CROSSOVER:

URBAN MIGRATION & CREATIVITY

ADRI REKSODIPOETRO

CO-MD

OCTOBER, 2014.

BY 2050, 66% OF MANKIND WILL BE URBAN, UP FROM 54% TODAY.

THE PACE AT WHICH RURAL TO URBAN CROSSOVER CURRENTLY

HAPPENING IS THE HIGHEST IT HAS EVER BEEN.

1.4 MN PEOPLE CROSSOVER INTO URBAN LIFE EVERY WEEK GLOBALLY.

SINCE 2010, ASIA HAS URBANIZED FASTER THAN ANY OTHER REGION BY 48%

CHINA PASSED 50% URBAN IN DECEMBER 2011.

CHINA PASSED 50% URBAN IN DECEMBER 2011.

BY 2040, 2/3 OF INDIA’S POPULATION WILL BE

URBAN – OVERTAKING CHINA.

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.

POPULARIZED BY FOLKLORE & MAINSTREAM MOVIES,

LEGIONS OF RURAL PEOPLE ARE CROSSING OVER TO URBAN CENTERS

IN HOPES FOR A BETTER FUTURE.

HISTORY’S LARGEST MIGRATION IS CREATING NEW URBAN SPACES THAT

ARE THIS CENTURY’S FOCAL POINTS OF CHANGE — TRANSITIONAL

ENCLAVES CALLED ARRIVAL CITIES.

MEET TARIQ.

AGE: 25

DREAMS TO BE A MOVIE STAR.

MEET BANI, INAH &

THEIR SONS.

AGE: 33 & 29

DREAMS THAT THEIR KIDS WILL HAVE

‘WHITE COLLAR JOBS’

MEET THU-LIN.

AGE: 27

DREAMS OF A MODERN HOME WITH NEW

APPLIANCES.

ALL CITIZENS OF ARRIVAL CITIES HAVE ONE THING IN COMMON –

THE DESIRE TO MOVE UP IN LIFE & BE A PART OF THE URBAN ELITE.

THE TENSION: A DESIRE TO HAVE AN URBAN LIFESTYLE, BUT NEITHER THE

MONEY OR THE MEANS TO DO THIS

THIS HAS GIVEN RISE TO A NEW FORM OF CREATIVITY…

"JUGAAD" IS A HINDI TERM REFERRING TO THE INGENUITY OF CITIZENS

LIVING IN RESOURCE-CONSTRAINED ENVIRONMENTS.

“NECESSITY IS THE MOTHER OF INVENTION, IT IS TRUE,

BUT ITS FATHER IS CREATIVITY.”

MEET JUGAAD INVENTOR, MANSUKH PRAJAPATI.

USING THE COOLING EFFECTS OF CLAY,

INVENTED A BIODEGRADABLE,

AFFORDABLE REFRIGERATOR, MITTICOOL.

MEET JUGAAD INVENTOR, ARNAUD GAILLEURD

‘SCHOOL IN A BOX’ IS A TECHNOLOGY WHICH

ALLOWS SOLAR PANELS TO CHARGE AND

PROJECT SCREENS FOR EDUCATIONAL PURPOSES.

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.

IT’S ABOUT CREATING YOUR OWN OPTIONS.

JUGAAD + AIRBNB

CROSSING OVER FROM OPAQUE HOTELS TO GIVING CONSUMERS

AND ALTERNATE OPEN EXCHANGE.

JUGAAD + FEASTLY

CROSSING OVER FROM RESTAURANTS TO UNIQUE MEALS AT HOMES

OUTSIDE THE TRADITIONAL ESTABLISHMENTS.

JUGAAD + ABSOLUT VODKA INDIA

CROSSING OVER ESTABLISHED CREATIVE AGENCIES – CONNECTING

WITH CONSUMERS TO INSPIRE & IGNITE CREATIVITY.

WITH THE IMPETUS ON SIMPLICITY & TRANSPARENCY IN DESIGN

HOW CAN YOU CROSSOVER JUGAAD INTO YOUR LIFE?

THANK YOU!

adri.reksodipoetro@flamingogroup.

com

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ADRIANTO REKSODIPOETROMANAGING 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