Category Archives: Mobile

Cannes Lions 2017: From stories to experiences

Movies like Terminator, iRobot or Minority Report didn’t predict the future, the creators just opened up a new way of thinking within the realms of their scripting.

Similarly, as an industry, we advertisers pride ourselves on creativity and storytelling. We strive to create new ideas and worlds every day and communicate these through stories. Our stories get seeded online and then evolve amongst communities online and offline. They’re influenced globally by opinions and cultures, evolving and developing as multiple varieties from that one original core. The best stories transcend through the industry as ways of inspiring others.

But we must move beyond just stories. In today’s ‘post cinematic’ world we have so many new and exciting ways of creating, telling and sharing experiences; immersive mediums, alternate realities, cognitive and predictive data, connected and intuitive ecosystems. All of these things push the boundaries of storytelling, so why then, when for years we have successfully told linear stories, do we suddenly get ‘tech fear’ and limit ourselves at the hands of technology stressing over whether it’s been done?

This year I was honoured to be invited to judge the Cannes Lions mobile category and it was clear to me that when creativity and technology meet there are a few key trends emerging across the globe:

  1. Tech for tech’s sake is taking a back seat, FINALLY! The pioneers of converging an idea with the pace of life today are really doing their research to nail the killer insight at the heart of an idea, and you can see how this helps the idea evolve but not stray.
  2. That said, few are brave enough to state they don’t quite know what they’re doing (which is OK by the way as long as you are ‘doing’) and so stick digital and social amplification plasters over the cracks in an idea and talk about reach (I’m rolling my eyes now).
  3. Too many brands are quick to experiment but slow to adopt and scale, they come with an award in mind but lose sight of their audience in doing so.
  4. Very few have really, truly wrapped their minds around how to move from telling a story to putting their user at the centre of it to create an experience.
  5. Those brave enough to explore new terrain are doing so with a cause at the heart of it, which is empowering, I salut you.
  6. Ethics and morals aside for a moment, there’s still a ton of opportunity to just do really cool shit that leaves your brand emblazoned on the minds of those you want to buy your product.

Two words in most of the case studies and two that I hear every day are; Disruptive and Innovative. For me, true disruption emerges at the convergence of technologies, ideas and of course stories.

I was excited to see the bar is inching up, however there is a whole new world we can create through the next generation of stories and experiences that is currently untapped.

Whilst I love a good story, it’s definitely left me fuelled to continue to push for experiences, ones that make hairs stand on end, screeches escape mouths and eyes to well up, all of which happened in the jury room #justsaying.

Cannes Lions 2017

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What’s after WhatsApp

Now that Facebook has zucked up WhatsApp into their empire, many users of the service are looking to an alternative, it’s a question that came up again today in a meeting with a client so here’s a quick overview of some other cool services that can give you just as much, if not more;

1. Viber: Currently in use in 193 countries (so pretty much worldwide), this is similar to WhatsApp to adopt as it uses your mobile numbers to identify who from your contact list is a user. Once connected via the App you instantly message and away you go, plus you can also call your users so long as you’re connected to the Internet. In addition there are fun sticker packs and you can send doodles and short voice snippets, great meeting distractions!

2. LINE: Similar again but it registers your number to it’s database, so worth considering if you don’t like that. Otherwise much like Viber too in that if you’re connected you can also make calls to other LINE users and it gives you fun stickers and emoticons. There are over 300m users and it’s fast expanding into Europe with Spain being a top adopting country.

3. Skype: More popular for video calls, this service has been around for a while but let’s not forget that you can still use it simply for messaging too. The only added layer of intricacy is that you need to approve uses before you can start chatting, for me though, that’s a bonus!

4. Kik Messenger: Big at the moment in the US and Canada, and specifically with teens. You need to register with your email address, choose a unique name (much like Skype) but once up and running the app is a super simple messaging service, there are no calling capabilities but it’s growing fast with over 100m users already and funding secured to expand, so it’s one to watch.

5. KAKAO: This app is another up and coming that allows you to either message directly, or within groups, similar to WhatsApp, it’s totally free and despite the common misconception its’ only available in Asia, it is free to the whole world, yippee.

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Foursquare: The Facts

Foursquare was founded by Dennis Crowley and Naveen Selvadurai.

Foursquare is a location-based social networking website and game.

Foursquare is built primarily for smart phones.

Foursquare has more than 600,000 people checking in at this moment in time.

Foursquare grew more than 10% during one conference (SXSW). That hasn’t been done since Twitter.

Foursquare employ 16 people. The square root of 4 is 16… See what they did there?

If you want to know more, check out their blog.

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