Words by Jamie Tolentino-Deludet
With globalization, the biggest cities aren’t the ones coming up with new ideas and telling people what’s cool anymore. There is a new wave of creativity that’s coming out of emerging markets — those entrenched in their local cultures and communities, and with their finger on the pulse of what people want.
Gordon Young, Co-founder of The Drum interviews a few guests on their work and how it ties into their local culture.
David Guerrero, Creative Chairman of BBDO Guerrero says that “Technology has liberated access to the world. Philippines has one of the largest call centers in the world. Now the country is beginning to have a voice.”
His work for SPAM recipeoke taps into the huge musical culture because almost everyone can sing. He explains that since Spam is a premium product in the Philippines, he needed to merge the multi-national brand with the Filipino culture.
Silla Levin, Art Director and CEO of Forsman & Bodenfors in Sweden shares that “Globalization is affecting us and it can be a threat to the nice and rich flavors that you can find from around the world.”
Her work for Volvo in the form of Project Eva initiative reflects Swedish society because they believe in a “flat” political form, non-hierarchical and democratic. Closing the gender crash gap just seemed natural for her.
Andrea Siqueira, ECD at BETC Sao Paulo says that “We live in a very big melting pot.”
Her work for eQlibri, called “sorority packs” overhauled its packaging to portray women of all shapes and colors to make Brazilian women, who are not proud of their bodies, change their opinion about themselves.
In conclusion, the intersection between the brand and the culture brings uniqueness.
