THE FUTURE OF ADVERTISING:

Cannes Attendees Literally Write The Book On It

Publishers note: Every possible effort has been made to ensure that the information in this book is accurate at the time of going to press, and the publishers and authors cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the authors. Opinions expressed are those of the authors and do not necessarily represent the views of their employers, Hyper Island, or the Cannes Festival of Creativity First published in the USA by Hyper Island Press Copyright Hyper Island 2012 All rights reserved. Publisher Hyper Island 250 Hudson Street New York, NY 10013 http://hyperisland.com Special thanks to Social Print Studio

the future of advertising:

cannes attendees literally write the book on it

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. Its not high literature. But its 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.

About Hyper Island Executive

As the executive branch of 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 fueled by the philosophy of experiential learning: to approach problems in multiple ways, to reflect deeply, and to draw conclusions with an open, collaborative spirit. To learn more, visit hyperisland.com.

Hailey Vincent and Sam Dickson

In agencies, titles that divide types of 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 platform. Creative briefs will demand all-encompassing ideas that are not bound by media type.

In a few short years, all information will be stored in the cloud. It will be available for data storage, as well as, for software such as Photoshop and Excel. This imaginary cloud will control everything.

Laura Krahel & Ilenia Notarangelo

Data is ubiquitous - ideas are open source. Clients reward the best ideas with bounties. Agencies curate and proliferate.

Simon Bookallil & Garret Fitzgerald

10 11

I am part of 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

12 13

Connecting and sharing information with new technology is everybodys right. Free Wifi 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, face recognition, and other personalization technology will micro-target messages to individuals.

Corrie Frasier & Zoltan Havasi

16 17

A new service will appear to disconnect our generation from all social networks. This will allow rebooting of online life by submitting your digital identity number and requesting social disconnecting.

Franklin Ozekhome & Carolina Borges

18 19

Brand-sponsored pills with different themes that you take before you sleep for your preferred experience (eg. your rejuvenation brought to you by Aveda, energizing by red bull, romance by Durex, Happiness by Coca Cola)

Asa Marklund & Allison Curran

20 21

Mathias BIrkvad & Mette Ingemann

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 the clothes, and will recharge through solar panels woven into the fibers. 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.

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As natural resources become increasingly scarce, there will be stricter regulations on physical consumption. This will cause the rise of immaterial consumption as companies will turn to virtual products and services to keep their business going.

Christine Gs & Alexander Dewispelaere

24 25

THINK, DON'T 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.
Lauren Schuster & Vincent DHalluin
26 27

You will be able to activate your thoughts to communicate on all levels, whether for regular conversation, expressing feelings or sharing what youre truly thinking. For advertising, this technology will help brands to 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.

Camilla Wallander & Alua Imangaziyeva

28 29

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.

Charles Day & Rohan Banja

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iEye
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As we share everything in life through social media, so too will we share in death. e-Funerals curate ones lifetime of Tweets, photos, posts and videos which are then streamed to their loved ones who in turn can share, comment and TOGETHER celebrate the life of their departed friend.

Jenny McDowell & Carolyn Khoo

32 33

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

34 35

Its trendy to go on-line through the picture. But the picture is not sexy anymore. Use no mediators. Experience!

Tatiana Zubkova & Mielcarek Krzysztof

36 37

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.

Katie Jensen & Casper Willer

38 39

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 become tangible. 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.

Eddie Goldenberg Victoria Jane Gray Frederico Mattos Arturo Perez

40 41

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 the consumer to make their lives better, easier, & more interesting for the brand to survive, let alone thrive.

Brad Hiranaga & Dom Alcocer

42 43

We as a team hope this wish of having free internet for everybody by 2016 become true, not because 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 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 free, for a world that needs to evolve.

Tone Angsund & Javier Graa

44 45

Catia Domingues & Lauren Hom

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 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!

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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 social media, all CEOs will come to see the imperative of doing great marketing to drive both the value and the overall health of their companiers. They will be more involved in marketing and insist on a working relationship with their agencies.

All CEOs are enlightened

Jocelyn Berthat & Lucy Farey-Jones
48 49

In our future 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 of our network.

Sara Tate & Gemma Greaves

50 51

Time = money. Bullshit. Ideas = money. The best ideas can come from sitting on the toilet or going for a run. Clients need agencies for their unique ability 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.

Jun Jek Low & Jay Morgan

52 53

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-powerfull boss. More than just another person to sell to. The one that you need to be truly interested in and to truly serve.

Veronica Leito & Pedro Porto

54 55

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 for brands as they would be able to deliver their messages directly to the person as soon as he or she has a thought about a relevant need, and offer a product answer to the demand.

Anya Korzun & Svetlana Baranova

56 57

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 whats best 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?

Luca Gonnelli
58 59

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 of getting every information and change the world surrounding. They will be augmented, they will become super humans.

Felipe Franco & Bla Szab

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Connectivity breaks barriers, from country to country, human to nature and man to technology. A breakthrough in the interpretation of all languages, 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).

Mariella Soldi Isabella Falco Monica Perez Manuel de la Torre

62 63

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.

Raphael Barreto & Alex Brunori

64 65

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.

Sthefan Ko & Tang Wenen

66 67

Robots are getting better each day in understanding human emotions. Even better than people themselves. The creative robot HI2022 developed by Hyper Island wins first Titanium Grand Prix for Coca Colas Olympic campaign. HI2022 is well known for coming up with great insights and writing great manifesto copy. HI2022s are coming to an agency near you. Very soon.

Miron Mironiuk & Sami Basut

68 69

By 2020, memories will be easy to store and share through a dreamlike process.

Manchester Hyper Island Masters Program students #wearehyper12 70

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Flying cars mean less traffic on streets, which means people meet more often in the real world, not just virtual. Agencies with clients. Sons with mothers. People with people. And 3D driving will bring a lot more fun to mobility.

Hanyi Lee & Andris Rubins

72 73

The war has already started. It is just waiting to be joined. 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.

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Shawn Gauthier Digge Zetterberg Odh Brian Hurley Shunsuke Kamata

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Brands will create religion for themselves and go out and search for 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 fight for their brand position. This is when the branded religion wars will dominate the earth.

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Alexander Winsauer & Julien Delatte

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Hyper Island 250 Hudson Street New York, NY 10013 http://hyperisland.com