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THE FUTURE OF ADVERTISING:Cannes Attendees Literally Write The Book On It

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Publisher’s 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 2012All rights reserved.

PublisherHyper Island250 Hudson StreetNew York, NY 10013http://hyperisland.com

Special thanks toSocial Print Studio

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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 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. It’s not high literature. But it’s 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 THIS BOOK

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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.

About Hyper Island Executive

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Hailey Vincent and Sam Dickson

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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.

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Laura Krahel & Ilenia Notarangelo

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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.

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Simon Bookallil & Garret Fitzgerald

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Data is ubiquitous - ideas are open source. Clients reward the best ideas with bounties.

Agencies curate and proliferate.

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Amanda johnston-pell & Rob Belgiovane

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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

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Heather LeFevre & Erol Tekkanat

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Connecting and sharing information with new technology is everybody’s right.

Free Wifi is a global initiative to give everyone access to the internet – whenever, wherever.

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Corrie Frasier & Zoltan Havasi

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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

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Franklin Ozekhome & Carolina Borges

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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

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Asa Marklund & Allison Curran

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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

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Mathias BIrkvad & Mette Ingemann

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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 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.

Mathias BIrkvad & Mette Ingemann

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Christine Göös & Alexander Dewispelaere

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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.

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Lauren Schuster & Vincent D’Halluin

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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.

THINK, DON'T TOUCH.

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Camilla Wallander & Alua Imangaziyeva

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You will be able to activate your thoughts to communicate on all levels, whether for regular conversation, expressing feelings or sharing

what you’re 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.

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Charles Day & Rohan Banja

iEye

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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.

iEye

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Jenny McDowell & Carolyn Khoo

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As we share everything in life through social media, so too will we share in death.

e-Funerals curate one’s 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

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Olivier Grange & Charlotte David

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2037: A chip will be implanted inside people’s 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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Tatiana Zubkova & Mielcarek Krzysztof

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It’s trendy to go on-line through

the picture.

But the picture is not sexy anymore.

Use no mediators.

Experience!

Tatiana Zubkova & Mielcarek Krzysztof

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Katie Jensen & Casper Willer

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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.

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Eddie GoldenbergVictoria Jane GrayFrederico Mattos

Arturo Perez

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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.

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Brad Hiranaga & Dom Alcocer

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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.

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Tone Angsund & Javier Graña

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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.

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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 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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Jocelyn Berthat & Lucy Farey-Jones

All CEOs are enlightened

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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.

Jocelyn Berthat & Lucy Farey-Jones

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Sara Tate & Gemma Greaves

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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

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Jun Jek Low & Jay Morgan

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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

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Veronica Leitão & Pedro Porto

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It’s 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 Leitão & Pedro Porto

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Anya Korzun & Svetlana Baranova

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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 person’s 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.

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Luca Gonnelli

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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 what’s 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

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Felipe Franco & Béla Szabó

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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 of getting every information and change the world surrounding.

They will be augmented, they will become super humans.

Felipe Franco & Béla Szabó

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Mariella SoldiIsabella FalcoMonica Perez

Manuel de la Torre

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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 SoldiIsabella FalcoMonica Perez

Manuel de la Torre

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Raphael Barreto & Alex Brunori

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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

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Sthefan Ko & Tang Wenen

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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

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Miron Mironiuk & Sami Basut

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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 Cola’s

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

70Manchester Hyper Island Masters Program students #wearehyper12

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

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Hanyi Lee & Andris Rubins

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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

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Shawn GauthierDigge Zetterberg Odh

Brian HurleyShunsuke Kamata

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Shawn GauthierDigge Zetterberg Odh

Brian HurleyShunsuke Kamata

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.

76Alexander Winsauer & Julien Delatte

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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 won’t

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.

Hyper Island250 Hudson StreetNew York, NY 10013http://hyperisland.com