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.

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. <br /> <br /> But what does it mean through an experience lens? <br /> Roots in technology but with the human/user element at the core. <br /> Things like 3D printing, takes ideas/concepts and can prototype in real time one exciting, and useful <br /> Hackathons / inventor labs. Brings thinking to life in the live experience to tackle complex problems in real time’. <br />
  • 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. <br /> <br /> 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/

Invisible Technology: Jack @ Cannes 2014 Presentation Transcript

  • 1. THE BRAND EXPERIENCE APPROACH INVISIBLE TECHNOLOGY + THE CREATIVE OPPORTUNITY
  • 2. "ANY SUFFICIENTLY ADVANCED TECHNOLOGY, IS INDISTINGUISHABLE FROM MAGIC.” ARTHUR C. CLARKE
  • 3. WE’VE ALL COME ACROSS RAGE-INDUCING TECHNOLOGY
  • 4. HEALTHCARE.GOV
  • 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. ZIPCAR ARE THEY A TECHNOLOGY COMPANY? OR A CONSUMER COMPANY?
  • 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. 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. THE AVERAGE MILLENNIAL CONSUMER SWITCHES SCREENS 27 TIMES PER HOUR. GREAT EXPECTATIONS
  • 10. THE BRAND EXPERIENCE APPROACH WE LOVE THE TECHNOLOGY WE DON’T EVEN KNOW WE’RE USING.
  • 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. BRAND EXPERIENCE PRINCIPLES INVITE PARTICIPATION USER-FIRST DESIGN DELIGHTFULLY USEFUL INFECTIOUSLY SHAREABLE BUILDS COMMUNITY
  • 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. TOUCH SURFACES BRING US ONE STEP CLOSER TO CONTENT 1
  • 15. UBI
  • 16. BECK’S
  • 17. HERTZ 24/7
  • 18. SECOND SCREENS: TAPPING INTO A NATURAL BEHAVIOR 2
  • 19. SAMSUNG
  • 20. COTTON 24 HOUR RUNWAY SHOW
  • 21. SWEEPER APP
  • 22. BIG DATA: ANALYZING TODAY FOR BETTER EXPERIENCES TOMORROW 3
  • 23. BRITISH AIRWAYS
  • 24. GOOGLE MAP GALLERY
  • 25. PRISM SKYLABS
  • 26. NEXT GEN CLOUD SERVICES: CREATING A COMMUNITY 4
  • 27. CAROUSEL
  • 28. DROPCAM
  • 29. THUNDERCLAP
  • 30. CONTACTLESS CONNECTION: NEW POSSIBILITIES INSTANTLY 5
  • 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. FIREFLY
  • 33. DISNEY
  • 34. ENHANCED REALITY: TAKING EXPERIENCES TO THE NEXT LEVEL 6
  • 35. PEPSI
  • 36. SHIRE
  • 37. MAKER CULTURE: HARNESSING THE BEST + BRIGHTEST AND LATEST + GREATEST 7
  • 38. MINK MAKEUP
  • 39. TWO BIT CIRCUS
  • 40. JACK LABS
  • 41. FUTURE OF INVISIBLE TECHNOLOGY + AGENCIES
  • 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. FUTURE OF TECHNOLOGYIs Invisible. Seamless. Incredibly intentional. Creatively exciting.
  • 44. LIZ BIGHAM EVP, BRAND MARKETING 212-401-7212 Liz_bigham@jackmorton.com @jackmorton THANK YOU!