BITE VOL1

HUMANISING TECHNOLOGY

Issue 20 | March 2016

MARKETING TRENDS AND AGENCY INTELLIGENCE

2-4 Yeezy does it: #YOUCANMAKEIT with a Pottative Noodle attitude and Libratone’s 360°

music video shot by fans.

5-7 Who I am, not what I have: Topman connects through co-creation and French

Connection #justcanthelpmyselfie.

8-10 Step up and get involved: First News opens up the world to young minds and IBM

channels Big Data to help the environment.

TO GET YOU THINKING

11 Fuel your Imagination: Google launches a music lab on their Chrome

browser and Nike unveils the self-lacing HyperAdapt 1.0 sneakers.

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Kanye West once said, “My greatest pain in life is that I will never be able to see myself perform live.” As controversial as the man may be, he knows a thing or two about promotion. Moving from Nike to adidas in December 2013, Kanye has been given more creative freedom, a smart move as his Yeezy Boost fashion line notoriously sells out in minutes. Much of the success can be contributed to Kanye’s own hype and celebrity network. He’s integrated the brand into the fabric of everything he does, including his music. The New York Times wrote about Fashion Week “The show of the day is, without question, Kanye West’s. A lucky few thousand will pack Madison Square Garden to see his latest Yeezy collection and hear the premiere of Mr. West’s new album.”

To recognise the most creative collaborations within the music industry, Cannes Lions 2016 has introduced a new category – the Entertainment Lions for Music. “As the branded space integrates with entertainment, a Lion will be as important as a Grammy, Oscar or Emmy,” said Josh Rabinowitz, SVP and Director of Music at Grey Worldwide.

Brand collaboration is more than putting a face to a brand in exchange for some cash. Last month Gwen Stefani partnered with retailer Target to film the world’s first live music video during The Grammy Awards ad break. Pre-sales of the new album at Target surpassed her label’s expectations and the activation boosted Target’s social output, with the brand’s Facebook Live Campaign hitting over 3 billion media impressions.

The coming together of brands, agencies and entertainment companies is about elevating content into the cultural mainstream, breaking new creative boundaries and achieving commercial success for all parties.

Read on for examples…

YEEZY DOES IT

YEEZY DOES ITPutting music at the heart of your brandBy Kara Melchers

3.5M+views on YouTube

12.5M views via the Daily Star

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YEEZY DOES IT

COME WITH A POTTATIVE NOODLE ATTITUDE

Pot Noodle’s new campaign #YOUCANMAKEIT launched with a spot about a young lad who dreams of success in the boxing ring. ‘Ring Lad’s’ big moment needed a big galvanising song that would resonate with the Pot Noodle audience. In keeping with their ‘you can make it’ messaging the brand gave rising stars Raylo the opportunity to create something massive. And they did. The song they produced was so good that it won them a record deal.

With further help from the brand they made a music video, with no noodle branding, which went on to achieve millions of views and showed the Pot Noodle audience that it is possible to ‘make it.’

Pot Noodle is the UK’s number one instant hot snack. It’s also one of Britain’s most iconic brands. But over the years, it had become associated with ‘slacker’ culture. While this had worked brilliantly for previous generations, it was out of touch with today’s 18-24s.

Rather than associate the quick and easy preparation with laziness, the brand flipped it to be about saving time. Perfect for the go-getting generation.

Agency: Lucky Generals, London

CLINIQUE PLAY WITH POP SINGER ZARA LARSSONClinique collaborated with pop singer Zara Larsson for their latest lipstick

campaign. PlayWithPop.com lets the viewer move between four different versions of her song Lush Life. Each version celebrates a different make-up

look and alternative remix of the song to match. Released to the music press first, the work is pitched as an interactive music video, and is the first of its

kind to run on a smartphone.Agency: W+K New York

BIEBER HELPS ADIDAS LAUNCH NEO TO A NEW AUDIENCETo help launch NEO to an audience of music fans who don’t watch TV, adidas

created 12 interactive short films that personify a different aspect of the #liveyourstyle philosophy. Clicking on the videos will bring up all the adidas

NEO label clothing featured on the models, and offer the chance to purchase each item or like it on Facebook. To help build their fan base NEO partnered

with Justin Bieber & Selena Gomez on two further interactive lookbooks.Agency: North Kingdom, Stockholm

LIBRATONE’S 360° MUSIC VIDEO SHOT BY FANSLibratone approached British drum & bass act SIGMA to write a new track

inspired by the symbol of the Danish speaker brand – a nightingale. Their new 360° speaker, designed to be put in the centre of a room, formed the

concept for the music video. Fans around the world were asked to pitch their ideas for things to do whilst listening to the track. Chosen ideas were filmed

with a 360° camera, which was placed on top of the speaker. The end result is “Nightingale” - a world-first 360° interactive music video shot by fans.

The track was commercially released and added to SIGMA’s debut album Life.Agency: Antidote, London

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YEEZY DOES IT

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WH

O I AM

, NO

T WH

AT I HAVE

What’s your current status update? Before Facebook came along the word ‘status’ was solely defined as one’s relative social or professional position. Nowadays it can be anything that’s on your mind. Still, every time we post into the little box at the top of our Facebook feed we’re essentially defining our place within society.

In affluent culture, status is one of the primary drivers of consumer behaviour. It’s not about one’s possessions; Gen Z and Millennials deal in ‘social currency,’ placing more importance on the experiences they have and the people they’re connected to. Advanced mobile technology makes it possible to update your followers from pretty much anywhere in the world. These days if a moment isn’t captured on camera, it’s almost like it didn’t happen.

Live streaming site YouNow is a new platform for budding performers to broadcast themselves to a global audience. Members can pay to interact with their favourite personalities in real-time. Musicians can collaborate with fans on new lyrics, or sing personalised songs. This interaction is what sets YouNow apart from other live streaming services. It appeals to a generation who want to feel connected.

Young people want the tools and opportunity to show off their own creativity and grow their cultural currency. For brands to connect with this ambitious customer, they must put their own egos aside and find new ways to put them in the spotlight.

Read on for examples…

WHO I AM, NOT WHAT I HAVE Providing tools for status-seekers

By Kara Melchers

178K+ views of the hero music video

1.4MTwitter uniques

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O I AM

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TOPMAN CONNECTS THROUGH CO-CREATION

Topman have invested heavily into understanding their audience. Mainstream young guys are interested in content that entertains them and taps into existing conversations. They want brands to acknowledge their creativity, not share niche fashion content they can’t relate to.

TopmanTV aims to publish content that isn’t just reporting on youth culture, but creating it. #Openshoot established a collaboration between the audience, Topman and vocal artist Ghostpoet. Young creatives were asked to submit films expressing their ideas, experiences and passions. The videos were then used in the new music video for Ghostpoet’s single: ‘X Marks the Spot’.

Last year to promote Nick Grimshaw’s collaboration with Topman, and hero a t-shirt inspired by his dog doodles, the fashion brand built a Facebook app allowing users to create their own pet portraits. Each day one winner was chosen to have their drawing printed onto a t-shirt.

Through collaboration Topman have been able to connect with their audience in a way that’s in tune with their existing attitudes and behaviours.

Agency: Livity, London & Uber Agency, Sheffield

FRENCH CONNECTION #JUSTCANTHELPMYSELFIE To launch the new collection, French Connection invited their customers

to play the part of stylist, model and photographer for their latest fashion campaign. Using the Regent Street store windows, one of the best outdoor sites in the world, the popular retailer created an activation that would

capture the attention of passing shoppers. The campaign invited customers to take selfies in a specially designed in-store booth. The images were then

broadcast to the store windows and via social media, where the public could vote for their favourite and crown the king and queen of the selfie. Agency: Somewhat, London

SHARE YOUR #MYCALVINS STORYRepresenting the intersection of fashion and music, Lara Stone and Justin Bieber shared their #MyCalvins story with 157 million followers. Fans were

then encouraged to share their own #MyCalvins images, with the best ones being re-posted on the Calvin Klein homepage. 5.3 million fan impressions

appeared within the first six hours of the launch. The same afternoon, Calvin Klein was #1 trending on Twitter in 28 countries. In the 24 hours following the launch Calvin Klein gained 159.2k new social followers. Agency: Wednesday, London

BEATS BY DRE IS STRAIGHT OUTTA COMPTON To promote the release of Straight Outta Compton, star of the film Dr Dre

and Beats headphones used a ‘meme generator’ to attract 4 million fans. The launch of the online tool enabled users to fill in the blank on the

“Straight Outta...” and attach a photo to share with followers on Facebook or Twitter. Several celebrities got involved in the campaign including

Jennifer Lopez who posted ‘‘Straight Outta The Bronx.’’ Agency: R/GA, London & North Kingdom, Stockholm

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WH

O I AM

, NO

T WH

AT I HAVE

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STEP UP AN

D GET INVO

LVED

Step up and get involved, the country needs you. These were the closing words of Barack Obama’s keynote conversation at SXSW Interactive 2016. During the hour-long discussion the President spoke about using technology to the solve issues facing Americans today. He called on the skills of tech leaders and private industries to help find technology and communications solutions to make society easier, safer and more transparent.

People often trust brands more than governments. ‘Project Superbrand: 10 Truths Reshaping the Corporate World’ is a report from Havas Worldwide to understand how the movement towards corporate social responsibility has evolved since 2007. “There is the increasing belief that companies have a responsibility to make everything better,” said Tim Maleeny, Havas Worldwide CSO. “Customers think: ‘I don’t really believe the DMV will help my car issues, but I think Tesla would’.”

Imagine if all brands were striving towards the same goals. In September 2015, the United Nations launched Global Goals. Founded by filmmaker Richard Curtis, the ambition is to make the 17 UN goals famous and push for their full implementation worldwide. “Being famous is absolutely necessary to ensure that [the goals] are implemented,” said Cristina Gallach, UN Secretary-General for Communications and Public Information. To spread the word and set an example the UN has reached out to brands, asking them to commit their support.

The overriding message is that we all have a responsibility to use our individual skills to tackle some of the biggest global challenges. By working in collaboration, tech and business leaders can use their influence and insight for social good, and help design new ways of getting the general public engaged with bigger societal issues.

Read on for examples…

STEP UP AND GET INVOLVEDObama’s rallying cry for united social responsibility

By Kara Melchers

20,000 school subscriptions

2M7-14 year old readers per week

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FIRST NEWS OPENS UP THE WORLD TO YOUNG MINDS

In February, First News, the award-winning weekly national newspaper for children aged 7 to 14, launched iHub. This new digital literacy tool enables children to learn through current affairs. It gives young people the opportunity to discover what’s happening in the world, whilst also developing their reading and writing skills. The hub lets children safely explore the stories they’ve seen in the newspaper and allows them to interact with debates and puzzles.

First News attracts over two million readers every week. Experienced journalists provide insightful and vibrant articles on a range of subjects including entertainment, politics, sport and science, as well as all major news stories from the UK and around the world. The publication helps this younger generation build awareness, empowering them to make informed arguments.

Teachers can access a dashboard to assign stories and set up class tasks, which the children can then complete at home or school. The iHub tool helps children practice vital skills, and rewards them with badges.

Agency: Rawnet, Berkshire

STEP UP AN

D GET INVO

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IBM CHANNELS BIG DATA TO HELP THE ENVIRONMENTGreen Horizons is a global initiative to help improve humanity’s relationship

with the environment, supporting cleaner air and increasing the use of renewable energy. IBM combines the power of the Internet of Things,

Big Data and cognitive computing to analyse environmental data from thousands of sources to create accurate, self-configuring weather and

pollution forecasts. This allows city planners and utility companies to model a cleaner and more sustainable future. An event was hosted in London

to demonstrate how revolutionary this tool can be.Agency: Havas Helia, London

PEARSON’S GLOBAL LITERACY PROGRAMMEProject Literacy is a global campaign founded and convened by Pearson,

the FTSE 100 publishing company, dedicated to building partnerships and driving action that puts reading and writing within everyone’s reach.

Pearson wanted to create a campaign that would raise awareness of the scale, severity and consequences of illiteracy. To push illiteracy higher on

the political agenda, and for the United Nations to make a target within the sustainable development goals that by 2030 no child will be

born at risk of illiteracy.Agency: FCB Inferno, London

ANDROID ENCOURAGE US TO BE TOGETHER. NOT THE SAMEAt a time when the world seems to be filled with so much hatred and tension

between different people, countries and cultures, Android wanted to remind us of the power and beauty of being together, not the same. Their new campaign tells the story of three unlikely friends – rock, paper and scissors.

Traditionally known for fighting each other, in this animated tale they come together and use their differences for good. Agency: Droga5, New York

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FUEL YOUR IMAGINATION: find inspiration beyond marketing

As part of its 100th anniversary celebrations, BMW has unveiled the Vision Next 100 concept car. The traditional dashboard has been replaced with an augmented reality display, while the windshield

can also be used for entertainment when the car is in “Ease” mode.http://bit.ly/1YBUD7d

Google has launched a Music Lab on its Chrome browser. A series of experiments that let anyone explore how music works. It’s a collaboration between musicians and coders, built with the freely available Web Audio API.http://bit.ly/1Tt4b51

Potential investors have been found for Kazakh architect Aibek Almassov’s conceptual tubular glass house, which would enclose a mature fir tree at the centre.http://bit.ly/1nWXict

Markus Henttonen’s ‘To Be On View’ is a series of crowded beaches photographed from above. From a distance these photographs are

like paintings. With a closer look you are able to see everything that’s happening in the packed holiday environment.http://bit.ly/1ewFsdF

Nike unveils the self-lacing HyperAdapt 1.0 sneakers. When you step in your heel will hit a sensor and the system will automatically tighten. Precise, consistent, pressure can be

manually adjusted on the run.http://swoo.sh/22n1oMr

Bonjour Paris is a 4K timelapse tour of Paris from New York based videographer, cinematographer, photographer and editor Tyler Fairbank. The short video takes viewers around some of the city’s most famous spots.http://bit.ly/1pXKma8

FASHION

FILM

ARCHITECTURE

PHOTOGRAPHY

DESIGN

MUSIC

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Image: Nike Image: A.Masow Architects Image: BMW Group

Image: Tyler Fairbank Image: Markus Henttonen Image: Chrome Music Lab

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