Creating connections with our native roots
The ability of less developed communities to create possibilities for themselves and increase their contribution to the world lies in their hands, their creative cultural expression, and their ability to create connections and creative relationships for themselves. What they have to work with, what they have to contribute, and what we could do to create connections and creative relationships with one another and for one another.
The Native Roots marketplace creates a place for our communities of indigenous people to contribute to our creative experience, and our creative possibilities, and our creative and cultural evolution as a community.
The Brand Aid Project – Source story
It’s not always about the pursuit of profit. Sometimes, it’s about giving hope to an individual or community by providing expertise that enables them to succeed.
This was the underlying message of Tony Pigott’s presentation at FFWD Advertising and Marketing Week 2013. Tony is the global CEO of JWT Ethos and Co-Founder of a Canadian social enterprise called BRANDAID Project. The mandate is to provide brand and marketing support, as well as collaboration and distribution opportunities, for exceptional product lines by artisan microenterprises in developing economies.
BRANDAID Project partners with a number of creative agencies such as Ogilvy & Mather Toronto, JWT Toronto, JWT Montreal, Taxi, DDBO, TBWA, Tunji Design as well as several others to provide expertise in the areas of brand and marketing material development. Furthermore, the project facilitates co-creation partnerships with craftsmen and established designers, such as fashion designer Diane Von Furstenberg, to created commercially viable, and highly marketable, collections. Finally, it develops sustainable retail distribution channels that command fair market value in world economies, which ensures that artists receive equitable compensation for their work.
“Poverty needs marketing” Pigott advocated. “There is an enormous untapped source of talent” he continued. The challenge is that these artisans have no means to get their goods to the larger global market. What’s more, when they do manage to sell their goods to a global distributor, they typically earn three cents on the dollar for their wares. Instead, BRANDAID Project has enabled product lines to be featured at upscale retailers such as Selfridges in London, England and Macy’s in the United States.
The enterprise has been developing its program in areas of the world such as Laos, South Mexico and North Africa and, since the crisis, has had a particular focus on Haiti. Pigott described to his audience of agency and marketing professionals the work that the enterprise has been involved in with one brand that operates outside of Port-au-Prince, Haiti called Croix des Bouquets. Inspired by African mysteries and ancestral slavery, metalwork artists sculpt beautiful, ornate sacred scenarios of Vodu from recycled oil drums. Wages earned by the artists in turn benefit the community. Individual families are elevating from poverty and are able to afford the basic necessities of life such as education and healthcare.
BRANDAID Project is enabling new micro brands through micro marketing. “Handmade artisans are a large part of the developing world” Pigott informed his listeners. He concluded with an inspiring message. “It is possible to have both quality and equality.”
Marketing for the developing world
Brandaid provides brand and marketing support to individuals, enterprises, and communities of artisans in developing economies who are producing exceptional creative products to improve their ability to succeed and their ability to contribute to the economic and social welfare of their communities.
Our enterprise is to invest in facilitating creative partnerships between craftsmen and established fashion designers to create commercially viable and highly marketable collections of creative products and in developing sustainable retail distribution channels that command fair market value in world economies to ensure artists receive fair compensation for their work.
There is an enormous untapped resource of creative talent in our world in artisans in cultures and places of the world where the artists and artisans have no means to get their goods to the world market. And when they do manage to sell their goods to a distributor, they typically earn three cents on the dollar for their wares. The Brandaid project has enabled the work of artists and artisans in our creative world to be featured by upscale retailers such as Selfridges in London, England and Macy’s in the United States.
Brandaid has been developing programs in Laos, South Mexico, North Africa and Haiti where marketing professionals are working with groups of local artisans to create a brand which defines the unique cultural and creative expressions of the community. For example, Brandaid marketing professionals are working with a brand created to carry the story of a community of metalwork artists who operate just outside Port-au-Prince. The brand is called Croix des Bouquets. The metalwork artists in this community, who are inspired by African mysteries and ancestral slavery, sculpt beautiful, ornate sacred scenarios of Vodu from recycled oil drums. The wages earned by the artists who contribute to creating the brand elevate individual families from poverty to being able to afford the basic necessities of life such as education and healthcare and in turn benefit the community.
The economy of the developing world is largely in the hands of handmade artisans who are producing quality products from their cultural and creative traditions and heritage. Brandaid contributes to creating a world in which we can have both quality in the contribution and equality in the appreciation. Brandaid is the first aid for creating a new world for the developing world and for our developing world.
Brandaid is a community of creative contributors, contributing brand and marketing development expertise, contributing to creating connections with the creative and cultural expression and contributions of our developing world, and contributing to creating possibilities for everyone contributing to creating our world.
Brand Aid Conversation
Telling people who we are and what we do and how we are contributing to the lives of others is the first step in creating a brand, – who are we and why are we and what are we doing and who we are imagining we could be and how do we imagine increasing our contribution and who are we contributing to?
First aid for enterprising communities contributing to our creative experience, to our creative appreciation of our world, and to our creative possibilities.
Telling stories to connect enterprising creative communities in our evolving world
Raising the profile of our creative contributors and our creative communities for our creative world
We are inviting creative communities to tell stories about the creative expression and contributions of community artists and artisans with connections to the roots of our native cultures and our cultural heritage and to our creative experience of life.
What are our creative interests?
Ogilvy & Mather Toronto – http://www.ogilvy.com/About/Our-History/Ogilvy_Mather.aspx
JWT Canada – http://www.jwtcanada.ca/
DDB Canada – http://www.ddbcanada.com/#/WhoWeAre
TBWA – http://tbwa-toronto.com/
Tunji Design – http://tunjidesign.com/about-us/
A creative community centre exploring our creative evolution from our native roots to increase our understanding and appreciation for the contributions of our native cultures and to excite our interest in improving the quality of life and the future for our native cultures so we can all improve our ability to create possibilities for our future.
Collaborating with more than 35 artisan groups in 15 countries who use handcrafted techniques with more than 5000 artisan workers and 20,000 family members.
West Elm Collaborations
Potter’s Workshop Collaboration
The Story behind the Potter’s Workshop
Potter’s Workshop Artists