#ABC17 @DHREADY#ABC17

alphabet of innovations and emerging movements shaping DH READY’s thinking in 2017

#ABC17

@DHREADY#ABC17

As we settle into 2017, we thought we’d share an alphabet of areas we’re starting to explore in research, strategies and concepts on behalf of our clients.

These aren’t trends, but they may make you rethink how the world is changing. We’re ready, are you?

Hold tight.

Duane Holland, founder

In a post-truth world, people are scratching underneath brands and the stories they are telling more and more. It’s no longer enough to push messages through creative ideas, today it’s more important to pull genuine interest through creative intelligence.

As a cross-discipline creative company blending science, innovation and marketing, creative intelligence is the driving force behind DH READY and anchored in emerging trends and leading academic research.

A is for ALPHA WAVES

the frequency of brainwave that boosts creativity and reduces depression

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E.CO

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B is for BRAINET

synchronising intelligence by connecting human brains. The first organic computer?

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E: W

WW

.NEU

ROSU

PPLY

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C is for CONTEXT SENSITIVITY

we are evolutionarily responsive to our environment, real or virtual

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D is for DATA INTEL

data will enable the future to be immersive, disruptive and highly ‘personalised’

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E is for EMOTIONAL JOURNALISM

360 film brings with it spatial storytelling and the ‘plausibility illusion’.

Don’t just read about it, feel it

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F is for FASHION 3.0

smart fashion that’s not just connected via the Internet of Things,

it’s connected to our biometrics. What would Coco say…?

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HIL

LIPS

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G is for GENERALSIM

the neo-generalists: ‘somewhere between a polymath and a hyper specialist’ are the new cool kids on the block

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H is for HYPER-REALITY

a provocative and kaleidoscopic new vision of the future where physical and virtual realities collide, beautifully presented in

Keiichi Matsuda’s concept film

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HYPE

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I is for INTERDISCIPLINARY

crossing diverse disciplines to discover new ways of thinking, insights,

models and learnings to break new creative ground

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J is for JET PROPELLED CARS

this year the British Bloodhound Project will be smashing land speed records with a rocket car

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K is for KIT

you are no longer just exercising, now you’re “training" with performance wearables in your gym bag

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L is for LIVIU

the first cyborg with an artificial organ that senses magnetic North

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M is for MACHINE LEARNING

computers can now learn by themselves, and as they learn they teach all future computers. Limitless possibilities, even

for beer

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WIN

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MPA

NY

N is for NANOBIOTECHNOLOGY

nanotechnology and biotechnology coming together to undoubtedly transform the foundations of diagnosis,

treatment, and prevention of disease in future

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IOVO

ICE

NEW

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O is for OPTICAL EFFICIENCY

virtual information beamed straight onto the retina

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P is for PARALLEL THINKING

coined and implemented by Edward de Bono as a method of splitting

focus into different directions

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UT.M

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WAR

DDEB

ONO

Q is for QUANTUM DOTS

revolutionising our visual experience through lighting design and art

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R is for RANDOM INTELLIGENCE (RQ)

a new measure of intelligence for contemporary society

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S is for STARCRAFT

Google’s Deep Mind turns its attention to artificial intelligence-led gaming

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T is for TRANSHUMANS

humans assisted with wearable robotics to augment physical capability

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UG

H H

ERR

AT M

IT M

EDIA

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U is for UNBREAKABLE

quantum encryption: it really is unbreakable

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V is for VIRTUAL HANGOUT

Facebook is all over it so expect this to be the big thing to come out of their ownership of Oculus. See you in virtual space

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W is for WALDORF PROJECT

art, dining and theatre is now experienced through all the senses

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RF P

ROJE

CT’S

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PTER

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EE/ F

UTU

RO

X is for XENON

powering rockets and protecting brains, xenon is a noble gas with a bright future

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Y is for YOU

welcome to the future, are you ready? We are

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Z is for ZA

big words are great, but small can be powerful. One Z, built on two A’s perpendicular, over a triple letter square. Boom 62

Scrabble points. Thank us later

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View the full alphabet at www.dhready.co.uk/abc17

If anything caught your eye we’d love to hear from you. Drop us a note and we’d be happy to meet for a coffee or expand in a personalised

briefing session

#ABC17

@DHREADY#ABC17

DUANE HOLLAND

founder + creative strategistduane@dhready

+44 7801 909 795

KATHERINE LEWIS

creative scientistkatherine@dhready +44 7712 655 107

If anything caught your eye we’d love to hear from you. Drop us a note and we’d be happy to meet for a coffee or expand in a

personalised briefing session

#ABC17

@DHREADY#ABC17

DUANE HOLLAND

founder + creative strategistduane@dhready

+44 7801 909 795

KATHERINE LEWIS

creative scientistkatherine@dhready +44 7712 655 107