Notes: Creative Technology and You

Put on as part of FFWD: Advertising & Marketing Week 2013 James Stewart (Geneva Film Company / www.genevafilmco.com) walked us through where technology is heading and its impact on how we will connect with future clients and customers.

The session at FFWD 2013 was very inspiring and an excellent reminder of how creative companies should think about technology. The biggest takeaway was the notion that it doesn’t matter what the technology is but how you use it in new and inventive ways. Hack the technology to make it work for you and find ways to take your clients brand message to their market in meaningful and engaging ways that have not been seen before. Do what a creative company does: be creative.

Here’s our scribbles:

Advertising Has Not Changed

First and foremost, clients want us to tell them stories, they want to be engaged in new ways on new platforms. However, that doesn’t mean that content is a sidenote to the tech, content is still king. Technology may be changing and it may be changing at an increasingly rapid rate but great content is just as important as it’s ever been.

Everything is digital now

Even one of the the old classics such as newspapers can be grouped in the digital column since it can drive eyeballs to other digital platforms through advertisements, QR codes etc. Regardless of what people are saying  – it’s the platforms and the delivery mechanisms that are changing. The goal of advertising – engaging with clients and telling amazing brand stories isn’t and won’t change.

NBDB…Never Been Done Before
Clients will challenge us to do things never seen before but we should be also challenging ourselves to do this. Part of this is grasping the concept of disrespecting the impossible and hacking technology to tell better stories.

At this point James ran through some examples of cutting edge work and technology being re-worked to better connect with clients and potential clients:

3D Technology
It’s here now and it’s working. There are 40 million 3D sets in the US and Comcast is broadcasting a full slate of 3D content. He discussed why TV in general is still viable for marketing – case in point is the SuperBowl this weekend with 110 million viewers watching one event at the same time – that’s live eyeballs with no Tivos skipping commercials. 3D TVs are here here that require no glasses as well as tablets and mobile devices that display 3D media, again with no glasses required.

On the horizon we can expect 4KTV (at CES this year) and 8KTV which are essentially HD TVs on steroids – iPad retina displays but in TV form. We watched an impressive 3D demo reel but what struck me most was the example of 3D technology being hacked and reworked for the Pedigree Dog Adoption Campaign:

 

QR Codes
They shouldn’t just be thought of as a quick link to your website. The example we saw was the brilliant Muppet-themed campaign for Band-Aid. Kids put on the Band-Aids, then scan it and various Muppets came to life. I thought it was a really smart take on it and I loved the tagline at the end as the kids are interacting with Kermit, Miss Piggy and Gonzo and having a great time doing it: Should we remind them that they’re hurt?

 

Google Glasses
Looks like we are very, very close to augmented reality for everyone. We viewed the
Google Glasses video that I’m sure a ton of you have already seen. If not, you can check it out:

 

Gesture-Based Interactivity
The first example we viewed was a 3D game developed for theatre audiences to showcase “bumping” or content sharing between multiple Samsung Galaxy S3 devices. It looked like a very cool and thoroughly engaging experience:

 

The other example we saw was Leap Motion controller that will be released later this year. For roughly $80 you will be able to operate your computer with gestures controls and to be honest looks absolutely amazing. (Full disclosure we already have ours pre-ordered).

 

Hacking Pixels
There is something really powerful about a simple object being rebooted/repurposed to create an engaging experience. One example of this was the art created with Rubik’s Cubes by Cubeworks (http://www.cubeworks.ca) in the Distillery District.

Another was the pixel board made up of Chuck Taylor hightops for Converse’s Canvas Experiment. An interactive screen of 500 shoes as pixels, accompanying by servos and sensors results in a highly dynamic and engaging experience with the audience:

 

Artificial Intelligence
Siri is the first step, it’s not perfect but it understands what you mean, not just what you are saying.

GPS
When used effectively in campaigns, GPS technology enables us to not only know where our clients engaged us, but also when and for how long.

 

So to recap, James’ key points were:

Hack the technology to tell better stories, to do things that have never been done before.
Technology is NOT the next big thing. The big thing is what YOU do with the technology and how you engage your audience.

 

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