I am sharing highlights of a book of very unique style, content and presentation, written by Kunal Sinha and David Mayo. I was very impressed by the content which takes one beyond the boundaries of conventional creativity to the streets of Asia. Having worked in advertising for over 40 years which included applying creative ideas from the real life, I applaud the spirit of the street highlighted in the book. I strongly believe that this spirit has become much more relevant today than we can imagine. Enjoy.

2. BRING CREATIVITY FROM
THE STREETS TO THE
BOARDROOM
The RAW mission

3. Unleashing the Power of
Ideas

4. Ideas that
are born out
of adversity

6. Being resourceful

8. A need for collective
expression

10. Often played out through religion

12. The power of
resourcefulness & collective
expression

13. Opening the door to rich
cultural sources

19. Brands riding on tradition

20. Expression takes various forms

21. Cosplay

22. Cosplay

23. Graffiti

24. Graffiti

26. Commentary

27. Commentary

28. Invitation

29. Channelize consumer creativity

30. We gave them design tools

31. Showcased the best designs

32. And took them to the streets

33. Forming & signaling identity

34. Forming & signaling identity

35. Forming & signaling identity

36. I’m like this only !
I don’t need a medal.

38. Opportunistic

39. Opportunistic

40. Opportunistic

41. Opportunistic

42. Opportunistic

45. Shop owners are standing out

46. Through
humor

47. … sex

48. … and design

49. Others are creating new business
models

50. Business in a box

51. Going where the customers are

52. Going where the customers are

53. Agencies as Curators
of Creativity

54. • The consumer is braver than we think
• The resource-poor are often the most
ideas-rich
• Marketing communications are no
longer one-way
• New platforms and showcases are
emerging every day
• Talent is becoming scarcer,
competition for talent greater

56. Get it while it’s
Raw, or go
hungry