hyper island future book
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THE FUTURE OF ADVERTISING:Cannes Attendees Literally Write The Book On It
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Publishers note:Every possible eort has been made to ensure that the
inormation in this book is accurate at the time o going
to press, and the publishers and authors cannot accept
responsibility or any errors or omissions, however caused.
No responsibility or loss or damage occasioned to any person
acting, or reraining rom action, as a result o the material in
this publication can be accepted by the editor, the publisher or
the authors.
Opinions expressed are those o the authors and do notnecessarily represent the views o their employers, Hyper
Island, or the Cannes Festival o Creativity
First published in the USA by Hyper Island Press
Copyright Hyper Island 2012
All rights reserved.
PublisherHyper Island
250 Hudson Street
New York, NY 10013
http://hyperisland.com
Special thanks toSocial Print Studio
the future of
advertising:
cannes attendees literally write the book on it
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On June 22nd, 2012, Hyper Island ran a workshop as part o the
Cannes Festival o Creativity. The goal o the workshop was to
literally write the book on the uture o advertising -- and do it in
an hour. Technically, two hours, because the workshop happenedtwice.
Through a series o exercises, collaborations and technical hacks
(like Google orms, and a piece o code that grabbed Instagram
photos with our hashtag, turned them into vector artwork and
placed them in our Dropbox older -- coutesy o Social Print Studio),
we made it happen.
And this is the book. Its not high literature. But its a snapshot o
some uture-orward thinking rom about 120 International Cannes
attendess, and a glimpse o what the ad industry might need to
deal with over the next ten years.
And it was a lot o un to make.
ABOUT THIS BOOKAs the executive branch o the world-renowned Swedish digital
learning institution, our goal is to help brands, ad agencies, and
individuals thrive in an ever-changing digital world.
We are ueled by the philosophy o experiential learning: to
approach problems in multiple ways, to reect deeply, and to draw
conclusions with an open, collaborative spirit.
To learn more, visit hyperisland.com.
About Hyper Island Executive
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In agencies, titles that divide types o creatives will
cease to exist. The word digital will no longer
be used to constrict a creative mind. Creatives will
be called to think together on a wider platorm.
Creative bries will demand all-encompassing ideas
that are not bound by media type.
Hailey Vincent and Sam Dickson
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In a ew short years, all inormation will be stored
in the cloud. It will be available or data storage, as
well as, or sotware such as Photoshop and Excel.
This imaginary cloud will control everything.
Laura Krahel & Ilenia Notarangelo
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Data is ubiquitous - ideas are open source.
Clients reward the best ideas with bounties.
Agencies curate and prolierate.
Simon Bookallil & Garret Fitzgerald
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I am part o a network that is connected to
many 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.
Amanda johnston-pell & Rob Belgiovane
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Connecting and sharing inormation with new
technology is everybodys right.
Free Wif is a global initiative to give everyone
access to the internet whenever, wherever.
Heather LeFevre & Erol Tekkanat
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Outdoor media will no longer advertise to you,
but FOR you. RFID, ace recognition, and other
personalization technology will micro-target
messages to individuals.
Corrie Frasier & Zoltan Havasi
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A new service will appear to disconnect ourgeneration rom all social networks.
This will allow rebooting o online lie by
submitting your digital identity number and
requesting social disconnecting.
Franklin Ozekhome & Carolina Borges
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Brand-sponsored pills with dierent themes that
you take beore you sleep or your preerred
experience (eg. your rejuvenation brought to youby Aveda, energizing by red bull, romance by
Durex, Happiness by Coca Cola)
Asa Marklund & Allison Curran
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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 panels
woven into the fbers. Furthermore, the clothes
themselves will adapt to new technologies and
will be able to adapt to weather changes, show
moods and even do medical checks.
Mathias BIrkvad & Mette Ingemann
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As natural resources become increasingly
scarce, there will be stricter regulations onphysical consumption.
This will cause the rise o immaterial
consumption as companies will turn to
virtual products and services to keep their
business going.
Christine Gs & Alexander Dewispelaere
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Taking communication to a new level, you can
now make plans with riends, work rom home,
and make online orders all without the use o a
device. With just a thought, your message will
be transerred, no touching necessary.
Lauren Schuster & Vincent DHalluin
THINK,DON'TTOUCH.
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You will be able to activate your thoughts to
communicate on all levels, whether or regular
conversation, expressing eelings or sharing
what youre truly thinking.
For advertising, this technology will help brands
to get the deepest consumer insights and trulyrespond to their real needs and desires.
This win-win innovation will open a huge degree
o possibilities in understanding, learning and
sharing, more than ever beore.
Camilla Wallander & Alua Imangaziyeva
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The iEye brings a whole new way to see the
world: your eyelid.
Hi-res, Hi-de, distraction-ree viewing o
anything you want, through a built-in wi-f
connection.
Charles Day & Rohan Banja
iEye
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As we share everything in lie through social
media, so too will we share in death.
e-Funerals curate ones lietime o Tweets,
photos, posts and videos which are then
streamed to their loved ones who in turn can
share, comment and TOGETHER celebrate thelie o their departed riend.
Jenny McDowell & Carolyn Khoo
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2037:
A chip will be implanted inside peoples brain,
connected to their nervous system in order to
capture all their needs and desires in real-time.
The chip will then reply to their needs, providing
data, directions, prices, product characteristics,
answers to searches and more. And the data
will be accessible through a mind-generated
visualization.
Olivier Grange & Charlotte David
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Its trendy to go
on-line through
the picture.
But the picture
is not sexy
anymore.
Use no
mediators.
Experience!
Tatiana Zubkova & Mielcarek Krzyszto
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Finding a common purpose between brands will be
propelled by a networked world.
The new age o collaboration will see brands and
audiences working together under the theme o
MatchMaking.
Collaborating on technology, crowdsourcing
initiatives, causes, shared values & common
belies are key.
The big opportunity or agencies is to nourish,
shephard & initiate this matchmaking.
Katie Jensen & Casper Willer
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Download-able everything! At home you will be
able to buy a blueprint o shoes, accesories and
toys. You will be able to print these with a 3D
printer in which your purchase would become
tangible. Brands will become stores or materials,
and customers will buy leathers, abrics and
customization. The power is back in the handso the consumer by cutting out the actory or
production. Greener living.
Eddie Goldenberg
Victoria Jane Gray
Frederico Mattos
Arturo Perez
B a d ill ti al b ft t
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Brands will move rom unctional benefts to
creating an ecosystem o experiences that
holistically surround the consumer in a world o
shared values.
This ecosystem must be in service o the
consumer to make their lives better, easier, & more
interesting or the brand to survive, let alone thrive.
Brad Hiranaga & Dom Alcocer
We as a team hope this wish o having ree
internet or everybody by 2016 become true not
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internet or everybody by 2016 become true, not
because o the un and conectivity it will bring, but
because is time or humanity to start giving the
same opportunities or everybody.
Internet is maybe the one thing that can give every
human being the chance to fll themselves with
knowledge, 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 ree, or a world that needs to evolve.
Tone Angsund & Javier Graa
Catia Domingues & Lauren Hom
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The world moves thanks to all the creative minds
behind the progress. And the world is not going
to stop. When you live in the industrialized world,
where dierentiation is the key, creativity has
a determinant role. Creativity is everywhere, in
everyone o us, and the uture belongs to thosewho take advantage o this crisis/opportunity.
Companies are no dierent!
As global sourcing abounds, product margins will
be under threat and the value will reside in the
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be under threat and the value will reside in the
brand. And, as brands become ully transparent
(and vulnerable) due to the prevalence o social
media, all CEOs will come to see the imperative o
doing great marketing to drive both the value and
the overall health o their companiers. They will be
more involved in marketing and insist on a working
relationship with their agencies.
Jocelyn Berthat & Lucy Farey-Jones
All CEOsare enlightened
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In our uture connected world we will no longer
rely on our skills and specialties. The constant will
be the people around you, the talent they share
and the power o our network.
Sara Tate & Gemma Greaves
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Time = money. Bullshit. Ideas = money. The best
ideas can come rom sitting on the toilet or going
or a run. Clients need agencies or their unique
ability to problem solve and provide resh thinking
to their business challenges.
We propose a new model where agencies are
paid or their ideas not or the time they spend
generating them.
Jun Jek Low & Jay Morgan
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Its 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-powerull boss. More than just
another person to sell to. The one that you need tobe truly interested in and to truly serve.
Veronica Leito & Pedro Porto
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By 2018, all the world around us will be controlled
by our minds - devices, cars, houses, working
proccesses. Everything will be based on the
persons social graph data - which is amazing
or 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 oer
a product answer to the demand.
Anya Korzun & Svetlana Baranova
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Your phone connects to an api that establishes the
best time to wake up in unction o the meetings
and the amount o hours you slept this week.
The ridge checks the weather to decides whats
best or breakast. The garage door opens as you
get closer. The car knows what music to play in
unction o your mood...
What would advertising would look like?
Luca Gonnelli
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Everything will be virtual and everyone will be
connected. Consumers brain capacity will remain
but the connection among people and devices will
work as a super brain, capable o getting every
inormation and change the world surrounding.
They will be augmented, they will become superhumans.
Felipe Franco & Bla Szab
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Connectivity breaks barriers, rom country tocountry, human to nature and man to technology.
A breakthrough in the interpretation o all
languages, rom codes to whales, allowing people
to communicate more closely becoming one and
all. Moving rom six degrees o separation to two
(at the most).
Mariella Soldi
Isabella Falco
Monica Perez
Manuel de la Torre
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Technology will reach a point where we can enjoy
a level o interaction that ulflls the nuances o
the creative ow that priorly was best enjoyed
only physically. Augmented reality is key here.
Everything will happen in the cloud as a seamlesslystream o input rom all involved.
Raphael Barreto & Alex Brunori
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Consumable dreams will be the hottest narcotics.
Psychopaths become millionaires selling their
subconscious. Stimulating the sleeping body
to inuence dreams is a new and signifcant
concentration in college.
Sthean Ko & Tang Wenen
Robots are getting better each day in
understanding human emotions. Even better than
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people themselves.
The creative robot HI2022 developed by Hyper
Island wins frst Titanium Grand Prix or Coca Colas
Olympic campaign.
HI2022 is well known or coming up with great
insights and writing great maniesto copy. HI2022s
are coming to an agency near you. Very soon.
Miron Mironiuk & Sami Basut
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70 71Manchester Hyper Island Masters Program students #wearehyper12
By 2020, memories will be easy to store and share
through a dreamlike process.
Flying cars mean less trafc on streets, which
means people meet more oten in the real world,
t j t i t l A i ith li t S ith
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not just virtual. Agencies with clients. Sons with
mothers. People with people. And 3D driving will
bring a lot more un to mobility.
Hanyi Lee & Andris Rubins
The war has already started. It is just waiting to be
joined. And the destruction will lead to innovation.
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Shawn Gauthier
Digge Zetterberg Odh
Brian Hurley
Shunsuke Kamata
Inormation is killed. People lose their profles
and access to digital cash. Chaos ensues.
Digital security becomes our leader.
Nerds rule the Earth. And peace movements beginto unite a world without borders.
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76 77Alexander Winsauer & Julien Delatte
Brands will create religion or themselves and go
out and search or believers. Once they get them,
they are hooked. The younger generation wont
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
fght or their brand position.
This is when the branded religion wars will
dominate the earth.
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Hyper Island
250 Hudson Street
New York, NY 10013
http://hyperisland.com