BITE VOL1

HUMANISING TECHNOLOGY

Issue 21 | April 2016

MARKETING TRENDS AND AGENCY INTELLIGENCE

2-4 The digital touch: Subconscious ordering at Pizza Hut and Nike design Air Max for your

own personal style.

5-7 Transparency in the supply chain: The Body Shop’s big global goal and get the

cows-eye view of Waitrose.

8-10 Disrupt or be disrupted: Atom launch its app-only bank and Audi design the

showroom of the future.

TO GET YOU THINKING

11 Fuel your Imagination: Norse Attack Map is a real-time view of cyber-attacks

and Sonic Shakes invent the first milkshakes designed for Instagram.

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As his gaze followed the contours of her body, her skin became alive. Porcupine like spines moving fluidly under the direction of his stare... No this is not the sequel to Fifty Shades of Grey, but Caress of the Gaze, a 3D printed garment that can detect eye movement and respond with human-like behaviour. A SXSW Interactive Innovation Award finalist, this wearable technology makes an unseen connection between two people visible.

New technologies are learning to respond to physical and emotional behaviour in real-time. At their Innovation for EveryBody event in March, Nike announced plans to launch the HyperAdapt 1.0, an intelligent shoe that senses what the body needs and adapts the lacing accordingly. “Envision a world in which product changes as the athlete changes,” says Tiffany Beers, Senior Innovator at NIKE. The shoe is an embodiment of their 2016 strategy to unite sports, retail and technology around personalisation, anticipating the unique needs of every individual athlete.

The intersection between human and technology is a personal one. A host of virtual assistants are rapidly evolving to help us lead more blissful lives. Music and film streaming sites are constantly learning from our behaviours, leading us to discover new talent.

Retailers are building profiles to suggest new items that subconsciously match our preferred style. As this technology moves into the physical world, products will learn to read our body language and evolve as we unconsciously give out signals. The world will morph into one utopian vision that fulfils our own individual personal needs and preferences.

Read on for examples…

THE DIGITAL TO

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THE DIGITAL TOUCHTechnology gets personalBy Kara Melchers

26thMarch, Air Max Day

29 years of Air Max design

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NIKE DESIGN AIR MAX FOR YOUR OWN PERSONAL STYLE

Every year on 26th March Nike celebrates Air Max Day. 2016 marks 29 years since the launch of the original Tinker Hatfield designed shoe. As part of the in-store celebrations, Nike Town London revealed a new interactive display that scans a visitor’s outfit and designs an Air Max based on their personal style.

Key influencers were invited to a private launch at the London store. “I personally haven’t seen this technology before but damn if this isn’t a game changer…Nike have absolutely smashed it out the park,” shared kingoftrainers to his 129K Instagram followers.

Once the scanner has suggested an Air Max style the machine prints out a postcard with a web link to an online store where the shoes can be purchased directly. The activation is an extension of Nike’s global strategy to put personalisation at the heart of the brand.

Agency: R/GA, London

SUBCONSCIOUS ORDERING AT PIZZA HUTDo you struggle to decide which pizza topping to go for? Pizza Hut have

the answer. In partnership with eye tracking experts in Sweden, the pizza chain has created the world’s first subconscious menu. Restaurant goers are

presented with a digital menu displaying a selection of toppings. The technology is able to track eye movements and read the

subconscious preferences of the diner. Agency: Lexis, London

BBC INTRODUCE THE LOVE BUTTONThe BBC wanted to help their audience get more out of its services by

learning from their behaviour. The heart button is a new piece of digital functionality across the BBC online platform, including the iPlayer. It allows

users to show the BBC what they love and discover new programmes and services built on their bespoke likes. By suggesting content that matches

a viewer’s personal preferences the BBC are using technology to build relationships with their customers on a large scale.Agency: RKCR/Y&R, London

THERAFLU’S STREET THERMOSCANNERDuring peak flu season in Poland, Theraflu, GSK’s non-prescription

medicine, gave the people of Warsaw a tool to detect flu symptoms faster. The Theraflu Thermoscanner is the first outdoor ad that can check if you

have a fever using a live thermo camera. The technology makes the invisible visible by generating a ‘thermos selfie.’

Agency: Saatchi & Saatchi, Warsaw

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THE DIGITAL TO

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TRANSPAREN

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Most days I eat half an avocado for lunch (apparently the body can only absorb the nutrients from half of the fruit), organic of course, because this makes me a better person inside and out, right? Well, the avocados I bought this week came in a multipack of two, wrapped in plastic, all the way from Mexico. I have no idea about the working conditions of those who picked them, or the transportation process. It’s fair to say that most of us are blissfully unaware of the supply chain for most of the products we consume every day.

Last year Whole Foods launched their Responsibly Grown labelling. The system rates both organic and conventional produce, taking into account how farmers conserve energy and water along with other environmental and ethical factors like the treatment of workers. Rating food is difficult territory. Local food is not always good, and genetically modified food is not always bad.

Zady is a sustainability-focused fashion company known for its ethically-sourced clothing and accessories. Their moral stance reaches beyond the brand and out into the industry. On the website is a tool to help other fashion brands become transparent in their sourcing. A roadmap highlights the pain points of the textile industry, and an open-sourced set of guidelines give advice on sustainability and human rights.

From technology to flowers, customers are starting to hold companies accountable for the entire supply chain. Simplified and transparent processes appeal to consumers who are willing to pay more for ethically sourced items. As products become smarter, they themselves will educate customers on their journey to market. This will put more pressure on brands to reconsider the social and environmental purpose at the heart of their business.

Read on for examples…

TRANSPARENCY IN THE SUPPLY CHAIN How far did your lunch travel?

By Kara Melchers

18,900 minutes of live footage streamed

4.5mYouTube views

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COWS-EYE VIEW OF WAITROSE

Ever wondered if the cows that produced your Waitrose milk and cream are having a happy time grazing? The supermarket’s latest live ads showed customers exactly that. On 15th April Waitrose recorded footage of its free-range hens and cattle, which was aired on TV that evening. It was the first time a UK food retailer had streamed same-day live content in its advertising. Footage from three different Waitrose farms was also streamed to major outdoor advertising sites, showing beehives, rapeseed and views of the countryside. The campaign shows customers how well Waitrose animals are treated and reassures them of the quality of the food. “We’ve always been proud of where our food comes from, and the care and commitment our farmers and suppliers put into producing it. We have never compromised on quality, and never will

– but rather than telling customers what we do, we’ve decided to show them,” said Rupert Thomas, Marketing Director at Waitrose. The live ads were followed by a takeover on YouTube and a print campaign.

Agency: adam&eveDDB, London and Manning Gottlieb OMD London

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THE CLIPPER TRUTHFUL GREEN TEA SHOP Clipper pride themselves on their green tea being natural, fair and delicious.

To demonstrate why it tastes better than other green teas they opened a pop-up shop where customers could choose between Clipper and other less natural or ethical alternatives. Clipper don’t bleach their tea bags, add

artificial flavourings or use chemicals. They also support the producers and their families. It’s not surprising that customers still choose the brand over

the cheaper alternatives.Agency: Exposure, London

THE BODY SHOP’S BIG GLOBAL GOALIn 2016 the Body Shop turns 40, with a renewed global strategy to be the world’s most ethical and sustainable global business. The cosmetic brand

has always ensured their products are made from natural ingredients and are sustainably sourced. Now they are bringing this to the forefront of their

communications. The brand helps to protect 10,000 hectares of forest and enrich the lives of the communities involved in the processes. Enrich Not Exploit uses key influencers to tell this story.Agency: Another Word, London

HAPPY HENS LAY HAPPY EGGS Happy Egg knows honesty and a commitment to welfare are important to

their customers, so they created the Happy Trail, a digital tour of their free-range farm aimed at food lovers. The online experience is content-led, taking

visitors on a tour of the farm in short-form, interviews, photo galleries and blog posts designed to educate and give inspirational eggy dish ideas.

All while reinforcing brand’s welfare credentials that “happy hens lay really tasty eggs.” Agency: Nonsense, London

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DISRUPT O

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In 2020 more than ¾ of the S&P 500 will be made up of companies we haven’t yet heard of, according to Professor Richard Foster of Yale University. It’s a statement that highlights the speed of transformation to markets, and for companies currently on this list it’s pretty alarming.

We’ve already seen seismic industry sector transformation from the likes of Airbnb, Spotify and Uber. These companies are all starting to approach the 10 year milestone, having inspired a legacy of entrepreneurs on the way.

For existing companies it’s time to disrupt or be disrupted. Over the past two years, Under Armour has spent close to $1 billion buying and investing in health-tracking mobile apps. By doing so, the company has amassed the world’s largest digital health and fitness community, with 150 million users. The data they gather will inform everything from the development of new products to the analysis of global data. “Connected Fitness becomes a force multiplier that takes us from a shirts-and-shoes company to a true technology company,” says Kevin Plank, Under Armour CEO.

More brands need to join the revolution. Burberry has announced that starting September 2016 it will replace its current four runway shows with just two. They’re calling the new format ‘seasonless, immediate, and personal.’ “Our shows have been evolving to close this gap for some time,” said Christopher Bailey, Burberry CCO and CEO. “From livestreams, to ordering straight from the runway to live social media campaigns, this is the latest step in a creative process that will continue to evolve.”

What do all of these brands have in common? They have had the confidence to forge their own path, adapting business models that morph in response to consumer behaviour.

Read on for examples…

DISRUPT OR BE DISRUPTEDRe-defining your brand for the future

By Kara Melchers

£135m raised in capital to launch

1.4mAtom Bank logos

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ATOM LAUNCH ITS APP-ONLY BANK

In April, Atom Bank launched their app-only savings account for iPhone. The UK’s first bank designed for digital and optimised for mobile, Atom Bank is attempting to redefine a sector with huge trust issues.

Customers can log-in easily using voice or face recognition. The bank gives savers a peek into the future by predicting how much interest they’ll earn in months to come. Communication and transparency is at the forefront of their proposition, and they’ll give customers a little nudge when they need to do something with their account.

Co-founder Anthony Thomas, who also founded Metro Bank, aims to make Atom the world’s first telepathic bank, using data to understand customers and fully anticipate their needs.

New customers will receive their own unique Atom logo, making the app truly personal, and the UI is designed to make banking simple and transparent.

Agency: TH_NK, London

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AUDI SHOWROOM OF THE FUTUREAudi City is the showroom of the future. Using ground-breaking technology

and state-of-the-art media facilities, visitors can experience the entire Audi model range, right in the centre of a busy city. This includes several hundred

million possible configurations, including all colours, equipment/trim options and functions, all within a limited space. Customers can use smart

screens to design their dream car, which is then rendered and projected 1:1 on digital screens in the store. Initially launched in Beijing, stores can now

be found in Berlin and London.Agency: SapientNitro, London

UNIVERSAL MUSIC PLATFORM TO SCOUT NEW TALENTUniversal Music needed to become more relevant to unsigned artists in

a digital age, and make sure they didn’t miss out on the most promising talent. Spinnup is a platform for unsigned artists that enables them to

publish music on Spotify, iTunes and other online platforms. Dedicated scouts from Universal Music support, promote and sign the best talent.

Spinnup currently operates in Sweden, UK and Germany. Last year, Model Aeroplanes were the first UK band to sign to Island Records

through Spinnup.Agency: Oakwood, Stockholm

PAYPAL TELLS ‘OLD MONEY’ TO GET LOSTPayPal looked to stake a claim as the new kids on the old money block with

its first Super Bowl ad. This ad is cut together like a music video, to the sound track of Demi Lovato’s hit Confident. “This is more than just a commercial for us,” said PayPal marketing chief Greg Fisher. “It’s a moment to reintroduce

ourselves to the world.” The spot was supported by PR activity where travel vlogger Steve Booker was set the challenge of travelling pole to pole to demonstrate that PayPal is the fastest, safest way to pay for all kinds of

products and services worldwide.Agency: Crispin Porter + Bogusky, LA and Edelman, London

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FUEL YOUR IMAGINATION: find inspiration beyond marketing

Zaha Hadid Architects has unveiled its first building since the death of its founder, a new maritime terminal for ferries and cruise liners in Salerno, Italy.

http://bit.ly/1T41ilK

An outdoor designer crazy golf course will take over London’s Trafalgar Square this year if funding is reached.http://kck.st/1rsAiqh

Jason Chen creates movement by weaving multiple photographic images into one.http://bit.ly/235y6QO

The Norse Attack Map is a real-time view of cyber-attacks taking place across the globe.

http://bit.ly/1NVJB7t

Painter Peter Zimmermann has been experimenting with colour and reflection on the floor of his latest exhibition ‘Freiburg School,’ at the Museum für Neue Kunst in

Freiburg, Germany.http://bit.ly/1VU5cnw

Sonic Shakes invent the world’s first milkshakes designed for Instagram, ordered through Instagram. #SquareShakeshttp://bit.ly/1T41ilK

ART

FOOD

PHOTOGRAPHY

TECHNOLOGY

ARCHITECTURE

DESIGN

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Image: Bernhard Strauss, © VG bild-kunst, bonn 2016 Image: Paradigm Gallery + Studio Image: Hélène Binet

Image: tristanmarcgraham.com Image: map.norsecorp.com Image: : London Design Festival

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