Hyper Island Future Book

8/22/2019 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

Documents

Hyper Island Future Book