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This presentation was given at Cannes Lions by Leesa Wytock, VP of Digital in Jack's New York office.
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THE BRAND EXPERIENCE APPROACH
INVISIBLE TECHNOLOGY + THE CREATIVE OPPORTUNITY
"ANY SUFFICIENTLY ADVANCED TECHNOLOGY,
IS INDISTINGUISHABLE FROM MAGIC.”
ARTHUR C. CLARKE
WE’VE ALL COME ACROSS RAGE-INDUCING TECHNOLOGY
HEALTHCARE.GOV
WE’VE ALSO ALL HAD EXPERIENCES OF TECHNOLOGY
THAT ARE VERY DIFFERENT— WHERE THE TECHNOLOGY WORKS
SO SEAMLESSLY WE DON’T EVEN KNOW IT’S THERE.
ZIPCAR ARE THEY A TECHNOLOGY COMPANY? OR A CONSUMER COMPANY?
Zipcar
TECHNOLOGY WOULD BE CRITICAL TO ITS SUCCESS, BUT CUSTOMERS WOULD ONLY NOTICE THE TECHNOLOGY IF IT FAILED. IF IT WORKED, THEY WOULD JUST SEE “A GREAT EXPERIENCE.”
FROM GOOGLE TO UBER, YOU DON’T SEE THE TECHNOLOGY. YOU DON’T UNDERSTAND THE ALGORITHMS.
YOU DON’T HAVE TO. YOU JUST FEEL HAPPY THAT IT’S SOLVED A PROBLEM AND MADE YOUR LIFE BETTER.
THE AVERAGE MILLENNIAL CONSUMER SWITCHES SCREENS
27 TIMES PER HOUR.
GREAT EXPECTATIONS
THE BRAND EXPERIENCE
APPROACH
WE LOVE THE TECHNOLOGY WE DON’T EVEN KNOW WE’RE USING.
IT’S ALL ABOUT THE EXPERIENCE “[Those who use technology] to solve basic human problems with greater speed and simplicity than those who came before— will profit immensely. Those who lose sight of basic human needs and try to come up with the next big idea… will have problems.” EV WILLIAMS
BRAND EXPERIENCE PRINCIPLES
INVITE PARTICIPATION
USER-FIRST DESIGN DELIGHTFULLY
USEFUL INFECTIOUSLY
SHAREABLE BUILDS COMMUNITY
INVISIBLE TECHNOLOGIES WE LOVE (AND WHY)
7
1. TOUCH SURFACES 2. SECOND SCREEN 3. DATA 4. CLOUD CITY
(NO NOT WITH LANDO)
5. CONTACTLESS CONNECTION
6. ENHANCED REALITY
7. MAKER CULTURE + COMMUNITY
TOUCH SURFACES BRING US ONE STEP CLOSER TO CONTENT
1
UBI
BECK’S
HERTZ 24/7
SECOND SCREENS: TAPPING INTO A NATURAL BEHAVIOR
2
SAMSUNG
COTTON 24 HOUR RUNWAY SHOW
SWEEPER APP
BIG DATA: ANALYZING TODAY FOR BETTER EXPERIENCES TOMORROW
3
BRITISH AIRWAYS
GOOGLE MAP GALLERY
PRISM SKYLABS
NEXT GEN CLOUD SERVICES: CREATING A COMMUNITY
4
CAROUSEL
DROPCAM
THUNDERCLAP
CONTACTLESS CONNECTION: NEW POSSIBILITIES INSTANTLY
5
“It is not that wearables are shaping new trends, but that new trends are shaping
wearables. New devices will be expected to learn when consumers don’t want to look at
their phones”
WILL SEYMOUR FUTURE FOUNDATION
ESTIMOTE
FIREFLY
DISNEY
ENHANCED REALITY: TAKING EXPERIENCES TO THE NEXT LEVEL
6
PEPSI
SHIRE
MAKER CULTURE: HARNESSING THE BEST + BRIGHTEST AND LATEST + GREATEST
7
MINK MAKEUP
TWO BIT CIRCUS
JACK LABS
FUTURE OF INVISIBLE TECHNOLOGY + AGENCIES
IF THE BEST TECHNOLOGY IS THE
ONE YOU NEVER SEE, WHAT DOES THIS
MEAN FOR DIGITAL AGENCIES?
Is is the agency of tomorrow the human agency ?
FUTURE OF TECHNOLOGY Is Invisible. Seamless. Incredibly intentional. Creatively exciting.