Every day, all year long.
Sheik Zayed Road, the main traffic vein through new Dubai, is beeing expandet to 10 lanes.
Habil comes from Pakistan, he doesnt know yet how long he will stay. He dreams of buying a house and a car, once he gets back home.
There is not much space for individuality.
The nearly finished Palm Jumeirah in 2007.
Where there is over 50.000 Dollar-millionaires among 200.000 locals, the average income of a construction worker is 180 Dollars a month.
Which they built for years, will be closed for them as soon as the workers are done.
The Burj Dubai in 2007. 3 Years later, it becomes the highest building in the World, with over 800 Meters.
On they day off, thousands of workers stream towards the Dubai Creek and to the Old Dubai to shop, call home and transfer money.
The rising of Dubai Downtown in 2007.
The bus that brings the men back to their camp. Outside of Dubai at the edge of the Desert.
Dubai is dominated by red and white.
If one building is done, the next one is allready started.
Most of the men I talked to feel alien in this city. They call Dubai the city without soul.
Advertising worlds at Downtown. The rulers know how to stage themselves.
End of workday at Dubai Marina.
G.S. Rajans thoughts are often back home. In the last 12 years he only got to see his family 5 times. Though their exinstance depends on Rajans work.
The bus that was ment to pick them up an hour ago is stuck in traffic, like every day.
Burj Dubai at night, driving on Sheik Zayed Road.
These Pakistani men sit down for a dinner after a day on construction site. They share one small apartment with 12 people.
The city is covered in big advertising banners, which look like pure ironie next to the workers lifes.
Assaia comes from Afghanistan and works as a mechanic in a truck repair-shop. The Container in the background is his home he shares with 6 men.
The sight of Dubais skyline from the Emirates Highway.
21.5.11
Twelve Ways to Create Barriers to Competitors
The only real way to grow sales and profits is to create innovative offerings with some "must haves" that define new categories or subcategories for which competitors are not relevant. The goal is not only to find and successfully introduce such offerings but to create barriers that inhibit or prevent competitors from entering and becoming serious customer options.
The firms that have enjoyed years or even decades of life with no or weak competitors have created such barriers. Here are some twelve routes to real barriers the last six of which involve the brand. I would be interested in examples of others.
David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding.
- Proprietary technology. Diamond's (formerly P&G's) Pringles, Prius' Hybrid Synergy Drive, and Dreyer's Slow Churned Ice Cream all have technologies not easily copied.
- Ongoing innovation. Becoming a moving target as Apple did by following the iPod with products like the nano, shuffle, and iTouch, and Gillette did with razors from the Trac II to the Fusion ProGlide. Chrysler went for 18 years without a serious competitor in the minivan category it created in part with innovations like sliding driver side doors, swivel seats and removable back seats.
- Scale. IKEA, Starbucks, eBay, and Apple's iPod all have scale economies often based on first moverstatus that provide ongoing competitive advantages.
- Investment. A high investment protected brands like CNN, ESPN, and Kirin's Ichiban for many years.
- Execution. Zappos.com with its Wow! experience, its culture celebrating weirdness, and its 24/7 call center that will even find an open pizza shop presents a high bar.
- Brand networks. Supporting networks such as the Apple App suppliers and the Pampers' links to organizations involved in raising babies and keeping them healthy can be hard to duplicate.
- Customer involvement. Some brands can organize a community around the brand as Harley-Davidson has done with their Trip Planner and General Mills has done with the Betty Crocker Kitchen. Others can associate with a common interest such breast cancer research (Avon), creativity (Sharpie), or outdoor hiking (Columbia).
- Self-expressive benefits. Functional benefits are often quickly copied; it is much harder to copy self-expressive benefit such as those offered by Prius. A driver of a Focus may or may not be driving ahybrid but there is no such doubt about a Prius driver
- Brand equity. Muji, Zipcar, PowerBar, and Enterprise Rent-A-Car all have strong brands with visibility, associations, and a sense of authenticity.
- Brand loyalty. If a brand can capture the customers most likely to value the "must haves" and can keep them involved and happy, competitors will be faced with less appealing segments on which to build a business.
- Branded differentiators. A branded feature, service, program, or ingredient that will define a "must have" such as the EarthGrains Eco-Grain, Aquos' quad pixel, Weston's Heavenly Bed, Oral B's Action Cup, or Amazon's OneClick can be owned by the firm.
- Exemplar status. If the brand represents the category such as Fiber One, iPhone, Whole Foods Market, Geek Squad, or Jeep then other brands will have a difficult time getting considered.
David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding.
16.5.11
30 Brilliant Logos With Hidden Messages
15.5.11
Konad Cosmetics Flobu Waterproof: We broke up, I’m pregnant, He’s married
Advertising Agency: Grey, Buenos Aires, Argentina
Executive Creative Directors: Pablo Gil, Sebastian Garin
Creative Directors: Daniel Fierro, Gonzalo Ricca
Copywriters: Hernan Kritzer, Rodrigo Greco
Art Directors: Lisandro Cardozo, Tomas Duhalde
Agency Producer: Sergio Bonavia
Retoucher: Juan Carlos Erasmo
9.5.11
"The garbage thrown on the sea returns someday. For everybody."
Script has created an action for Surfrider Foundation Brasil, called "Return". The action has as purpose to raise awareness and alert people about the consequences of the garbage left on Rio's beaches.
From a mailing list of surf shops and accredited NGOs, 10,000 boxes containing objects thrown on the sand were sent to people's houses.
Besides plastic cups, ice-cream packages, cans and water bottles, each box also contained a label with the following message:
"The garbage thrown on the sea returns someday. For everybody." -- leaving it clear that, even who never threw garbage on the beach, one day, may suffer the consequences of such act.
The action was also performed in bars in the city of Rio de Janeiro.
Technical profile:
Agency: Script
Creative Director: Ricardo Real e Marcello Mendes
Copywriter: Felipe Machado
Art Directors: Thiago Manhães & João Paulo Medeiros
Production Company: TCO Filmes
Executive Production: JP Braga
Director: JP Braga
DP: Nando Azevedo & Fernando Fernandez
Edit: JP Braga
Color Grading: Nando Azevedo
Soundtrack: Buena Musica (Daniel Medeiros, Leo Cruz, Marcelo Frota)
Playboy Interview Garage Tour
Advertising Agency: Grey, Buenos Aires, Argentina
Executive Creative Directors: Pablo Gil, Sebastian Garin
Creative Directors: Daniel Fierro, Gonzalo Ricca
Copywriter: Hernan Kritzer, Rodrigo Greco
Art Director: Lisandro Cardozo, Tomas Duhalde
Btl Creative Director: Esteban Lorenzut
Production Company: Rebolucion
Director: Nicolas Nubile
Producer: Jorge Larrain
Agency Producer: Topo Barrios, Sergio Bonavia
Web Designer: Martin Bekerman
Copywriter: Hernan Kritzer, Rodrigo Greco
Art Director: Lisandro Cardozo, Tomas Duhalde
Btl Creative Director: Esteban Lorenzut
Production Company: Rebolucion
Director: Nicolas Nubile
Producer: Jorge Larrain
Agency Producer: Topo Barrios, Sergio Bonavia
Web Designer: Martin Bekerman
8.5.11
Celebrate Mother's Day
British retailer Debenhams this year ran a Mother’s Day promotion, calling on viewers to make their mums feel special on Mother’s Day, celebrated on April 3 in the UK. A television commercial presents children and adults calling out to their mothers in their time of need. The ad finishes with the line, “Make whats-her-name feel special this Mother’s Day”, and takes viewers to a Feel Special microsite where they can send the film as a personalised movie e-card. Debenhams donated 5% of the price of online orders to the charity Breast Cancer Campaign when purchases were placed via the e-card page.
Click on the image below to play the Mothers Day video in YouTube (HD)
Credits
The Debenhams Mothers Day campaign was developed at JWT, London, by executive creative director Russell Ramsey, creative director Nicholla Longley, art director Simon Horton, copywriter Hannah Ford, agency producer Roy Swansborough, account director Alex Clarke. Media was handled at Carat.Filming was shot by director Joanna Bailey via The Bare Film Company. Editors were Melanie Oliver and Colin Hannan. Sound was designed by James Forbear.
7.5.11
China bans ad words
Advertising in China? Beware a new mandate that bans headlines which include "supreme", "royal", "luxury", "high class" and other copy "promoting hedonistic lifestyle." An official interviewed by China Daily said the legislation was enacted because many advertisers use words to make their products sound better than they are. But even if products live up to the promise, banned words can't be used in promotions. Why? Because doing so upsets low-income residents who can't afford the products. Offenders risk fines up to $4500.
Hoping bureaucrats in Washington pick up on the trend and impose fines for "Revolutionary" and "100% Free."
Hoping bureaucrats in Washington pick up on the trend and impose fines for "Revolutionary" and "100% Free."
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