This presentation was given at Cannes Lions by Leesa Wytock, VP of Digital in Jack's New York office.
Text of Invisible Technology: Jack @ Cannes 2014
THE BRAND EXPERIENCE APPROACH INVISIBLE TECHNOLOGY + THE CREATIVE OPPORTUNITY
"ANY SUFFICIENTLY ADVANCED TECHNOLOGY, IS INDISTINGUISHABLE FROM MAGIC. ARTHUR C. CLARKE
WEVE ALL COME ACROSS RAGE-INDUCING TECHNOLOGY
HEALTHCARE.GOV
WEVE ALSO ALL HAD EXPERIENCES OF TECHNOLOGY THAT ARE VERY DIFFERENT WHERE THE TECHNOLOGY WORKS SO SEAMLESSLY WE DONT EVEN KNOW ITS THERE.
ZIPCAR ARE THEY A TECHNOLOGY COMPANY? OR A CONSUMER COMPANY?
Zipcar TECHNOLOGY WOULD BE CRITICAL TO ITS SUCCESS, BUT CUSTOMERS WOULD ONLY NOTICE THE TECHNOLOGY IF IT FAILED. IF IT WORKED, THEY WOULD JUST SEE A GREAT EXPERIENCE.
FROM GOOGLE TO UBER, YOU DONT SEE THE TECHNOLOGY. YOU DONT UNDERSTAND THE ALGORITHMS. YOU DONT HAVE TO. YOU JUST FEEL HAPPY THAT ITS SOLVED A PROBLEM AND MADE YOUR LIFE BETTER.
THE AVERAGE MILLENNIAL CONSUMER SWITCHES SCREENS 27 TIMES PER HOUR. GREAT EXPECTATIONS
THE BRAND EXPERIENCE APPROACH WE LOVE THE TECHNOLOGY WE DONT EVEN KNOW WERE USING.
ITS ALL ABOUT THE EXPERIENCE [Those who use technology] to solve basic human problems with greater speed and simplicity than those who came before will profit immensely. Those who lose sight of basic human needs and try to come up with the next big idea will have problems. EV WILLIAMS
INVISIBLE TECHNOLOGIES WE LOVE (AND WHY) 7 1. TOUCH SURFACES 2. SECOND SCREEN 3. DATA 4. CLOUD CITY (NO NOT WITH LANDO) 5. CONTACTLESS CONNECTION 6. ENHANCED REALITY 7. MAKER CULTURE + COMMUNITY
TOUCH SURFACES BRING US ONE STEP CLOSER TO CONTENT 1
UBI
BECKS
HERTZ 24/7
SECOND SCREENS: TAPPING INTO A NATURAL BEHAVIOR 2
SAMSUNG
COTTON 24 HOUR RUNWAY SHOW
SWEEPER APP
BIG DATA: ANALYZING TODAY FOR BETTER EXPERIENCES TOMORROW 3
BRITISH AIRWAYS
GOOGLE MAP GALLERY
PRISM SKYLABS
NEXT GEN CLOUD SERVICES: CREATING A COMMUNITY 4
CAROUSEL
DROPCAM
THUNDERCLAP
CONTACTLESS CONNECTION: NEW POSSIBILITIES INSTANTLY 5
It is not that wearables are shaping new trends, but that new trends are shaping wearables. New devices will be expected to learn when consumers dont want to look at their phones WILL SEYMOUR FUTURE FOUNDATION ESTIMOTE
FIREFLY
DISNEY
ENHANCED REALITY: TAKING EXPERIENCES TO THE NEXT LEVEL 6
PEPSI
SHIRE
MAKER CULTURE: HARNESSING THE BEST + BRIGHTEST AND LATEST + GREATEST 7
MINK MAKEUP
TWO BIT CIRCUS
JACK LABS
FUTURE OF INVISIBLE TECHNOLOGY + AGENCIES
IF THE BEST TECHNOLOGY IS THE ONE YOU NEVER SEE, WHAT DOES THIS MEAN FOR DIGITAL AGENCIES? Is is the agency of tomorrow the human agency ?
FUTURE OF TECHNOLOGYIs Invisible. Seamless. Incredibly intentional. Creatively exciting.
