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Flamingo Singapore - Crossover & The Rise of the Urban Majority
- 1. CROSSOVER: URBAN MIGRATION & CREATIVITY ADRI REKSODIPOETRO CO-MD OCTOBER, 2014.
- 2. BY 2050, 66% OF MANKIND WILL BE URBAN, UP FROM 54% TODAY.
- 3. THE PACE AT WHICH RURAL TO URBAN CROSSOVER CURRENTLY HAPPENING IS THE HIGHEST IT HAS EVER BEEN.
- 4. 1.4 MN PEOPLE CROSSOVER INTO URBAN LIFE EVERY WEEK GLOBALLY.
- 5. SINCE 2010, ASIA HAS URBANIZED FASTER THAN ANY OTHER REGION BY 48%
- 6. CHINA PASSED 50% URBAN IN DECEMBER 2011.
- 7. CHINA PASSED 50% URBAN IN DECEMBER 2011. BY 2040, 2/3 OF INDIA’S POPULATION WILL BE URBAN – OVERTAKING CHINA.
- 8. CHINA PASSED 50% URBAN IN DECEMBER 2011. BY 2040, 2/3 OF INDIA’S POPULATION WILL BE URBAN – OVERTAKING CHINA. JAKARTA IS ALREADY THE MOST POPULOUS CITY IN SEA.
- 9. POPULARIZED BY FOLKLORE & MAINSTREAM MOVIES, LEGIONS OF RURAL PEOPLE ARE CROSSING OVER TO URBAN CENTERS IN HOPES FOR A BETTER FUTURE.
- 10. HISTORY’S LARGEST MIGRATION IS CREATING NEW URBAN SPACES THAT ARE THIS CENTURY’S FOCAL POINTS OF CHANGE — TRANSITIONAL ENCLAVES CALLED ARRIVAL CITIES.
- 11. MEET TARIQ. AGE: 25 DREAMS TO BE A MOVIE STAR.
- 12. MEET BANI, INAH & THEIR SONS. AGE: 33 & 29 DREAMS THAT THEIR KIDS WILL HAVE ‘WHITE COLLAR JOBS’
- 13. MEET THU-LIN. AGE: 27 DREAMS OF A MODERN HOME WITH NEW APPLIANCES.
- 14. ALL CITIZENS OF ARRIVAL CITIES HAVE ONE THING IN COMMON – THE DESIRE TO MOVE UP IN LIFE & BE A PART OF THE URBAN ELITE.
- 15. THE TENSION: A DESIRE TO HAVE AN URBAN LIFESTYLE, BUT NEITHER THE MONEY OR THE MEANS TO DO THIS
- 16. THIS HAS GIVEN RISE TO A NEW FORM OF CREATIVITY…
- 17. "JUGAAD" IS A HINDI TERM REFERRING TO THE INGENUITY OF CITIZENS LIVING IN RESOURCE-CONSTRAINED ENVIRONMENTS.
- 18. “NECESSITY IS THE MOTHER OF INVENTION, IT IS TRUE, BUT ITS FATHER IS CREATIVITY.”
- 19. MEET JUGAAD INVENTOR, MANSUKH PRAJAPATI. USING THE COOLING EFFECTS OF CLAY, INVENTED A BIODEGRADABLE, AFFORDABLE REFRIGERATOR, MITTICOOL.
- 20. MEET JUGAAD INVENTOR, ARNAUD GAILLEURD ‘SCHOOL IN A BOX’ IS A TECHNOLOGY WHICH ALLOWS SOLAR PANELS TO CHARGE AND PROJECT SCREENS FOR EDUCATIONAL PURPOSES.
- 21. MEET JUGAAD COMPANY, HAIER REALIZING THAT PEOPLE IN CHINA WERE USING THE WASHING MACHINE TO WASH VEGETABLES, HAIER INVENTED A WASHING MACHINE ABLE TO WASH VEGETABLES & CLOTHES.
- 23. IT’S ABOUT CREATING YOUR OWN OPTIONS.
- 24. JUGAAD + AIRBNB CROSSING OVER FROM OPAQUE HOTELS TO GIVING CONSUMERS AND ALTERNATE OPEN EXCHANGE.
- 25. JUGAAD + FEASTLY CROSSING OVER FROM RESTAURANTS TO UNIQUE MEALS AT HOMES OUTSIDE THE TRADITIONAL ESTABLISHMENTS.
- 26. JUGAAD + ABSOLUT VODKA INDIA CROSSING OVER ESTABLISHED CREATIVE AGENCIES – CONNECTING WITH CONSUMERS TO INSPIRE & IGNITE CREATIVITY.
- 27. WITH THE IMPETUS ON SIMPLICITY & TRANSPARENCY IN DESIGN HOW CAN YOU CROSSOVER JUGAAD INTO YOUR LIFE?
- 29. 29 ADRIANTO REKSODIPOETRO MANAGING DIRECTOR, FLAMINGO SINGAPORE Adri is Indonesian-French and has lived and worked in Jakarta, Paris and Sydney before joining Flamingo in Singapore. He is passionate about uncovering opportunities from cultural truths, and has lead strategic brand and communications work for companies like Unilever, Danone, Pfizer, and Mercedes. Explored masculine ideals in SE Asia to help Axe understand how they brand could really give guys the edge to get the girls in this cultural context, and in doing so making the brand proposition more relevant Brought to life ideas of strength and care in the Chinese context through rich popular culture references for the global Dove Men + Care team. This will form the basis of the brand’s strategy for its upcoming launch in China Helped Sunsilk understand the meaning and manifestations of ‘natural care’ in Indonesia, which then lead to the development of a new natural line of shampoos and post-wash Lead a major innovation project For Danone in SE Asia to innovate outside of their category of expertise and develop product ideas that both mums AND kids will love
Editor's Notes
- A historic milestone, start of a big change in… But also changing habits, consumption behavior (start adopting new product types for the first time) Arrival cities - a place of amazing creativity? Product development? Having access to the 'tools' of an urban lifestyle with limited resources. How do people work around stuff? A big challenge for our FMCG clients – need to think about manufacturing their products much more cheaply while maintaining quality What creatives can do On the delivery: Human stories. Maybe we can take a few examples from 'Arrival City' (plenty there) and just bring it to life. I'll also try to think of stories of people around me, maybe my parent's helper Let's have lots of big interesting (and maybe surprising) facts on the topic Pop culture references Can we do anything other than the powerpoint? Can you check how much it would cost to reprint some copies of the urban migration FYIs?
- Asian cities are growing rapidly. Another 1.1 billion people will live in the region’s cities in the next 20 years. By 2030, more than 55% of the population of Asia will be urban. In many places, cities will merge together to create urban settlements on a scale never seen before. These new configurations will take the form of mega-regions, urban corridors and city-regions. For example, The city region of Bangkok in Thailand will expand another 200 kilometers from its current centre by 2020.
- The story of "moving to the big city" or becoming a city-dweller has always been a huge aspiration.
- A third of humanity is on the move. History’s largest migration is creating new urban spaces that are this century’s focal points of conflict and change — unseen districts of rapid transformation and febrile activity that will reshape our cities and reconfigure our economies. Let’s meet some of the citizens of these arrival cities and learn more about them….
- Tariq moved from a small village near Dhaka search for a better lifestyle. His life in the village was not hard – his parents owned a working farm but he dreamt of a life of glamour and stardom and moved to Dhaka. His dream in life is to be a Bengali movie star but for now, he is happy that his job as a tailor in the garment industry is enough to feed him, shelter him and send some money back home. On his days off, he goes to the local movie studio where he works as a tea boy for the crew on the movie set. He doesn’t get paid for this job and it required a lot of negotiating and cunning to get the job, but Tariq is happy that he gets to rub shoulders with such glamorous people. They like him on set and his prized possession are the sunglasses one of the actors gave him. He believes that it will bring him luck in life.
- Bani and Inah live in the sprawling neighbourhood of Warung Buncit in south Jakarta. Bani works as a driver and Inah is a housewife. They moved to this house a year ago, and are still doing it up - something Bani says he only gets time for on Sundays. Bani has to work long hours, because he says it is getting harder to make ends meet. With Bani’s first pay check, they decided to invest in a fancy new television so that their children could keep up to date with everything that is happening in the world. Both parents aspire for their children to get the best education in the hopes that they will get white collar jobs and live better, wealthier lives in Jakarta. The President of Indonesia, Joko Widodo is seen as a success story for many Indonesians – born and raised in a slum, he has persevered and become the president.
- Thu-lin Ng lives in an arrival city next to a railway track in HCM City. She moved here with her younger brother who is unable to work due to medical conditions. She also has a young son who will soon need to start school. She works as a domestic helper in the nicer part of town to 2 wealthy families. At one house, they have promised to help her get her son into a good “english speaking” school and Thu-lin is very careful that she doesn’t anger the Madam of the house so they don’t help her son. “They are both nice employeers,” she says. “They usually give me their old electronics and furniture and so I have some nice things in my house. I am the first here to have a motorcycle.” She likes the fact that she is the only person she has new motorcycle– she feels like she is closer to the urban life she craves and has the ability to travel freely.
- Many other cultures have a word for this kind of approach to life: In Brazil they say jeitinho (capturing the sense of ‘finding a way’), and in China they talk about zizhu chuangxin (clumsily translated as ‘indigenous innovation’). But jugaad captures best both the creativity and the resourcefulness of the thought.
- Mansukh Prajapati who actually lives in the deserts of India. He’s in a scenario where not only did they not have access to electricity, but even if they did, most of the villagers would not be able to afford it. He wanted to understand how to drive a fundamental innovation [to] create a refrigerator that doesn’t use electricity, which would be a huge lifestyle shift for the people in his community. He turned to the natural cooling effects of clay to create a totally off-the-grid, green, biodegradable refrigerator called Mitticool that can store fruits and vegetables for up to five days and dairy products for up to two days. What’s most remarkable about this is he used a millennial-old material to create this refrigerator that has two compartments — one that has water in the top that flows down the walls on the sides and cools a lower chamber through evaporation. The tremendous flexibility — and understanding that this material that’s been present for so long can be used in such a unique way — [drove] this very fundamental innovation.
- SPONSORED BY APPLE, SCHOOL IN A BOX PROVIDES ARRIVAL CITY SCHOOLS WITH FREE IPADS WHICH THEY CAN CHARGE USING THIS TECHNOLOGY WHICH REQUIRES NO ELECTRICITY.
- CHINESE APPLIANCE COMPANY MADE HUGE INROADS IN RURAL CHINA WHEN INSTEAD OF EDUCATING LOCALS ON HOW TO “PROPERLY” USE A WASHING, THEY ADAPTED THEIR MACHINES TO WASH BOTH VEGETABLES AND CLOTHES.
- JUGAAD NOW EXPLORES HOW THE ENERGY OF CITIZENS “MAKING-DO” IS TRANSLATED BY ARCHITECTS, URBAN PLANNERS, AND GOVERNMENTAL AND NONGOVERNMENTAL ENTITIES INTO EFFICIENT AND INVENTIVE STRATEGIES FOR SUSTAINABLE URBAN GROWTH.
- So what does this mean for you? WHY BOTHER OVER-ENGINEERING A PRODUCT WHEN YOU CAN SIMPLIFY IT AND MAKE LIFE EASIER FOR THE CUSTOMER? WITH THAT BEING THE IMPETUS FOR DRIVING SIMPLICITY, YOU SEE COMPANIES INCORPORATING SIMPLICITY AS A KEY TENET OF THEIR DESIGN PHILOSOPHY. IT’S THE ONLY WAY OF THE FUTURE AND IT’S THE ONLY WAY TO SURVIVE IN THIS CREATIVE, TRANSPARENT DECADE.