16 TRENDS TO START DISRUPTION EDGES For us this is not just coolness or nice-to-know information, but instead, it is our way of understanding and examining the edges in culture. This involves taking a close look at the bold, cutting-edge stuff across sectors of society that’s not quite mainstream yet. Properly explored, it helps us design brand experiences and interactions that keep the brand feeling fresh since brands that don’t see the future coming usually don’t have one. At the heart of TBWA’s Disruption® methodology is defining growth strategies for our clients. The strategies that are single-minded and daring enough to inspire disruptive ideas and behaviors every day. We come to a strategy by deciding what has to change (Convention) and defining where we want to go (Vision). HOW DO WE DO THIS? We seek out and analyze changes that are just beginning to take place, but could ultimately affect the future of a client’s industry and business. Our Analytics & Insights team follows trending topics, influencers and data to spot the triggers in bigger territories like Technology or Sustainability. We then group these triggers into emerging patterns. Because culture keeps changing, we review the outcome every quarter. You can stay live too through our real time trending topics dashboard for Finland: www.tbwa.fi/disruption-trends And follow @tbwabackslash on Instagram for a daily dose of culture hits

1. Edges
Q3 Update
Analytics & Insights Team

3. @TBWABackslash
TBWAbackslash.com

4. What is an Edge?
Big territory
Edge: trends that point
to a new behavior.
Emerging from
combining
examples/triggers
Examples/triggers
within the territory.

5. Edges are marginal behaviours that point to broader changes in culture. What could be the McDonald’s proposition for consumers having these
relevant edges in mind?
What could be the
implications for
your brand having
these edges in
mind?

7. 7
LIVE VIDEO
THE NBA IS RELEASING TWO
ORIGINAL SHOWS TO STREAM
EXCLUSIVELY ON TWITTER
WHILE THEY ARE QUICKLY
EXPANDING THEIR LIVE
CONTENT
#STREAMING

8. 360 VIDEO
FACEBOOK’S 360 VIDEO
FEATURE IS TAKING OFF,
ADDING A NEW DIMENSION FOR
CONTENT CREATORS
#STREAMING

9. BANK BOT
DANISH MOBILE BANK
STARTUP LUNARWAY USES
FACEBOOK MESSENGER AS A
PLATFORM TO FACILITATE
THEIR CUSTOMERS
#MESSAGING

10. VR FOR THERAPY
SWEDISH SWIMMING
FEDERATION USES VR TO HELP
KIDS CONQUER FEAR OF
SWIMMING
#VIRTUAL
REALITY

12. ELEGANT
WEARABLES
KALEVALA INTRODUCES SMART
JEWELRY WITH GPS LOCATING
EMERGENCY BUTTON AND STEP
COUNTER
#INTERNET OF
THINGS

13. ROBOT BUTLER
THIS STOCKHOLM CLARION
HOTEL IS THE FIRST IN THE
WORLD TO OFFER A SUITE THAT
COMES WITH AN AMAZON ALEXA
ROBOT ASSISSTANT
#ROBOTS

14. CREATIVE A.I.
FUELED WITH HUNDREDS OF
SCI-FI MOVIE SCRIPTS AN A.I.
CALLING ITSELF BENJAMIN
WROTE THE FIRST
SCREENPLAY. ‘SUNSPRING’ IS
NOW A REAL SHORT MOVIE
#ARTIFICIAL
INTELLIGENCE
Image: thedrum.com

15. DATA SHARING
FACEBOOK IS ACCUSED OF
BACKTRACKING ON ITS
PLEDGE NOT TO USE THE
DATA OF THE 1 BILLION
WHATSAPP USERS. GERMANY
ORDERED FACEBOOK TO
STOP THIS.
#PRIVACY
REDEFINITION
Image: nordea.com

17. HELPING HAND
THIS STORY ABOUT A YOUNG
MEN VOLUNTARILY PAINTING A
98-YEAR OLD VETERAN’S
HOUSE TOUCHED TEN
THOUSANDS OF HEARTS. ONE
OF THE MOST SHARED STORIES
OF THE YEAR.
#EMPATHY
AGE
Image: http://villanuttu.net/wp-content/uploads/2014/04/P4270398.jpg

18. FARM TO TABLE
RUOKAASUOMESTA.FI OFFERS
LOCALLY-GROWN FOOD TO BE
BOUGHT DIRECTLY FROM LOCAL
FARMERS
#LOCAL
LOVE

19. 19
FARM TO TABLE
THE ANNOUNCEMENT VAASAN
RUISPALLAT WILL NOW MADE
WITH 100% FINNISH RYE, GOT A
LOT OF SUPPORT ONLINE
#LOCAL
LOVE

20. INSTANT FASHION
AFTER BURBERRY AND TOM
FORD, ‘NEW’ IVANA HELSINKI
ABANDONS SEASONAL
COLLECTIONS FOR 3 NEW
ITEMS ON SALE ONLINE EVERY
WEEK
#INSTANT
EVERYTHING

21. MADE BY GIRLS
BREWCATS IS A CRAFT BEER
MADE BY 3 GIRLS FROM
TAMPERE. TURNING THE BEER
DRINKING MALE STEREOTYPE
INTO THEIR ASSET
#FEMPOWERMENT

22. BODY POSITIVISM
LINDEX JUST DITCHED THEIR
SEPARATE PLUS-SIZE RANGE,
MAKING THE BRAND’S
STANDARD COLLECTION
AVAILABLE IN ALL SIZES
#FEMPOWERMENT

24. VEGAN INDULGING
FACEBOOK GROUP
SIPSIKALJAVEGAANIT IS
GAINING POPULARITY QUICKLY
#MEAT
SUBSTITUTES

25. DRINK PLANTS
25% OF FINNS DON’T DRINK
MILK. NOW VEGETABLE-BASED
DRINKS ARE NOT TAXED AS
SOFTDRINKS ANYMORE,
OPENING THE MARKET TO EVEN
BIGGER GROWTH
#MILK
SUBSTITUTES

26. WASTED
GOODFOOD
HELSINKI RESTAURANT LOOP
JUST OPENED, COOKING
PROPER MEALS WITH WASTE
FOOD ONLY
#WASTE
POSITIVE

27. DRIVERLESS
BUSES
HELSINKI IS WELL EQUIPED
FOR PILOTS LIKE THESE:
LEGISLATION DOES NOT
REQUIRE VEHICLES TO HAVE A
DRIVER
#NEW
MOBILITY

28. DRIVERLESS
BOATS
WÄRTSILÄ AND TIETO ARE
WORKING TOGETHER TO
CREATE THE WORLD’S FIRST
AUTONOMOUS MARITIME
TRANSPORT ECOSYSTEM
#NEW
MOBILITY

29. BERRY MAPS
INSPIRED BY POKEMON GO,
MUSTIKKAGO IS A MAP OF
FINLAND WHERE USERS CAN
SHARE THE BEST PLACES TO
PICK BLUEBERRIES
#SURVIVALISM

30. #NUKUYÖULKONA
INSPIRED BY POPULAR
NORWEGIAN #NATTINATUREN
EVENT, THOUSANDS OF FINNS
JOINED A "SLEEP OUTSIDE”
EVENT THROUGHOUT FINLAND
17/9
#SURVIVALISM

31. Follow us on
instagram.com/tbwabackslash

32. 32

33. Sources
o MEDIA
o https://blog.lunarway.com/meet-the-lunar-way-bot-6b38b7dc8c64
o https://www.facebook.com/Docventures/videos/1215577711796730/
o http://www.psfk.com/2016/08/the-nba-is-releasing-two-original-shows-to-stream-on-twitter.html
o http://www.roadtovr.com/how-vr-video-is-being-used-to-help-kids-conquer-fear-of-swimming/
o TECHNOLOGY
o http://www.hs.fi/tekniikka/a1470967498983?jako=3d2d6e9c2a4f8991ac73933aac6add94&ref=tw-share
o http://nordic.businessinsider.com/this-hotel-in-stockholm-is-the-first-in-the-world-to-come-with-a-chatbot-butler-2016-8
o http://www.dailymail.co.uk/sciencetech/article-3634160/Now-sci-fi-Watch-short-film-written-artificial-intelligence-software-named-Benjamin.html
o https://www.theguardian.com/technology/2016/aug/25/whatsapp-backlash-facebook-data-privacy-users
o CULTURE
o http://www.iltalehti.fi/uutiset/2016081222090030_uu.shtml
o http://www.hs.fi/talous/a1471484325963
o http://nyt.fi/a1472438640886
o http://yle.fi/uutiset/naiset_ryhtyivat_panemaan_olutta_ja_myymaan_sita_panovitseilla/8547234
o SUSTAINABILITY
o http://nyt.fi/a1470968182137
o http://www.saasyoda.fi/h%C3%A4vikkiruokafestarit
o http://yle.fi/uutiset/helsinki_rolls_out_driverless_bus_pilot/9099541
o http://nyt.fi/a1469590463721
o http://www.cleantechfinland.com/-/wartsila-creating-autonomous-marine-transport-ecosystem-in-high-level-program
o http://www.hs.fi/kotimaa/a1473914039167?ref=hs-etusivub-luetuimmat-
o Oatly: https://www.youtube.com/watch?v=nPTtwsFqwE0