1) This being the year of the first reality show-inspired presidential election—the speed to market for fact versus feeling is being put to the test. Regardless of truth, how you make people feel sways the opinion. For voters and marketers alike. Tell a good story, and the truth will eventually follow, but then probably ignored. “Idiocracy” is not that far from reality.
2) LOVE the BBC Channel 4 Paralympics work. Brilliant idea with a brilliant strategy, and stunning execution of that idea. Hooray for the long format content advert. A big platform idea that makes you feel something. A piece of communication that seeds intent. I’m more excited for this event than the mainstream Olympics.
3) For 2016, I think it’s yet to come. A huge fireworks display of both entertainment and advertising that will culminate in November and make this year’s presidential election one for the ages. America’s very first reality show presidential election. Which team are you on? America-ninja-bachelor-apprentice-wife-swapping-warrior. That, and surely of course— PokemonGo!
4) It’s not a crystal ball. It’s called an iPhone. And whether it’s AR Pokemon Go, a Trump vs. Hillary fact check app, a long format video—or binge watching the latest amazingly produced murder mystery miniseries—it’s all served to you without any technology to get in the way. Exactly what you want, when you want—without you even asking. That’s the wonderful, but scary part—WITHOUT YOU EVEN ASKING. Layer on to that the new reality of the consumer landscape, a soon to be fully poly-cultural world—and there you have the immediate future.
5) As we are starting to lengthen the gap between fact and fiction, there is a need to consume or digest content that balances out all the craziness/seriousness in the world. Content that makes us feel a little less heavy hearted or the weight of the world. I’d like to see a trend back towards a bit of humor and a laugh at ourselves, or better yet someone or something that is well-deserving. Can we let ourselves have a little fun? Again—the Paralympics work is a shining example of that. Something that addresses the new world total market audience.
6) Not so much tech, or software, or equipment—but actual people. Humans who see ideas for brands that go beyond advertising. New products. New entertainment. Humans who have ideas for brands that scare the shit out of brave clients, but in a good way. We are surely interested in the non-advertisement creative world. It’s almost like exploring space beyond our own minuscule existence.
