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10 Trends from SXSW 2015 . From Havas

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Havas brings you 10 trends from SXSW.
Published by Havas Media, Havas Worldwide and Cake.
A collective production written by Tom Goodwin.

Published in: Marketing

10 Trends from SXSW 2015 . From Havas

  1. 1. 10 TRENDS SXSW IN 2015
  2. 2. THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 2015 There was a time when SXSW set the agenda, but now it seems to reflect it. ! Once a focal point of the digital design industry, the event has grown in size and ambition to become a forum for a wide variety of contemporary issues, seemingly random in nature and curated around no clear principles. ! Havas has summarized some of the common key themes on display at SXSW, which were reflected more generally as societal trends. INTRODUCTION
  3. 3. 1 SXSW 10 TRENDS IN 2015 THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE THE ME’CONOMY
  4. 4. THE COLLECTIVE / HAVAS MEDIA + CAKE SXSW 10 TRENDS IN 2015 PLACE PHOTO HERE 4 Have we reached peak narcissism? ! Let’s be honest. The rise of the visual web from Instagram to Vine and the obsession with up votes and shares has led to people not just living life, but broadcasting it. ! No longer is it enough to do something; now unless we snapped it, uploaded it, shared it and commented on it, it’s like it never happened. I tweet, therefore I am. ! From gif-taking photo booths, to portraits in cappuccinos, to endless selfie sticks and step & repeats, SXSW was a festival for all things me. Now our curated social feeds reflect our personal brands more than our handbags ever could. ! The star of the show, of course being Meerkat, our chance to broadcast live to the world what we’re doing, regardless of whether anyone cares. THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE Meerkat, a breakthrough app at SXSW that promotes personal life broadcasting. 1 THE ME’CONOMY
  5. 5. 2 SXSW 10 TRENDS IN 2015 ADVENTURE CAPITALISM THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE
  6. 6. THE COLLECTIVE / HAVAS MEDIA + CAKE SXSW 10 TRENDS IN 2015 PLACE PHOTO HERE 6 2ADVENTURE CAPITALISM This year, SXSW doubled the size of its startup village— and to be fair it wasn’t small before. ! We’re in a golden age for entrepreneurs; the ample funding from VC’s, endless and encouraging coverage of unicorn startups, funding sites like Kickstarter and Indiegogo, a whole ecosystem of support from incubators to accelerators, and most of all, the lowest company start up costs the world has ever known. ! In these heady, euphoric times, it seems launching a startup is the new year out. Millennials are leaving formal education to fail fast and learn from their mistakes. ! Brands look to become increasingly involved. From McDonald’s replication of Dragon’s Den, and MasterCard’s Priceless Elevator Pitch - ample money and support were on display. THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE Mastercard gives $15,000 to startup winners after successful 60 second pitches.
  7. 7. 3 SXSW 10 TRENDS IN 2015 HUMAN TECHNOLOGY THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE
  8. 8. THE COLLECTIVE / HAVAS MEDIA + CAKE SXSW 10 TRENDS IN 2015 PLACE PHOTO HERE 3 ! Technology is enveloping us. ! For years we’ve had an uncomfortable relationship with technology. We’ve tried to keep it away from us, but now we’re pulling it closer. ! Our screens from the late 19th century to today have evolved from cinema, TV, desktop, laptop, mobile phones and now wearables. We’re getting closer, to ever smaller screens that are increasingly personal and intimate. We no longer own single devices, and soon we’ll host our own personal ecosystems of connecting devices. ! Our relationship with technology is changing, from tech we wear to more intimate data we share. From smartwatches to smart shoes, from Google Now to Microsoft’s Cortana, technology is engulfing us. ! The next step will be technology that uses anticipatory computing to make suggestions. Just imagine what this means for marketers. ! HUMAN TECHNOLOGY THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE Wearables are taking over our bodies & aiding our decisions. Welcome to an era of personal device systems.
  9. 9. 4 SXSW 10 TRENDS IN 2015 YOUR MOBILE HOME THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE
  10. 10. THE COLLECTIVE / HAVAS MEDIA + CAKE SXSW 10 TRENDS IN 2015 PLACE PHOTO HERE 10 4 Our phones have become our gateway to everything. ! Since 2003 it has been “the era of mobile,” but what took longer to arrive than expected has transformed our lives more than anyone predicted. ! Our phones are no longer just devices helping us to consume media or shop, they have become our primary interface with everything around us. ! From operating our smart homes and booking travel, to paying for merchandise and monitoring our health activity, a number of companies at SXSW have shown that our phone can be our personal hub. ! We may soon live in a world of personal device ecosystems, with fitbits, VR headsets, Myo armbands and smartwatches, but it seems our phones are destined to be the access point for everything around our bodies, in the world and on the internet. ! YOUR MOBILE HOME THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE Our phones become the key to access everything around us, in the internet & on our person.
  11. 11. 5 SXSW 10 TRENDS IN 2015 DIGITAL REIMAGINATION THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE
  12. 12. THE COLLECTIVE / HAVAS MEDIA + CAKE SXSW 10 TRENDS IN 2015 PLACE PHOTO HERE 12 5 Slowly it’s dawning on all companies that to be successful in the long term, they must embrace digital at the foundation, and stop making it a “thing.” ! It’s commonly believed that there are two types of companies; those that ignore technology, who bury their head’s in the sand and hope for the best, and those that welcome the new, who have adapted to the modern age, and have a head for digital, a great website and an app. ! A third type is developing; a digital-first company. These are companies rebuilt for the modern age, that see digital at the center of everything they do. ! With this mindset, fast food joints, such as McDonald’s, think about how they can act as charging stations and places to share digital images, gyms like Equinox transition from being places to workout to health management companies, car ownership turns into car access, Sonos transcends its origins from being a speaker maker, to become a gateway to music and more. ! ! DIGITAL REIMAGINATION THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE Lyft & McDonalds at SXSW, two big brands thinking with digital at the heart.
  13. 13. 6 SXSW 10 TRENDS IN 2015 ARTIFICIAL INTELLIGENCE THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE
  14. 14. THE COLLECTIVE / HAVAS MEDIA + CAKE SXSW 10 TRENDS IN 2015 PLACE PHOTO HERE 6 When big data meets with hyper-connectivity and incredibly powerful processing, we’re on the verge of something new and amazing: artificial intelligence. ! From Chef Watson at IBM’s cognitive cooking machine, to Bina48, Martine Rothblatt’s android-robot-wife, SXSW became a microcosm of what a future AI-fueled world would look like. We’ve been talking about robots taking over the world for years but this year the threat seemed real enough for protestors to march with painted signs and poorly worded chants. ARTIFICIAL INTELLIGENCE THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE IBM’s Chef Watson, don’t blame the chef or he’ll electrocute you.
  15. 15. 7 SXSW 10 TRENDS IN 2015 CREATING THE HUMAN MACHINE THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE
  16. 16. THE COLLECTIVE / HAVAS MEDIA + CAKE SXSW 10 TRENDS IN 2015 PLACE PHOTO HERE 7 Technology can make us healthier… and I don’t mean Shake Weights. ! From apps that track your sleep cycles to contact lenses that gauge your glucose levels, human beings are getting more data from their bodies than ever before. ! Traditionally, this robust, metrics-driven approach was reserved for machines on an assembly line, but modern technology allows us to gather information about ourselves down to the millisecond. And the more granular these data points become, the more sophisticated become the tools and processes we use to optimize ourselves. We are effectively becoming human machines. ! At this year's festival, “The Pursuit of Equinox”included classes of 40 people on spin bikes that each measured half a million data points, which were then displayed on a screen and made available via a mobile app. We also saw the growth of telehealth, communicating with healthcare providers through text messages, emails or video instead of seeing them in person, and the rise of predictive analytics, which uses data like blood pressure and skin temperature to predict health problems. CREATING THE HUMAN MACHINE THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE The “Pursuit of Equinox,” where fitness meets digital health
  17. 17. 8 SXSW 10 TRENDS IN 2015 DEMOCRATIZATION OF CREATIVITY THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE
  18. 18. THE COLLECTIVE / HAVAS MEDIA + CAKE SXSW 10 TRENDS IN 2015 PLACE PHOTO HERE 18 8 Thanks to better and more widely available tools, anyone can now be part the creative class. ! For the first time in history, the regulars can compete with creative professionals in a variety of ways. The new iPhone 6 ad campaign demonstrates how anyone with an idea can take world class pictures. 3D printing now turns our dreams into creations. From 3D scanners, to 3D pens, to pro-quality 4K video cameras and a plethora of cheap apps, it seems anyone can make anything. ! Distribution and funding are changing things too. YouTube can launch careers and make celebrities of music or makeup artists, while Kickstarter can propel any idea to business fame. We once relied on a range of professionals to decide what we could wear, buy, watch and listen to. Now we just use our own judgement. DEMOCRATIZATION OF CREATIVITY THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE 3D Printed Clothes, one of a variety of developing use cases on show at SXSW.
  19. 19. 9 SXSW 10 TRENDS IN 2015 SIMPLICITY SEEKING THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE
  20. 20. THE COLLECTIVE / HAVAS MEDIA + CAKE SXSW 10 TRENDS IN 2015 PLACE PHOTO HERE 20 9 What does mindfulness look like in the digital age? ! Many of the most successful talks at SXSW addressed humanity’s reaction to new technology and how the constant demands of the modern age are changing the way people behave. ! Some say the next generation should be called Generation Moth, as they’ll endlessly stare at the light on their screens. However, SXSW saw the development of apps and hardware to free us from our screens. ! Wearables’ best hope of a use case is turning media into glance- able screens, so people can live with less focus on the phone. Software developments in the notification layer, and smart invisible apps like Dark Sky and Foursquare’s Swarm, run in the background. ! We have apps like Pocket Points reward students for not checking their phones and in theory things around us are getting smarter to alleviate the cognitive burden of thinking. ! It’s time for us to take back control of our attention spans. SIMPLICITY SEEKING For every action there is a reaction, a drive to turn away from the fascination of digital screen.
  21. 21. 10SXSW 10 TRENDS IN 2015 THE BIG FOUR THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE
  22. 22. THE COLLECTIVE / HAVAS MEDIA + CAKE SXSW 10 TRENDS IN 2015 PLACE PHOTO HERE 22 10Four technologies could either change everything about the world or disappear with little effect. ! Trends decks have been dominated by drones, virtual reality, 3D printing and self-driving cars for some time. While progress is fast, it’s still not possible to gauge what will come of it. ! Will 3D printers undermine and disrupt the entire construction industry, global logistics systems and the very foundations of manufacturing? Or will they just sit in home depot looking out of place? ! Will drones change healthcare, emergency response, and delivery systems to allow underdeveloped nations to leapfrog with efficiency, or will they remain “man toys”? ! Will self-driving cars change everything about human settlement and revolutionize transportation, or fail due to incredible computing requirements? ! Will virtual reality create an alternative universe that parallels real life and literally turn life on its head? Or is “real” reality good enough? ! These are some of the most exciting questions in the world right now. THE BIG FOUR SXSW, another showcase of four technologies that could change everything or nothing.
  23. 23. THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 2015 Questions or Comments? Reach out to Greg James at greg.james@havasmedia.com
  24. 24. THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 2015 THANK YOU

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