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Life in the Fast Lane

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In a world driven by speed and distraction, Tyron Tellis, makes a compelling case for slowing down. Inspired by The Eagles’ ‘Life in the Fast Lane,’ he reflects on the emotional and physical toll of our fast-paced lifestyles. He shares practical steps to avoid burnout and rediscover joy.

The Eagles, one of the greatest bands in the history of great bands, had a hit in the 1970s with a song called ‘Life in the Fast Lane.’ It was about a couple who fall together and burn with passion, and due to their fast-paced life and lifestyle, they enjoy the highs.

Eager for action, hot for the game
The coming attraction, the drop of a name
They knew all the right people,
they took all the right pills
They threw outrageous parties,
they paid heavenly bills
There were lines on the mirror, lines
on her face
She pretended not to notice, she was caught up in the race
Out every evening, until it was light
He was too tired to make it,
She was too tired to fight about it

We, in the modern world, are seduced into believing that life needs to be quick and a blur. No time for care and rest. It seems like, as an adult, you have to firmly support the idea that an idle mind is the devil’s workshop and all engines need to be revved, 24/7. We are surrounded and surround ourselves with weapons of mass distraction under the allure of productivity. The question arises is this the best way to live? I firmly believe it is not. So, what’s the way forward or the way back from the edge of the abyss that awaits? The inevitable burnout, the emotional tornado and feeling low and depressed? How can we be more present and mindful?

You are Human

The first step for the return to ‘innocence’ is to understand and acknowledge our humanity and frailty. We are not machines; we are human beings who love to think of ourselves as superhuman or robots. But the fact of the matter we are an amalgamation of living systems in a living system, living in the system we call the Earth. To change our perspective, we have a dire need to reframe what we value and what we avoid. Getting in touch with our body and listening to it and what it requires. Other than the basic needs of food, shelter, and intimacy, is a very powerful starting point.

Slow and Steady

We have all heard the adage ‘slow and steady wins the race.’ Well, there is no race, in any case, its more reason to go slow and steady. From the time we are children, we are pushed and pushed into a race; I won’t say rat race because rats are smarter than that. We are compelled to run as fast as we can, often without knowing where or why. If you travel on the roads of Karachi, you can see that people in a hurry lead to more problems, obstacles, and blockages than if they were to proceed at a slower pace. Being more attuned with the world of nature and the Universe requires a reset or reframe. COVID presented an opportunity for that, one that scared us.

Swim Against the Stream

We live in an age of knowledge and empowerment, yet the whole of modern mankind has never been so mentally ill. The reason for this can be found mostly in the fact that we mistake our desire to fit in with our desire to belong. As I learn fascinatingly from Brene Brown, fitting in is changing yourself to be accepted. Whereas belonging is showing up as you are. Of course, this is harder than it sounds because we have been through a literal lifetime of having our spirits broken and beaten down so that we conform. The process starts at home but is carried on at school, college, work and societal level.

If you think about it at a basic level, humans are social and herd animals, we need community and acceptance to not only grow but to survive. Sadly, that’s what we do to get the approval and love we crave actually ends up killing our self-worth. That is the price we choose to pay and it can be disastrous with consequences. Instead, we need to be more like the salmon trying to reach its spawning ground. Swim against the stream, get back to our roots and heal our inner child and regain trust and belief in ourselves.

Life in The Fast Lane
Life in The Fast Lane

Find Our Own Road

Sticking with the highway analogy, we have been sold the belief that life is fast-paced and we have no choice but to drive on down the highway. Speaking of life, I remember a board game my friends and I played as teens. It was called the ‘Game of Life.’ You each had a car, you started off, you got married, found a job, and had children. You journeyed down the board game, and the person who reached the end first won.

We enjoyed playing the game, even though we were all young boys. But the point is that life is never linear or straightforward as that game. You can take detours, change direction and choose to go at your own pace. And also choose where you go and why. I’m sure that life is a sort of spiral, we spiral up or down. It’s in our power and ability to decide that for the majority of the time, how we react to the changes, and whether we resist or go with the flow

Get Uncomfortable

If I had a dollar every time I’ve heard someone talk about growth happening outside of your comfort zone, I would be pretty rich. The beauty of motivational or inspirational quotes is that they can be the perfect thing we need to hear in order to not take action. Yes, to not take action! We lull ourselves back into inertia, comforting our minds that we know what needs to be done. Then we conveniently do not do it. Mel Robbins in her amazing TED Talk. Spoke about ‘How to Stop Screwing Yourself’, talks about activation energy and how we need to get comfortable being uncomfortable.

One thing we need to really learn or unlearn is the labelling of emotions as good and bad, aside from the real and present danger of toxic positivity. The long lasting and devastating effects of repressing emotions, is something I’ve learnt and it’s recommended by psychologist Joan Rosenberg. We need to lean into uncomfortable and unpleasant emotions. Emotions like anger, sadness, shame, helplessness, vulnerability, embarrassment, disappointment, frustration, and the most difficult of all, grief.

Love Yourself Again

There is plenty of talk about learning to love yourself. But the reality is that we have been conditioned not to love and care for ourselves. Dr. Kristin Neff calls herself a self-compassion evangelist. She believes that we need to focus on self-compassion, which is made up of kindness, shared humanity and mindfulness. She learnt the hard way during a divorce and the challenges and joys of raising an autistic child. I think we actually do need to divorce and strip ourselves from what’s popular, but might not be helpful. Putting ourselves first is a much-needed and critical step. Let’s start today.

Is Everything Content?

“Content” has evolved from cat videos to chaotic health trends. From goat yoga to wellness drips, it unpacks the absurdity of overconsumption, influencer hype, and our quest for perfection. If you’ve ever doubted your guasha or wanted to quit Instagram, this one’s for you!

Once upon a time, content meant satisfied or something that is contained, but today it means any type of information or media that users share on social media platforms to inform or entertain.

The meaning of content has changed tremendously, and with the meaning changing, the type of information being released on the internet has transformed greatly as well.

The internet was made available to the public almost 33 years ago, and social media only 27 years ago. But the magnitude of the evolution in a short time has been magnificent; we’ve seen YouTube go from cat videos to true crime documentaries. Steadily, we have moved to a different universe of ‘content.’

At times, I am disoriented by the massive volume of data that I consume per minute. The stats are in: per day in 2024, 402.74 million terabytes (TB) of data is consumed daily.

Every day, there is a new trend to follow. I have to get my back cracked professionally, but don’t forget, it should be satisfying, not sure if the satisfying bit is for me or the viewers. Drink warm water with apple cider vinegar. And do an ASMR skincare, if it’s not ASMR, then what’s the point? Acupuncture, wet cupping, dry cupping, and ear seeding are all essential for my body to be pain-free and my mind to be clear. Apply this, that, and the other thing. You have to do it; otherwise, how will you reach your full potential?

The next life-altering and groundbreaking ‘concept’ is cortisol levels, just before this, it was cold water plunges, then it was all these acids that we should be applying on our faces.

Don’t ingest acid that’s terrible for you; instead, apply it to your face, not the apple kind but the AHAs and BHAs.

Every single week, there’s a new wellness trend. Speaking of cortisol, high cortisol levels can ruin your metabolism; it’s what’s making you fat, how terrible, but don’t we need cortisol to function normally? No, but this influencer said, lower cortisol levels would make me look skinnier.

Insulin resistance is an epidemic; it’s killing us all slowly, apparently, and these are the foods that you should stop eating. It’s all gluten-free, zero fat, sugar-free, no artificial sweeteners, yet it’s still sweet, nut-free, grain-free, green veggies, but not too many green vegetables, you might just turn green. At the same time, make sure you’re eating every 2 hours. Also, make sure insulin doesn’t ‘de-resist’ completely, that would be bad… I guess.

How to be healthier: step 1- remove the puffiness from your face, guasha upwards, never down, but drain the lymphatic fluid downwards, by an A-grade marble of course, otherwise it won’t work, that’s what all the influencers keep saying. Follow that up with 24 other steps to have healthy, glowing, scar-free, pimple-free, pigment-free skin. Okay?

There is so much information that we need to follow, do, learn, and try.

The world has become cramped with too many rules, too many products, too many tips, too much advice. This overconsumption, overindulgence, might just be the death of us.
Trends seem to change 4 times as fast; it’s a party for industrialists. Thriving off of people’s insecurities and illnesses.

Is Everything Content
Is Everything Content

For example, red light therapy erases 10 years off your face, so does every other face product, which one to choose? How about all of them?

Feeling lethargic? No, don’t drink a glass of water! That’s so lame, so old-school. Instead, add the water or whatever it claims to be, directly to your veins and call it a wellness drip. Everyone needs a wellness drip, it’s the most important thing for your body. It hydrates, nourishes, and revitalises, even better than a glass of juice that would do the exact same thing.

Who drinks plain water now, anyway? Add the water-flavour enhancer, it’s sugar-free, gluten-free, non-GMO, vegan, and super like good for you. Just a pink powder that makes water taste better, like why would you not add an unknown pink powder to your glass of water? It’s quite beneficial for us, you know.

And who here knows what goat yoga is? Regular yoga is in the past, get with the times, goat yoga is all the rage, what’s different, you ask? Just the goats added to regular yoga to make it fun-ner, it’s actually like super important for you. No, really, it is.

All these influencers are trying to promote everything and anything all at once, just so they’re always on trend and viral; why would it even matter if someone dies because of their recommendation? What matters most are the views, the money, the fame, the power.

Brain all cluttered? Foggy, soggy, and all of the above? Try sound baths! They make you feel cleansed and clear. Why would you want to go on a walk when you can spend hundreds of dollars to hear someone lightly clinking metal bowls? Sleeping in your own room, with the lights off, is overrated. Let’s do it in a tiny little pod in a tiny little clinic and pay a tiny fortune to feel alone and calm?

It’s amazing, it’s so dark and quiet in there.

Chakras not aligned? Then you need crystal therapy! Rocks, or better known as crystals, that boost low energy, prevent bad energy, release blocked energy, and transform one’s aura, wow! But isn’t that too much to ask from semi-precious stones and rocks?

We know about wellness drips, now we have something quicker, portable and always handy. Drumroll, please! Wellness patches these stickers that reduce anxiety and depression. Defying all laws of biology, but you know what this girl on Instagram said they made her feel less anxious? Stickers that make you feel ‘normal.’ But, if no one’s feeling well, then who is?

If everyone is in need of flavoured waters and candle aura sessions to feel better, then what did we do before? They didn’t have red light therapies and wellness drips to feel younger, more energetic, and happier. Why is it that no one right now is ever feeling 100%?

Everyone wants to feel young, happy and lively all the time, but why is feeling sad, older and tired such a bad thing?

We are in a constant dopamine rush; if we’re not feeling the rush all the time, we’re suddenly depressed. We have to understand that we cannot be on this high at all times; the essence of it is that it happens infrequently, which is what makes it amazing.

In the name of wellness and health, and nourishment, people are creating, selling and promoting anything they deem fine. From drinking kombucha to eating up their own placenta, where is the limit?

Influencers sprinkled like cockroaches all over social media are advertising it without the thought how this would benefit or damage people around. No moral compass, no accountability for their actions because it’s a free world and freedom of speech is a fundamental right, right? But at the end of the day, for the sake of wellness, we have ruined ourselves.

If this routine isn’t followed, then what are we doing?

Wake up, drink hot water with green juice and sea moss and apple cider vinegar, add some multi vitamins, magnesium, blah blah blah.

Go to the gym, sauna, then the ice bath. Journal, meditate, and talk to a therapist.

Go to work, but before that, I need to slap on a wellness patch.

Skip lunch, in fact, just get a vitamin drip on; it really gives you the energy to complete the rest of the day.

Now that we’re back home.

Time for some aromatherapy, really makes it relaxing. A red-light mask on, with some snail mucin and the entire 20-step Korean skin care routine, it really makes a difference when 15 different products are applied at the same time.

Silk pillowcase, silk eye mask, mouth tape, face tape, white noise, weighted blanket and just a CBD tablet for the best sleep ever. Ah! Perfect, can’t wait to do it all over.

What I don’t understand is what happened that regular people with regular lives feel the need to do all that to feel ‘mentally and physically well’. What happened that we can’t go without the help of these little ‘tools’? Who did this to us? Was it the industries? Was it the marketers? Did we do this to ourselves?

But the point is that we are overloaded by overconsumption, it’s overwhelming, overpowering and overtiring. Not only are we overspending, but we are constantly overstimulated. To the point we are overdosing ourselves, and honestly, this overconsumption is overrated.

The ‘Fine Line’ Between Prejuvenation & Perfection 

The modern beauty industry profits by fuelling fear, perfection, and obsession with youth, disguised as self-care.

Remember the early 2000s, when skin whitening products dominated the beauty aisles and ‘Fair & Lovely’ was a household name? The beauty industry, as ironic as it sounds, has been profiting off the ugliest tactics, including the narrative that beauty is something that is attained rather than embraced. By inducing a potent motivator. Fear, people are manipulated to feel that they are never quite enough without a particular product. The fear of not fitting into society, of being looked down upon, or not meeting a certain beauty standard has been gradually fed into our systems, slowly poisoning our minds into seeing beauty through their eyes.

Since Gen Z claims to be ‘woke’ and is actively embracing, promoting, and pushing self-love and inclusivity, thus whitening creams aren’t best-sellers anymore. The rise in cancel culture has led some of them to rebrand themselves. But the beauty industry is still soaring. So, what’s working out for them? Which insecurity are they targeting this time? Let me make it easier to crack. Have you ever felt like you’re missing out because you haven’t had a hydra facial, or skin tightening, prejuvenation treatments, or any other ‘non-invasive’, ‘minimally invasive’ procedure yet?

Ladies and gentlemen, the fear of the decade award goes to none other than the fear of ageing. With a society so focused on awareness and self-care, the manipulation tactic is still the same, but has taken a new form: the promotion of ‘prejuvenation’. Think of it as the middle ground between prevention and rejuvenation. It is known to be a proactive approach to ageing that focuses on maintaining youth rather than fixing signs of ageing after they appear. Simply put, it’s all about keeping the clock from ticking too soon.

The biggest and most notable shift in the dermatology industry for the last two decades has been the rise in reversal treatments for Millennials and preventive treatments for Gen Z. With the latter generation finally coming into buying power, a few critical questions arise. Growing up watching advancements in aesthetic dermatology and knowing exactly what it is capable of (thanks to the normalisation online), will the obsession with holding age markers at bay go haywire? Are wrinkles and fine lines truly the worst things that could happen to you? If you’re in your 20s or 30s, take a moment to rethink. When did the fear of ageing start to outweigh the risks of injecting your body with harmful toxins? It’s time to ask what’s scarier: the lines on your face or the invisible dangers beneath the surface?

Wait, toxins? How could anything go so wrong with just a facial or a non-invasive treatment? There is more than one answer to this. Did you know that Retinol, widely celebrated for its anti-ageing benefits. It is a Vitamin A derivative, belonging to a family of compounds called retinoids. Which, when used in higher concentrations can disrupt hormone levels and impact reproductive health. A recent article published in the Journal of Pakistan Association of Dermatologists called “Rising Trends of Cosmetic Procedures: A Forewarning of New Addictive Behaviour” highlights a case study performed in Taxila with 112 participants between the ages of 18 and 65 who had gone through some cosmetic procedure in their lifetime. 52.3% of the candidates displayed mildly addictive behaviour while 18.4 – 29.3% showed moderate to severe addictive behaviour, very similar to the ones associated with substance abuse. The study also introduced the concept of “perceptual drift,” illustrating how exposure to augmented images on social media reshapes individuals’ expectations of natural facial appearance.

Another example is Botox, which is widely used to smooth out wrinkles, but it works by injecting a neurotoxin into your muscles to temporarily paralyse them. While it’s generally considered safe when administered by a qualified professional, misuse or overuse can lead to side effects like drooping eyelids, uneven facial expressions, or even muscle weakness. And that’s just the beginning. Treatments like Botox, dermal fillers, and chemical peels may promise quick, easy results, but the risks can be hidden in fine print. Botox, while effective for wrinkles, can sometimes cause severe allergic reactions, bruising, or even permanent scarring, if not administered properly.

Interestingly, the direct advertising of Botox or Botulinum toxin directly is restricted. Which leaves the brands with one last resort, which is no other than; influencer marketing. These influencers, undeniably have substantial power over their audiences, making them the perfect tool for subtle marketing. What happens when you set unrealistic beauty standards? People would be willing to pay a fortune to become that standard, to be envied and looked up to. Aestheticians claim that people are now coming to their clinics with a broader knowledge of the available treatments. However, with this extensive information, comes the threat of the dissemination of misinformation and exaggerated effects. Just because something worked for one person, it does not guarantee the same results for someone else. But to understand this, one also has to know that anything posted online by an influencer has a motive, be it a monetary incentive or to gain popularity.

Social media platforms have become breeding grounds for trends like these. Influencers, dermatologists, and aesthetic clinics regularly showcase their preventative skincare routines, often including Botox, fillers, and high-tech facials. Their posts emphasise “glow-ups” and “preventative measures,” making these treatments seem necessary in a modern self-care routine. This isn’t about drastic transformations. The appeal of prejuvenation lies in its subtlety, in small, incremental steps to maintain a fresh, youthful appearance. For instance, ‘glass skin’, a Korean beauty term, is now caught on by the rest of the world, resulting in the hashtag #GlassSkin accumulating 3.9 billion views on TikTok worldwide (Source: TikTok). Every skincare brand made it a point to market their products with the glass skin narrative.

At the end, it’s not merely about the adverse effects of certain beauty products and treatments. The rise of prejuvenation reflects the beauty industry’s ongoing ability to sell us fear. The question is, are we truly willing to sacrifice our health, wallets, and sense of self for the fleeting illusion of perfection? Perhaps it’s time that we start seeing beauty, not as something to be fixed. But as something to be celebrated in all its stages.

Not Just Another AI | Fiverr Go

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One runs on data. The other on creativity. Together, they’re changing the way we work.
The intersection of you, and getting it done. Instantly connect with thousands of freelancers at fiverr.com.

Credits

Chief Marketing Officer – Matti Yahav
VP Global Brand Communications – Shiri Hellmann
Creative Director – Ami Alush
Motion Design Lead – Ido Sapir
Producer – Tamar Yoffe
Director of Strategy – Trey Armstrong
Social Media Specialist – Ciara Ewing
Production Company – Left Productions
Director – Jonathan Zames
Music – Omri Behr

Cracking the Code of Billboard Psychology

Karachi’s billboards are more than just roadside distractions—they’re bold statements and sometimes baffling blunders. From neon spectacles to poetic taglines, this article dives into the psychology behind OOH Advertising, critiquing the hits and misses that colour our cityscape.

You may find billboards as the silent street-side salesperson of the marketing world. From splashy skyscraper wraps to neon novelties, these larger-than-life ads battle for a few seconds of our fleeting attention as we hustle through life, especially in a big bustling city like Karachi. It’s always a wonder to me, what is it about billboards that makes them more than just a background blur? Why do some billboards blend into the background like wallpaper, while others practically demand a full neck swivel as I cruise by? As I dug deeper into this, I realised it’s all about psychology.

Visual impact, emotional resonance, and a touch of simplicity form the holy trinity of effective out-of-home advertising (OOH), the marketing industry’s way of saying billboards more professionally. Let’s stroll through the streets of Karachi and critique some eye-catching, (either in shock or delight) OOH pieces around our cityscapes.

A Colourful Clash of Creativity

Neo Paints doesn’t just advertise, it bursts onto the scene like a firework finale. The vibrant hues, and the tagline “Colour Your Life” is as straightforward as it is uplifting. The paint splashes on the advertisement practically scream creativity – you’re the painter, and your home is your masterpiece. It’s bold, fun, and refreshingly uncomplicated; a real showstopper in my opinion.

A Colourful Clash of Creativity (Neo)
A Colourful Clash of Creativity (Neo)

Next Paints, on the other hand, feels like it’s still mixing its colours. The muted tones, cluttered design, and questionable font choices bury its message faster than a paint spill. Neo is the Pop anthem of billboards, while Next is stuck humming elevator music. Lesson? Go bold or go home.

A Colourful Clash of Creativity (Next)
A Colourful Clash of Creativity (Next)

Text Overload Trouble

Let’s leave the essays to the other mediums! Zebjee’s weaves too many words into a tiny space, leaving viewers tangled in text. It’s like squinting at fine-print on the go. It’s not only overwhelming but also dangerous.

Text Overload Trouble
Text Overload Trouble

DHA Karachi’s ad is distracting, and not eye-catching, it’s quite a thin line, with payment deadlines and percentages that scream ‘accountant’ instead of ‘adventurous.’ Both need a good snip and trim, and a touch of that design magic, the golden rule of OOH? Don’t make it a puzzle. A billboard should be a mic drop, not a university lecture.

Text Overload Trouble
Text Overload Trouble

Rave on the Road

Karachi isn’t called the City of Lights for nothing. If billboards could boogie, this neon masterpiece would be doing the moonwalk.

“Let’s Get Digital” beams boldly, while the bright green and pink hues throw a visual rave for your retinas. It’s a party for your eyes; makes you stop and stare. Zong nails it: when in doubt, turn up the lights!

Rave on the Road
Rave on the Road

Flipping Hair and Turning Heads

Now this one’s a head-turner with its promise of “3x Increased Strength,” TRESemmé marries logic with lusciousness.

The sleek black-and-gold design oozes sophistication, like the little black dress of billboards. It’s a beauty ad that says, “You’re strong, and so should your hair.” It’s sleek, it’s chic, and it’s exactly how you sell hair care with flair.

Flipping Hair and Turning Heads
Flipping Hair and Turning Heads

Sweet Simplicity

Stiva serves up a spoonful of simplicity with its zero-sugar, zero-calorie oath. Green always says one thing and one thing only: health, while the massive “0” appeals to your diet-conscious dreams.

It’s a sugar-free serenade for calorie counters. While the design leaves room for a bit more creativity, it’s still sweet, simple, and gets the job done.

Sweet Simplicity
Sweet Simplicity

Spreading Smiles, One Bite at a Time

This is what we call a heart-warming pop of positivity. With a cheerful model, playful purple tones, and a catchy rhyme, everyone loves rhymes!

“Bite lo, Light lo,” this Peek Freans ad knows how to spread smiles. It’s like a hug in the form of a billboard: bold, bubbly, and impossible to ignore.

Spreading Smiles, One Bite at a Time
Spreading Smiles, One Bite at a Time

Skyline Showstopper or Oversized Overkill?

Vivo’s building wrap is the King Kong of OOH—big, bold, and impossible to miss. It’s a tech titan on the skyline, but does size really matter? Perhaps, if you look at it without context, the sheer scale risks losing the finer details, making it more spectacle than a story. However, location is everything.

Placed right smack dab in the middle of Karachi’s bustling mobile market in Saddar, this billboard beckons to every potential buyer like a moth to a flame. Smart move, Vivo!

Skyline Showstopper or Oversized Overkill
Skyline Showstopper or Oversized Overkill

Inclusive Visions, Wider Connections

Lately, this one has been catching my eye all over the city. “Saving Humanity from Riba” quite literally takes the high road, both in messaging and placement. It’s thought-provoking and heavy on cultural cues.

I do appreciate the inclusive touch by BankIslami focussing on “Humanity” over “Ummah” and visually representing various religions, making an earnest effort to reach a wider audience.

Inclusive Visions, Wider Connections
Inclusive Visions, Wider Connections

The Billboard Balancing Act

Billboards aren’t just ads, they’re urban art, emotional triggers, and memory markers. The best OOH campaigns understand the psychology of attention: keep it simple, strike an emotional chord, and make a bold statement. So, the next time you’re stuck in traffic, look around. That silent salesperson on the street corner might just have something brilliant (or bewildering) to say.

Celebrating World Art Day – A Designer’s Reflection

Celebrating the Power of Art in Communication, Marketing and Advertising

As we celebrate World Art Day on April 15th, I find myself reflecting on how deeply art weaves itself into the way we communicate, connect and create. This piece offers a personal take on the role of art in marketing and advertising—a journey through design, expression, and the powerful stories visuals tell when words fall short.

We honour the creative spirit that fuels imagination, innovation, and expression. Art transcends borders, languages, and cultures, speaking to our shared humanity in a way that words often can’t. In the realms of communication, marketing, and advertising, art plays a vital role in shaping our perceptions, evoking emotions, and conveying messages that resonate with audiences worldwide.

World Art Day
World Art Day

Leonardo da Vinci

World Art Day falls on April 15th, the birthday of Leonardo da Vinci, a symbol of peace, freedom of expression, and multiculturalism. The International Association of Art (IAA) proposed this day to promote awareness of creative activity. It is to encourage support for artists worldwide. Since 2012, people across the globe have celebrated this day, highlighting the importance of art in fostering creativity, innovation, and cultural exchange.

Art forms an integral part of communication, marketing, and advertising. It allows businesses to convey their messages, showcase their brand identity and connect with their target audience. Visual arts, commercial arts and graphic design represent just a few of the many forms of art that drive these fields. Effective art in marketing and advertising evokes emotions, creates brand recognition, and ultimately drives sales.

Is Communication Design Art?

As I look back on my journey in communication design, I remember the pivotal role art plays in marketing and advertising. Visual arts and commercial arts converge in the world of ads, TV commercials, and online designs, where creativity knows no bounds. Yet, I’ve come to realise that a fine line exists between mere technical proficiency in design software and true artistic expression. Designers may start with Photoshop or other design tools, but understanding art’s history, geography, and its communicative power truly sets them apart.

There’s a beauty in balancing the technical with the creative, in knowing that art conveys messages that transcend words. As I reflect on my own experiences, I find myself drawn to the idea that effective communication through art involves not just aesthetics, but storytelling, context, and connection. Designers who understand the principles of art, design, and communication can create impactful marketing materials that resonate with their audience.

World Art Day
World Art Day

The Evolution of Communication Design

When I reflect on the evolution of communication design, I’m struck by how much the field has transformed. During my time pursuing a degree in print communication design, traditional print media offered limited options. Yet, even within those constraints, I discovered the power of art to convey messages and tell stories. Print design gave me opportunities to work with magazines, newspapers, and visual aids. I saw firsthand how art could elevate and humanise even the most mundane content.

Now, digital media has expanded communication design exponentially, offering a multitude of paths and possibilities. This shift has broadened our field’s scope and underscored art’s versatility and adaptability. When I look at the world of art today, I’m reminded that it doesn’t confine itself to formal education or traditional boundaries. Many renowned artists have forged their own paths, relying on innate talent and creativity to make their mark. This diversity of perspectives makes art so rich and multifaceted. It speaks to people from all walks of life in ways both familiar and unexpected.

Art Equals Freedom

Through World Art Day, we recognise art’s significance in our lives and its role in shaping our perceptions, emotions, and experiences. Whether in communication, marketing, advertising, or personal expression, art inspires, educates, and unites us. We need art now more than ever. Especially in a time when loneliness feels like a pandemic, and people live their lives through social media alone. In a world where people stifle freedom of speech, marginalise truth, and sensationalise lies. Art powerfully voices justice, equality, and freedom.

World Art Day
World Art Day

Art speaks when words fall silent. Artists bravely and courageously stand as beacons, imagining a more just and compassionate world. From a piece of paper with a rainbow and clouds to a canvas that bears witness to atrocities. From billboards that celebrate change to ad campaigns that amplify marginalised voices. Art becomes as essential as breathing, thinking, and freedom itself. Let’s continue to appreciate, support, and celebrate the artists, designers, and creatives who bring beauty, innovation, and meaning to our world. Who dare to imagine a better future for all.

In Search of the Customer

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Backlog Brilliance is a segment that takes you back in time, to the Synergyzer of Yesteryear. This particular piece is from 2004, the second issue of that year, written by Dr Shehzad Amin.

Dr. Shehzad Amin, CEO of Macro Management System, elucidates the principles to get to the customer.

A total marketing concept, direct marketing is a system of marketing that uses precision. Database targeting along with advertising and sales promotion to affect a measurable response and/or transaction. The direct marketing approach has evolved largely during the past ten years in Pakistan. The first generation of direct mail marketers concentrated on getting lists and sending direct mail pieces like letters and brochures to potential customers, mainly through credit card bills.

In Search of the Customer
In Search of the Customer

It was a “shotgun”  approach directed at a broad range of customers.   A second generation of direct marketers broadened their scope.  Their scope consisted of different types of action, such as generating leads for salespeople,  encouraging product trials, and other means of sampling the products. In addition  to direct  mail, they used  a variety  of media  to send  their  messages,  such as:

  • Door to Door Contacts for Selling and/or Sampling
  • Key Venue  Sampling
  • Town  Storming
  • Direct  Mail Shots
  • Cross  Product  Promotions
  • Product  Display  & Demonstrations
  • Store  Intercepts
  • Telemarketing
  • School/College Activity
  • Event  Marketing
In Search of the Customer
In Search of the Customer

As direct marketers, our vision is not to make a sale; we must focus on getting a customer. Sales are important, of course (Where would marketers be without them?) But the name of the game is repeat sales rather than one-shots. And to have that, you need a customer.  It is important to understand the core vital utilities of direct marketing, and only then can a marketer bring success to their campaigns.  The following are 30 direct marketing principles which have been tested globally and practised by successful direct marketers in the country.

Thirty Direct Marketing Principles:

  1. BO per cent of repeat business for goods and services will come from 20 per cent of your customer base.
  2. The most important order you ever get from a customer is the second order because a two-time buyer is at least twice as likely to buy again as a one-time buyer.
  3. Maximising direct mail success depends, first on the list you use, second on the offers you make, and third on the copy and graphics you create.
  4.  A follow-up to the list within  25 days will pull 40-50 per cent of the first mailing.
  5. Yes / No offers consistently produce more orders than offers that don’t request a “No” response.
  6. The “take rate” for negative option offers will always out-pull positive option offers at least two to one.
  7. Credit card privileges will outperform cash with orders at least two to one.
  8. Credit card privileges will increase the size of the average mail order/catalogue order by 20 per cent or more
  9. Time limit offers, particularly those that give a specific date,  out-pull offers with no time limit practically every time.
  10. Free-gifts offer, particularly where the gift appeals to self-interest, out-pull discount offers consistently.
  11. You will collect far more money for your product in a fundraising effort if you promise to share a specific amount from a contributor.
  12. People buy benefits, not features.
  13. The longer you can keep someone reading/involved in your copy, the better your chances for success.
  14. The timing and frequency of your sales letters and renewals are vital. Avoid weekends.
  15. Self-mailers are cheaper to produce, but they practically never outperform envelope-enclosed letter mailings.
  16. It is easier to increase the average Rupee amount of an order as compared to increasing the percentage of response.
  17. Assuming items of similar appeal,  you will always get a higher response rate from a 32-page catalogue than from a 24-page catalogue.
  18.  A new catalogue to a catalogue customer base will out-pull cold list by 400 percent to BOO  percent.
  19. A print ad with a bind-in response card will out-pull 600 per cent response as compared to one without a bind-in ad.
  20. A direct sale TV commercial of 120 seconds will out-pull a 60-second direct response commercial better than two to one.
  21. A TV support commercial will increase from a newspaper insert up to 50 per cent.
  22. The cost of following up on a qualified lead is two to four times as effective as cold calls.
  23. Telephone-generated leads are likely to close four to six times greater than mail-generated leads.
  24. Customisation of letters will produce a higher success rate.
  25.  Keeping in view the culture and attitudes of potential customers can bring loyalty.
  26. Avoid arguments at the time of closing the sale.
  27. Understanding the customer’s needs and providing limited options can increase sale by 33 percent as compared to bombing customers with multiple options.
  28. Remember, people judge largely by price. One should be very careful in pricing premium products.
  29. As a rule, response in coupon-bearing ads is improved when the coupon is close to the bottom of the page and the reader does not have to cut a hole in the page or remove the entire page.
  30. As a rule, your ad with a coupon will enjoy a better response when the coupon is large enough to be comfortably completed by hand.

 

Growth of Direct  Marketing
In the year 2003, direct response advertising was the single fastest-growing segment of marketing communications.  Direct marketing is such a promising growth area because it offers convenience, targeting,  and sales efficiencies.  The following are some specific reasons  for the  growth  of direct  marketing:

  • The increase in the number of women in the workforce,  two-career homes and the number of single-parent homes.
  • The decrease in traditional shopping trends, a large number of young people looking for ways to shop without having to search for a parking place.
  • The growing number of senior citizens.
  • The widespread use of credit cards.
  • Trying to aim and adapt Western culture regarding culture and shopping.
Know Thy Kustomer
Know Thy Kustomer

 

Why Zombies Don’t Make Great Employees

Are we on the set of The Walking Dead? When coffee cups outnumber smiles in the office, you’ve got a zombie apocalypse brewing—sleep-deprived employees are bad for business (and everyone’s sanity). Packed with sharp insights and practical fixes, this article is your ultimate survival guide to banishing workplace zombies and building a culture of rest and wellness. Say goodbye to sluggish mornings and hello to a thriving, well-rested team!

Picture this: It’s Monday morning, and your team shuffles into the office, eyes half-open, coffee cups clutched like lifelines. Sound familiar? If your workplace resembles a scene from ‘The Walking Dead,’ you’re not alone. Sleep deprivation is turning employees into modern-day zombies, grunting, stumbling, and half-functional. But unlike TV Zombies, the cure for these almost-dead workers is simple: Better Sleep. So, why don’t Zombies make great employees? Let’s break it down.

Zombies Lack Brainpower (And So Do Sleep-Deprived Employees)

Zombies are notorious for their inability to think straight. But did you know that sleep-deprived humans aren’t much better? Research shows that lack of sleep reduces cognitive function, making simple tasks feel like solving quantum physics. Imagine assigning someone to handle an important client presentation after pulling an all-nighter. Instead of nailing the pitch, he mumbles incoherently and forgets the client’s name. A good night’s sleep could have saved him/her and your business’s reputation.

They’re Always Moody (You Don’t Need a Workplace Drama Queen)

Ever noticed how zombies are always snarling? Sleep-deprived employees are just as cranky, snapping at colleagues over the printer running out of paper. Lack of rest wreaks havoc on emotional regulation, turning friendly coworkers into office monsters. If someone from HR suddenly becomes the office terror, maybe it’s time to suggest an earlier bedtime, not just the anger management classes.

Zombies Are Slow, and Uncoordinated (Coffee Can Only Do So Much)

Zombies have one speed: slow. Similarly, sleep-deprived employees take longer to finish tasks, miss deadlines, and make careless mistakes. No amount of caffeine can compensate for the sluggishness caused by insufficient sleep. Need proof? Try asking your sleep-deprived intern to come up with taglines. By the time they’re done, the office might already be planning your retirement party.

They Don’t Innovate (Or Think at All)

Zombies don’t develop groundbreaking ideas, they’re too busy lurching around in search of brains. Similarly, employees running on fumes can’t tap into their creativity. A well-rested mind, however, is like a fireworks display of ideas. Want your team to brainstorm the next big thing? Let them recharge their brains overnight instead of burning the midnight oil.

They’re a Danger to Themselves and Others (Mostly to Business)

You wouldn’t trust a zombie to drive the company car, and you shouldn’t trust a sleep-deprived employee either. Fatigue-related accidents are a real workplace hazard. Employees who haven’t slept enough are more likely to make risky decisions or worse, hurt themselves or others.

How to Cure Your Office Zombies

(Encourage a Self-Care Culture)

Stop glorifying the “always-on” mentality. Reward employees for working smarter, not longer. Nobody needs a “hero” who works until 2 a.m. and spends the next day sleepwalking through meetings.

Flexibility Is Key (Or an Earlier Bedtime)

Flexible work hours or remote working let employees schedule work around their natural rhythms. A team member who gets enough sleep will always outperform the one who stayed up binge-watching Netflix.

Educate About Sleep Hygiene (Brushing Teeth?)

Host a fun workshop on sleep hygiene. Include tips like avoiding screens before bed, sticking to a schedule, and creating a restful environment. Bonus points if you provide free eye masks! Let employees work when they’re most alert. Early birds, night owls, and mid-afternoon sloths can all thrive with the right schedule.

Power Naps for the Win (for Everyone)

Short naps during the day can recharge energy levels. While a nap pod might be a big ask, a comfy break room can work wonders. A 20-minute nap can turn a zombie into a productivity superstar. It shouldn’t be frowned upon because in the end we are all humans, not zombies.

Let’s Put the Zombies to Rest (on Time)

Sleep is the ultimate performance enhancer, yet it’s the most overlooked. The next time you notice your team dragging their feet (literally), remember Zombies don’t make great employees, but well-rested humans do. So, put down the energy drinks and pick up the pillows. A little sleep can go a long way. Because let’s be real, your team deserves to thrive, not just survive. A well-rested team is a winning team. So, let’s say goodbye to workplace zombies, and hello to a culture of rest and wellness. After all, better sleep means better business!

“Hang Tight” | CATS CAN’T RESIST™ | DREAMIES™

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They came, they saw, they conquered the DREAMIES™️ treats delivery man’s stash of treats! 😮‍💨 Dreamies, cat, treats.

Credits

Client: MARS
Brand: DREAMIESTM
Project/Campaign Name: Cats Will Do Anything
Agency: adam&eveDDB London
Chief Creative Officer: Ant Nelson
Executive Strategy Director (OMC): Nick Hirst
Design: Oliver Watts
Editing Company: Marshall Street Editors
Editor: Matt Pochettino
Assistant Editor: Josh Sampson
Producer: Faye Butler
Exec Producer: SJ O’Mara
VFX: Untold Studios
COO: Neil Davies
Creative Director: Jon Wood