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  1. 1. THE FUTURE OF ADVERTISING: Cannes Attendees Literally Write The Book On It 1
  2. 2. Publisher’s note:Every possible effort has been made to ensure that theinformation in this book is accurate at the time of goingto press, and the publishers and authors cannot acceptresponsibility for any errors or omissions, however caused.No responsibility for loss or damage occasioned to any personacting, or refraining from action, as a result of the material inthis publication can be accepted by the editor, the publisher orthe authors.Opinions expressed are those of the authors and do notnecessarily represent the views of their employers, HyperIsland, or the Cannes Festival of CreativityFirst published in the USA by Hyper Island PressCopyright © Hyper Island 2012All rights reserved.PublisherHyper Island250 Hudson StreetNew York, NY 10013http://hyperisland.comSpecial thanks toSocial Print Studio2
  3. 3. the future of advertising:cannes attendees literally write the book on it 3
  4. 4. ABOUT THIS BOOK On June 22nd, 2012, Hyper Island ran a workshop as part of the Cannes Festival of Creativity. The goal of the workshop was to literally write the book on the future of advertising -- and do it in an hour. Technically, two hours, because the workshop happened twice. Through a series of exercises, collaborations and technical hacks (like Google forms, and a piece of code that grabbed Instagram photos with our hashtag, turned them into vector artwork and placed them in our Dropbox folder -- coutesy of Social Print Studio), we made it happen. And this is the book. It’s not high literature. But it’s a snapshot of some future-forward thinking from about 120 International Cannes attendess, and a glimpse of what the ad industry might need to deal with over the next ten years. And it was a lot of fun to make.4
  5. 5. About Hyper Island ExecutiveAs the executive branch of the world-renowned Swedish digitallearning institution, our goal is to help brands, ad agencies, andindividuals thrive in an ever-changing digital world.We are fueled by the philosophy of experiential learning: toapproach problems in multiple ways, to reflect deeply, and to drawconclusions with an open, collaborative spirit.To learn more, visit hyperisland.com. 5
  6. 6. Hailey Vincent and Sam Dickson6
  7. 7. In agencies, titles that divide types of creatives will cease to exist. The word “digital” will no longerbe used to constrict a creative mind. Creatives will be called to think together on a wider platform.Creative briefs will demand all-encompassing ideas that are not bound by media type. 7
  8. 8. Laura Krahel & Ilenia Notarangelo8
  9. 9. In a few short years, all information will be storedin the cloud. It will be available for data storage, aswell as, for software such as Photoshop and Excel. This imaginary cloud will control everything. 9
  10. 10. Simon Bookallil & Garret Fitzgerald10
  11. 11. Data is ubiquitous - ideas are open source.Clients reward the best ideas with bounties. Agencies curate and proliferate. 11
  12. 12. Amanda johnston-pell & Rob Belgiovane12
  13. 13. I am part of a network that is connected tomany other networks that ultimately connect my messages to 6 billion people. Need an idea, brand or product exposed to 6 billion people? Send it to me. 13
  14. 14. Heather LeFevre & Erol Tekkanat14
  15. 15. Connecting and sharing information with new technology is everybody’s right.Free Wifi is a global initiative to give everyoneaccess to the internet – whenever, wherever. 15
  16. 16. Corrie Frasier & Zoltan Havasi16
  17. 17. Outdoor media will no longer advertise to you,but FOR you. RFID, face recognition, and other personalization technology will micro-target messages to individuals. 17
  18. 18. Franklin Ozekhome & Carolina Borges18
  19. 19. A new service will appear to disconnect our generation from all social networks. This will allow rebooting of online life bysubmitting your digital identity number and requesting “social disconnecting.” 19
  20. 20. Asa Marklund & Allison Curran20
  21. 21. Brand-sponsored pills with different themes that you take before you sleep for your preferredexperience (eg. your rejuvenation brought to you by Aveda, energizing by red bull, romance by Durex, Happiness by Coca Cola) 21
  22. 22. Mathias BIrkvad & Mette Ingemann22
  23. 23. Clothes become increasingly more integrated with all other known technologies, as the technologies become smaller and portable. A smart phone will be built directly into theclothes, and will recharge through solar panelswoven into the fibers. Furthermore, the clothesthemselves will adapt to new technologies andwill be able to adapt to weather changes, show moods and even do medical checks. 23
  24. 24. Christine Göös & Alexander Dewispelaere24
  25. 25. As natural resources become increasinglyscarce, there will be stricter regulations on physical consumption. This will cause the rise of “immaterial consumption” as companies will turn tovirtual products and services to keep their business going. 25
  26. 26. Lauren Schuster & Vincent D’Halluin26
  27. 27. THINK, DONT TOUCH. Taking communication to a new level, you can now make plans with friends, work from home, and make online orders all without the use of a device. With just a thought, your message will be transferred, no touching necessary. 27
  28. 28. Camilla Wallander & Alua Imangaziyeva28
  29. 29. You will be able to activate your thoughts tocommunicate on all levels, whether for regular conversation, expressing feelings or sharing what you’re truly thinking.For advertising, this technology will help brandsto get the deepest consumer insights and truly respond to their real needs and desires.This win-win innovation will open a huge degree of possibilities in understanding, learning and sharing, more than ever before. 29
  30. 30. 30 Charles Day & Rohan Banja iEye
  31. 31. The iEye brings a whole new way to see the world: your eyelid. Hi-res, Hi-def, distraction-free viewing of anything you want, through a built-in wi-fi connection. 31
  32. 32. Jenny McDowell & Carolyn Khoo32
  33. 33. As we share everything in life through social media, so too will we share in death. e-Funerals curate one’s lifetime of Tweets, photos, posts and videos which are then streamed to their loved ones who in turn canshare, comment and TOGETHER celebrate the life of their departed friend. 33
  34. 34. Olivier Grange & Charlotte David34
  35. 35. 2037: A chip will be implanted inside people’s brain,connected to their nervous system in order tocapture all their needs and desires in real-time.The chip will then reply to their needs, providingdata, directions, prices, product characteristics, answers to searches and more. And the data will be accessible through a mind-generated visualization. 35
  36. 36. Tatiana Zubkova & Mielcarek Krzysztof36
  37. 37. It’s trendy to go on-line through the picture.But the picture is not sexy anymore. Use no mediators. Experience! 37
  38. 38. Katie Jensen & Casper Willer38
  39. 39. Finding a common purpose between brands will be propelled by a networked world. The new age of collaboration will see brands and audiences working together under the theme of MatchMaking. Collaborating on technology, crowdsourcing initiatives, causes, shared values & common beliefs are key. The big opportunity for agencies is to nourish, shephard & initiate this matchmaking. 39
  40. 40. Eddie Goldenberg Victoria Jane Gray Frederico Mattos Arturo Perez40
  41. 41. Download-able everything! At home you will be able to buy a blueprint of shoes, accesories and toys. You will be able to print these with a 3D printer in which your purchase would becometangible. Brands will become stores for materials, and customers will buy leathers, fabrics and customization. The power is back in the hands of the consumer by cutting out the factory for production. Greener living. 41
  42. 42. Brad Hiranaga & Dom Alcocer42
  43. 43. Brands will move from functional benefits to creating an ecosystem of experiences that holistically surround the consumer in a world of shared values. This ecosystem must be in service of theconsumer to make their lives better, easier, & moreinteresting for the brand to survive, let alone thrive. 43
  44. 44. Tone Angsund & Javier Graña44
  45. 45. We as a team hope this wish of having free internet for everybody by 2016 become true, notbecause of the fun and conectivity it will bring, but because is time for humanity to start giving the same opportunities for everybody.Internet is maybe the one thing that can give every human being the chance to fill themselves withknowledge, to travel without taking a plane, and to meet other cultures. Free Global internet could be the start-over we all need to change a planet in which only a small porcentage can live with dignity. Internet free, for a world that needs to evolve. 45
  46. 46. Catia Domingues & Lauren Hom46
  47. 47. The world moves thanks to all the creative minds behind the progress. And the world is not goingto stop. When you live in the industrialized world, where differentiation is the key, creativity has a determinant role. Creativity is everywhere, in everyone of us, and the future belongs to those who take advantage of this crisis/opportunity. Companies are no different! 47
  48. 48. All CEOsare enlightened Jocelyn Berthat & Lucy Farey-Jones48
  49. 49. As global sourcing abounds, product margins will be under threat and the value will reside in the brand. And, as brands become fully transparent (and vulnerable) due to the prevalence of socialmedia, all CEOs will come to see the imperative of doing great marketing to drive both the value andthe overall health of their companiers. They will bemore involved in marketing and insist on a working relationship with their agencies. 49
  50. 50. Sara Tate & Gemma Greaves50
  51. 51. In our future connected world we will no longerrely on our skills and specialties. The constant will be the people around you, the talent they share and the power of our network. 51
  52. 52. Jun Jek Low & Jay Morgan52
  53. 53. Time = money. Bullshit. Ideas = money. The bestideas can come from sitting on the toilet or going for a run. Clients need agencies for their uniqueability to problem solve and provide fresh thinking to their business challenges. We propose a new model where agencies are paid for their ideas not for the time they spend generating them. 53
  54. 54. Veronica Leitão & Pedro Porto54
  55. 55. It’s all about him. What he believes, needs, wants, desires. A real-time, like-or-not, want-or-not, buy-or-not,engage-or-not super-powerfull boss. More than justanother person to sell to. The one that you need to be truly interested in and to truly serve. 55
  56. 56. Anya Korzun & Svetlana Baranova56
  57. 57. By 2018, all the world around us will be controlled by our minds - devices, cars, houses, working proccesses. Everything will be based on the person’s social graph data - which is amazing for brands as they would be able to deliver their messages directly to the person as soon as he orshe has a thought about a relevant need, and offer a product answer to the demand. 57
  58. 58. Luca Gonnelli58
  59. 59. Your phone connects to an api that establishes the best time to wake up in function of the meetings and the amount of hours you slept this week.The fridge checks the weather to decides what’sbest for breakfast. The garage door opens as you get closer. The car knows what music to play in function of your mood... What would advertising would look like? 59
  60. 60. Felipe Franco & Béla Szabó60
  61. 61. Everything will be virtual and everyone will beconnected. Consumers’ brain capacity will remainbut the connection among people and devices will work as a super brain, capable of getting every information and change the world surrounding. They will be augmented, they will become super humans. 61
  62. 62. Mariella Soldi Isabella Falco Monica Perez Manuel de la Torre62
  63. 63. Connectivity breaks barriers, from country to country, human to nature and man to technology. A breakthrough in the interpretation of alllanguages, from codes to whales, allowing people to communicate more closely becoming one and all. Moving from six degrees of separation to two (at the most). 63
  64. 64. Raphael Barreto & Alex Brunori64
  65. 65. Technology will reach a point where we can enjoy a level of interaction that fulfills the nuances of the creative flow that priorly was best enjoyed only physically. Augmented reality is key here.Everything will happen in the cloud as a seamlessly stream of input from all involved. 65
  66. 66. Sthefan Ko & Tang Wenen66
  67. 67. Consumable dreams will be the hottest narcotics. Psychopaths become millionaires selling their subconscious. Stimulating the sleeping body to influence dreams is a new and significant concentration in college. 67
  68. 68. Miron Mironiuk & Sami Basut68
  69. 69. Robots are getting better each day inunderstanding human emotions. Even better than people themselves. The creative robot HI2022 developed by HyperIsland wins first Titanium Grand Prix for Coca Cola’s Olympic campaign. HI2022 is well known for coming up with greatinsights and writing great manifesto copy. HI2022s are coming to an agency near you. Very soon. 69
  70. 70. Manchester Hyper Island Masters Program students #wearehyper1270
  71. 71. By 2020, memories will be easy to store and share through a dreamlike process. 71
  72. 72. Hanyi Lee & Andris Rubins72
  73. 73. Flying cars mean less traffic on streets, whichmeans people meet more often in the real world,not just virtual. Agencies with clients. Sons withmothers. People with people. And 3D driving will bring a lot more fun to mobility. 73
  74. 74. Shawn Gauthier Digge Zetterberg Odh Brian Hurley Shunsuke Kamata74
  75. 75. The war has already started. It is just waiting to bejoined. And the destruction will lead to innovation. Information is “killed.” People lose their profiles and access to digital cash. Chaos ensues. Digital security becomes our leader.Nerds rule the Earth. And peace movements begin to unite a world without borders. 75
  76. 76. Alexander Winsauer & Julien Delatte76
  77. 77. Brands will create religion for themselves and goout and search for believers. Once they get them, they are hooked. The younger generation won’t believe in classic religion anymore.There will be a huge diversity within brand religion,but it will end as it always does. One brand claims to be the ultimate religion, and the believers will fight for their brand position. This is when the branded religion wars will dominate the earth. 77
  78. 78. Hyper Island250 Hudson StreetNew York, NY 10013http://hyperisland.com