THERE IS

MAGIC IN THE

FUTUREInsights from the

TED panel

THERE IS MAGIC IN THE FUTURE

TEDcamE To caNNEs

and brought Technoillusionist Marco Tempest.

He revealed the three elements of magic.

IF yoU waNT To TEll

MAGICAl SToRIES,

you better understand magic.

THERE IS MAGIC IN THE FUTURE

magIcIaNs aRE THE

oRIGInAl EARly-

ADopTERS.

Like magicians, advertisers can benefit by adopting new technologies

as quickly as possible. Remember what Arthur C. Clarke said: “Any

sufficiently advanced technology is indistinguishable from magic.”

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THERE IS MAGIC IN THE FUTURE

MAGICIAnS

UNdERsTaNd psycHology.

“Magicians know,” Tempest tells us, “that the brain is lazy.” They use

their knowledge of psychology to create an illusion. Advertisers need to

understand more than just wants and needs. Telling great stories requires

understanding how the brain absorbs and processes information.

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magIcIaNs kEEp

SECRETS.

But that doesn’t mean you should. Tempest makes illusions that

prototype the future, and he relies on partners and co-creators to do

it. Great advertising stories can be told by one person, but to create

magical experiences that help consumers envision a better future,

you need collaborators.

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THERE IS MAGIC IN THE FUTURE