Since 1888, the National Geographic Society has explored the scientific and natural wonders of the planet in magazines and books that are now published in 39 languages. The yellow border that frames its magazine covers has been adopted as its official logo, but most readers have a clear impression of the kinds of photographs and images that they associate with the National Geographic brand. This print ad campaign for National Geographic Arabia certainly fits that model. Conceived by Classic Partnership Advertising Dubai with creative direction by Satyen Adhikari. the ads depict exotic far-off places on the planet to excite the viewer’s wanderlust. A closer look, however, reveals that the images are localized to appeal to consumers on the Arabian Peninsula. The creatures, people and landmarks shown don’t include anything from the United Arab Emirates that I can tell. There are polar bears, a gorilla, buffalo and dolphin, an Eskimo, American Indian, Spanish flamenco dancer and astronaut, and there’s the Hollywood sign, Easter Island statues, Taj Mahal and Leaning Tower of Pisa, but nothing that seems iconographic of the Arabian Peninsula. That makes sense since the local sights are not particularly mysterious if you happen to live there. The tagline, too, is quaintly translated as “Stay Curious Always.” Interesting how the ads for National Geographic Arabia are consistent with the global brand, but tailored for a specific market.
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Some of you know that seven years ago I wrote a book called “The Art of Gaman: Arts and Crafts from the Japanese American Internment Camps, 1942-1946,” published by Ten Speed Press/Random House. As usual, it was designed by Kit Hinrichs (Kit’s origami flag assemblage below) and photographed by Terry Heffernan. After more than 30 years as a corporate writer, I suddenly found myself propelled in another direction and immersed in a subject that I largely avoided my entire life. Although I had no thought that it would make a good art exhibition, I began receiving requests from museums across the U.S. and the array of objects made from scrap and found materials by people imprisoned in the camps were exhibited in some of the nation’s most prestigious institutions, including the Smithsonian American Art Museum’s Renwick Gallery in Washington D.C. and the International Folk Art Museum of Santa Fe. Today it opens at the University Art Museum (Geidai) in Tokyo to kick off a one-year tour of Japanese cities. If you are in Japan, I hope you’ll take the time to see it. I’ll be back in my San Francisco office next week with more new posts. — Delphine
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Editor’s Note: This snippet is from “The Creative Professional’s Guide to Money: How to think about it. How to talk about it. How to manage it.” By Illise Benun, founder of Marketing-Mentor.com. Published by HOW Books, 2011. It’s a book we highly recommend because it is filled with practical, knowledgeable advice, and encourages designers to respect what they have to offer and to find clients who feel the same. From time to time, Ilise has said we can reprint sections.