THE BRAND EXPERIENCE APPROACH
INVISIBLE
TECHNOLOGY +
THE CREATIVE
OPPORTUNITY
"ANY SUFFICIENTLY
ADVANCED TECHNOLOGY,
IS INDISTINGUISHABLE
FROM MAGIC.”
ARTHUR C. CLARKE
WE’VE ALL COME
ACROSS RAGE-INDUCING
TECHNOLOGY
HEALTHCARE.GOV
WE’VE ALSO ALL HAD
EXPERIENCES OF TECHNOLOGY
THAT ARE VERY DIFFERENT—
WHERE THE TECHNOLOGY WORKS
SO SEAMLESSLY WE DON’T EV...
ZIPCAR
ARE THEY A
TECHNOLOGY COMPANY?
OR A CONSUMER COMPANY?
Zipcar
TECHNOLOGY WOULD BE
CRITICAL TO ITS SUCCESS,
BUT CUSTOMERS WOULD ONLY NOTICE THE
TECHNOLOGY IF IT FAILED. IF IT WOR...
FROM GOOGLE TO UBER,
YOU DON’T SEE THE TECHNOLOGY. YOU DON’T UNDERSTAND THE ALGORITHMS.
YOU DON’T HAVE TO. YOU JUST FEEL H...
THE AVERAGE MILLENNIAL CONSUMER SWITCHES SCREENS
27 TIMES PER HOUR.
GREAT
EXPECTATIONS
THE BRAND
EXPERIENCE
APPROACH
WE LOVE THE
TECHNOLOGY WE DON’T
EVEN KNOW WE’RE
USING.
IT’S ALL ABOUT
THE EXPERIENCE
“[Those who use technology] to solve basic human
problems with greater speed and simplicity ...
BRAND
EXPERIENCE
PRINCIPLES
INVITE
PARTICIPATION
USER-FIRST DESIGN
DELIGHTFULLY
USEFUL
INFECTIOUSLY
SHAREABLE
BUILDS COMMU...
INVISIBLE
TECHNOLOGIES
WE LOVE
(AND WHY)
7 1.  TOUCH SURFACES
2.  SECOND SCREEN
3.  DATA
4.  CLOUD CITY
(NO NOT
WITH LANDO...
TOUCH SURFACES
BRING US ONE
STEP CLOSER
TO CONTENT
1
UBI
BECK’S
HERTZ 24/7
SECOND
SCREENS:
TAPPING INTO
A NATURAL
BEHAVIOR
2
SAMSUNG
COTTON 24 HOUR
RUNWAY SHOW
SWEEPER APP
BIG DATA:
ANALYZING TODAY
FOR BETTER
EXPERIENCES
TOMORROW
3
BRITISH AIRWAYS
GOOGLE
MAP GALLERY
PRISM SKYLABS
NEXT GEN
CLOUD
SERVICES:
CREATING
A COMMUNITY
4
CAROUSEL
DROPCAM
THUNDERCLAP
CONTACTLESS
CONNECTION:
NEW
POSSIBILITIES
INSTANTLY
5
“It is not that wearables are shaping new
trends, but that new trends are shaping
wearables. New devices will be expected ...
FIREFLY
DISNEY
ENHANCED
REALITY:
TAKING
EXPERIENCES
TO THE
NEXT LEVEL
6
PEPSI
SHIRE
MAKER CULTURE:
HARNESSING
THE BEST +
BRIGHTEST AND
LATEST +
GREATEST
7
MINK MAKEUP
TWO BIT CIRCUS
JACK LABS
FUTURE OF INVISIBLE
TECHNOLOGY +
AGENCIES
IF THE BEST
TECHNOLOGY IS THE
ONE YOU NEVER SEE,
WHAT DOES THIS
MEAN FOR
DIGITAL AGENCIES?
Is is the agency of tomorrow
th...
FUTURE OF TECHNOLOGYIs Invisible. Seamless. Incredibly intentional. Creatively exciting.
LIZ BIGHAM
EVP, BRAND MARKETING
212-401-7212
Liz_bigham@jackmorton.com
@jackmorton
THANK YOU!
Invisible Technology: Jack @ Cannes 2014
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Invisible Technology: Jack @ Cannes 2014

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This presentation was given at Cannes Lions by Leesa Wytock, VP of Digital in Jack's New York office.

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  • If Big Data is the beloved cliché of the suits in our industry, “maker culture” is the cliché of us creatives… because at its core it’s a way of saying, creating a brilliant experience involves *creation* in a satisfyingly physical, visceral sense. Of course we love that.

    But what does it mean through an experience lens?
    Roots in technology but with the human/user element at the core.
    Things like 3D printing, takes ideas/concepts and can prototype in real time one exciting, and useful
    Hackathons / inventor labs. Brings thinking to life in the live experience to tackle complex problems in real time’.
  • What I love about 3D printing is it’s a bit like Harry Potter type magic where an idea, a concept can come to life—quite quickly. And implications of rapid real world prototyping is so enormous.

    We’re beginning to see the power of 3D printing really come into its own lately. We’ve seen the 3D printed casts and limbs, but this Mink Makeup example feels so smart and creates such opportunity. I also love her message: cut out the old school, overpriced, often toxic middle man and allow women to define what beauty and creativity means to them. http://www.themarysue.com/3d-printable-makeup-mink/
  • Transcript of "Invisible Technology: Jack @ Cannes 2014"

    1. 1. THE BRAND EXPERIENCE APPROACH INVISIBLE TECHNOLOGY + THE CREATIVE OPPORTUNITY
    2. 2. "ANY SUFFICIENTLY ADVANCED TECHNOLOGY, IS INDISTINGUISHABLE FROM MAGIC.” ARTHUR C. CLARKE
    3. 3. WE’VE ALL COME ACROSS RAGE-INDUCING TECHNOLOGY
    4. 4. HEALTHCARE.GOV
    5. 5. WE’VE ALSO ALL HAD EXPERIENCES OF TECHNOLOGY THAT ARE VERY DIFFERENT— WHERE THE TECHNOLOGY WORKS SO SEAMLESSLY WE DON’T EVEN KNOW IT’S THERE.
    6. 6. ZIPCAR ARE THEY A TECHNOLOGY COMPANY? OR A CONSUMER COMPANY?
    7. 7. Zipcar TECHNOLOGY WOULD BE CRITICAL TO ITS SUCCESS, BUT CUSTOMERS WOULD ONLY NOTICE THE TECHNOLOGY IF IT FAILED. IF IT WORKED, THEY WOULD JUST SEE “A GREAT EXPERIENCE.”
    8. 8. FROM GOOGLE TO UBER, YOU DON’T SEE THE TECHNOLOGY. YOU DON’T UNDERSTAND THE ALGORITHMS. YOU DON’T HAVE TO. YOU JUST FEEL HAPPY THAT IT’S SOLVED A PROBLEM AND MADE YOUR LIFE BETTER.
    9. 9. THE AVERAGE MILLENNIAL CONSUMER SWITCHES SCREENS 27 TIMES PER HOUR. GREAT EXPECTATIONS
    10. 10. THE BRAND EXPERIENCE APPROACH WE LOVE THE TECHNOLOGY WE DON’T EVEN KNOW WE’RE USING.
    11. 11. IT’S ALL ABOUT THE EXPERIENCE “[Those who use technology] to solve basic human problems with greater speed and simplicity than those who came before— will profit immensely. Those who lose sight of basic human needs and try to come up with the next big idea… will have problems.” EV WILLIAMS
    12. 12. BRAND EXPERIENCE PRINCIPLES INVITE PARTICIPATION USER-FIRST DESIGN DELIGHTFULLY USEFUL INFECTIOUSLY SHAREABLE BUILDS COMMUNITY
    13. 13. INVISIBLE TECHNOLOGIES WE LOVE (AND WHY) 7 1.  TOUCH SURFACES 2.  SECOND SCREEN 3.  DATA 4.  CLOUD CITY (NO NOT WITH LANDO) 5.  CONTACTLESS CONNECTION 6.  ENHANCED REALITY 7.  MAKER CULTURE + COMMUNITY
    14. 14. TOUCH SURFACES BRING US ONE STEP CLOSER TO CONTENT 1
    15. 15. UBI
    16. 16. BECK’S
    17. 17. HERTZ 24/7
    18. 18. SECOND SCREENS: TAPPING INTO A NATURAL BEHAVIOR 2
    19. 19. SAMSUNG
    20. 20. COTTON 24 HOUR RUNWAY SHOW
    21. 21. SWEEPER APP
    22. 22. BIG DATA: ANALYZING TODAY FOR BETTER EXPERIENCES TOMORROW 3
    23. 23. BRITISH AIRWAYS
    24. 24. GOOGLE MAP GALLERY
    25. 25. PRISM SKYLABS
    26. 26. NEXT GEN CLOUD SERVICES: CREATING A COMMUNITY 4
    27. 27. CAROUSEL
    28. 28. DROPCAM
    29. 29. THUNDERCLAP
    30. 30. CONTACTLESS CONNECTION: NEW POSSIBILITIES INSTANTLY 5
    31. 31. “It is not that wearables are shaping new trends, but that new trends are shaping wearables. New devices will be expected to learn when consumers don’t want to look at their phones” WILL SEYMOUR FUTURE FOUNDATION ESTIMOTE
    32. 32. FIREFLY
    33. 33. DISNEY
    34. 34. ENHANCED REALITY: TAKING EXPERIENCES TO THE NEXT LEVEL 6
    35. 35. PEPSI
    36. 36. SHIRE
    37. 37. MAKER CULTURE: HARNESSING THE BEST + BRIGHTEST AND LATEST + GREATEST 7
    38. 38. MINK MAKEUP
    39. 39. TWO BIT CIRCUS
    40. 40. JACK LABS
    41. 41. FUTURE OF INVISIBLE TECHNOLOGY + AGENCIES
    42. 42. IF THE BEST TECHNOLOGY IS THE ONE YOU NEVER SEE, WHAT DOES THIS MEAN FOR DIGITAL AGENCIES? Is is the agency of tomorrow the human agency ?
    43. 43. FUTURE OF TECHNOLOGYIs Invisible. Seamless. Incredibly intentional. Creatively exciting.
    44. 44. LIZ BIGHAM EVP, BRAND MARKETING 212-401-7212 Liz_bigham@jackmorton.com @jackmorton THANK YOU!
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