desicreative.com

The world over, November 20 is celebrated as Universal Children's Day to respect the human rights of children around the globe.

In the UAE, and particularly Dubai, one of the major problems faced by young toddlers is the lack of time their parents (both of whom are usually working) can give to them. The problem is compounded by the lack of a support system like grandparents, uncles, aunts, etcetera.

The easiest way to get young children out of the way is to keep them at day care or in creches, meaning the little ones are usually 'locked' in prams and are dissociated emotionally from their parents. This, in the long run, acts as a deterrent to their growth.

To highlight this problem, Vijay VC, Art Director in Gmasco, Dubai has come up with this piece of communication to be released in the press tomorrow.

Art: Vijay VC
Copy: Shantesh Row
CD: Kumar Ganesan
Agency: Gmasco, Dubai

don't like the photo and art direction, idea is so so...

Tarun, your opinion sar aankhon par. Karma karo, phal ki chinta mat karo.

Tarun, your opinion sar aankhon par. Karma karo, phal ki chinta mat karo.

i like it, specially after reading the background behind this campaign. good job shanty.

King Khan, muchos gracias. I'd like to say good job done by my art director, Vijay

King Khan, muchos gracias. I'd like to say good job done by my art director, Vijay

not bad, amazed at the quantity of work you guys do, how do u publish these, approach the newspapers and they publish them?

shanty, how's the TV there? what about restrictions, can you show girls in bikinis?

Hey Dp. Tks. Usually if it's a social ad, and we feel strongly about it, then we do approach a newspaper who might be gracious enough to put it in the interest of the public. Otherwise, we get a client to sign it off.

TV is a small but growing segment in the UAE. In fact, after 2 years, I'm finally getting my first 2 films done here next month. Girls in bikinis? I guess most clients will not want this to happen, although Dubai is far more liberal than some other places in the Middle East.

Cheerios

It is what Neil French told us in a conference: "That's a good idea! Let's go for coffee."

Very often, we come up with something, are impressed ourselves and leave it there complacently.

You should have pushed it.

Thanks A Singh. Must say we could have pushed it. But we did it on the 16th with an eye to release it on the 20th, so time was limited.
Guess it was more, "That's a good coffee. Let's go for the idea!"
Cheers Shanty

Like the disruption. The model, though could have been more expressive.

Dear B-U-S, thanks. Let's put it this way. We had the idea and 1 day to crack it. So, we had to take a favour from a photographer to shoot this for gratis. And we grabbed a colleague's daughter as model. So there.