Embracing Technology is to create experiences…
A common theme in Cannes over the past couple of days is how Creativity has greatly expanded into experiences.
“Embracing technology is to create experiences”
The Future Gazers was a fascinating way to spend 90-minutes, taking us through several key pieces of Tech that will have a great impact on the industry in the coming months and years.
Adobe predicted that immersive experiences will be key in the next few years; adoption of AR will increase exponentially as it gets embedded in every OS over the next 18 months, giving every single person on the planet with a phone access to pro-design tools. AI will be a core part of the product and Voice will become more prominent as it becomes an input into the creation process, freeing people’s time to focus on Creativity without the Tech.
Armando Ortiz, VP & Partner Mobile and Extended Reality (XR) explained how XR will change the way people learn, play and shop with 5G becoming the norm in all major cities by 2020. As a result, consumers will expect to experience a product before they buy it. Not having an XR experience would be like not having a product on shelf; it will fundamentally affect what consumers anticipate from a brand. Houzz is pioneering this for interior design and is an example of how its popularity will grow into other areas.
The common theme across all agendas was raising consumer expectations and making it easy for people to have access to sophisticated solutions in an intuitive and empathetic way.
Google Creative Lab (New York) won the Design Lion on Monday night for their “Creatability” case, a tool that brings creativity to an audience that is traditionally shut out. It’s an open-source platform which makes this case even more significant and meaningful.
In the Palais, Google explored how design thinking can become design feeling starting with the question; what should it feel to hold Google in your hands? In their opinion, Google is human; optimistic and daring — how do they turn that into a design language?
- Human: Simplicity of form and interaction
- Optimistic: Makes you smile
- Dare: To do the unexpected
They recognise that to design for the future, it takes a deeper understanding of people and intuition — what a human knows before they have time to analyse
“Most of us think of ourselves as thinking creatures that feel, but we’re actually feeling creatures that think.”
As I touched upon yesterday, brand is now about shared values with the consumers; your brand experience is the added value you give a consumer. Mastercard is a true example of this — they have created a multi-sensory brand across many touchpoints, so much so that in the recent brand refresh they dropped Mastercard from the logo and still 80% of people could recognise the brand through its auditory identity. They have created an olfactory identity through Michelin partnerships, The Priceless Partnership and The Taste of Mastercard. Their next project is Touch.
To realise experience beyond exposure we need to have a deeper understanding of people, understanding their motivations and behaviours to drive a connection between brands and consumers.
Mikiko Nishihara, Business Producer, dentsu X
