BITE VOL1

HUMANISING TECHNOLOGY

Issue 22 | May 2016

MARKETING TRENDS AND AGENCY INTELLIGENCE

2-4 DIY brands: Google creates an inspirational hub for girl coders and Heinz challenges

ketchup lovers to grow their own.

5-7 Get connected: Visit Hyundai’s reactive 360 ‘Football Heaven’ and unlock

Burberry’s Snapchat Discover.

8-10 Community spirit: The Big Issue swaps magazines for coffee and Under Armour

challenges locals to Armour Camp.

TO GET YOU THINKING

11 Fuel your Imagination: GoPro and Red Bull form an exclusive global

partnership and Fiction Factory design a weatherproof cardboard house.

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From music to theatre, fashion to food, we are finding ways to side-step the establishment and do things our own way. Driven by a desire for creative expression and the pursuit of individuality, people of all ages are looking to make their mark on the world.

With limited editions and product personalisation becoming a definition of luxury, there’s a new wave of commercially-driven DIY ventures launching. Unmade collaborates with leading creatives from across fashion, art and design to create one-off garments. Customers can choose a design, modify the pattern, and Unmade will knit the bespoke piece in Central London. Combining industrial and digital processes, they are able to produce clothing at scale in a way that’s sustainable.

“27% [of young people] say that they feel very much more connected to a brand when they can put their own stamp on a product, rising to 47% among respondents from London,” according to Young Blood, a white paper exploring modern British youth culture by creative agency Amplify.

Sports brands are leading the way in customisation. In 2012 Nike launched NikeiD, an online and in-store service encouraging customers to personalise Nike clothing and footwear. In Japan, Converse have just opened White Atelier, a store and studio space for fans to create their own All-Star designs.

In March this year Lululemon launched their second lululemon lab, an exclusive line of clothing designed and made locally with an in-house production team. The retailer invites customers to collaborate in-store, bringing a new transparency to the shopper experience. Fashion is not the only sector embracing this trend. From technology to automotive, we’re starting to see more brands handing creative control over to their customers.

Read on for examples…

DIY BRANDS

DIY BRANDSThe pursuit of creative expression By Kara Melchers

5Mgirl coders in six months

12 industry awards

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DIY BRANDS

GOOGLE’S INSPIRATIONAL HUB FOR GIRL CODERS

Google asked the question, how do you get girls interested in coding? The answer, to show them that their favourite passions are made with code. Things like art, music, dance, gaming and fashion. Instead of making girls connect to code, Google let code connect them to their creativity making code more accessible and less intimidating.

Madewithcode.com introduces girls to 12 inspiring mentors, each showing how code has helped make their ideas bigger and brighter. Using their visual coding language, Blocky, Google designed 13 projects that could be accessed across all devices. A programme was also built to handle more complex tasks including 3D rendering and animation. Millions of girls began to code musical beats, gifs, and their own 3D printed bracelet.

Made with Code was picked up by celebrities and news outlets and is fast becoming a hub for girl coders across the US. Google are looking to expand the scheme internationally.

Agency: Red & Co, Portland

CUSTOMISE YOUR NIKE TECH PACK Nike Tech Pack is innovative sportswear engineered to the specification of

champion athletes. To launch this new range, Nike hosted an event that brought to life the product’s technological innovations whilst boosting

awareness. Media and influencer attendees were invited to customise their Tech Pack garments and have a picture taken with UV photo technology

against a London skyline backdrop. The bespoke event amplified the tailored and technical aspect of the garments, carving a definite space for

Nike Tech Pack in key audiences’ wardrobes.Agency: Exposure, London

GODADDY CHAMPIONS THE CAT LADYGoDaddy is a brand built on customisation. Championing the individuality

and creativity of small business owners is at the very heart of their new global campaign ‘Go You’. The story follows an eccentric cat lady who quits

being a theatrical performer to pursue her big idea: hats for cats. The TV spot and extended online version point to two websites, catswithhats.com

and gatochapeau.com. Each cleverly showcases the various tools GoDaddy provides in the guise of Cat Lady’s online storefront. Agency: TBWA, New York

HEINZ KETCHUP LOVERS CAN GROW THEIR OWNHeinz is giving tomato ketchup lovers the opportunity to grow their own.

DIY ketchup encourages a new green fingered army to discover the joys of growing their own food. Heinz gave out 20,000 packs of seeds to customers

who signed up to their micro site and 400,000 packs on promotional sauce bottles. The amateur gardeners were asked to send in pictures of their plants

via social media. One overall winner had their tomatoes collected and shipped to the Heinz Innovation Centre in the Netherlands, where they were

used to make one bottle of ketchup with a personalised label.Agency: We Are Social, London

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DIY BRANDS

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It seems like pretty much everything is being connected to the internet. Check out the Tumblr weputachipinit, you’ll wonder how we’ve survived this long without the smart floss dispenser or tanning pillow. Actually, the latter could be quite useful. Whilst these start-ups all fight to fulfil a need we didn’t know we had, the real challenge for brands is to use this technology to create ubiquitous experiences that tell their story and add value for the customer.

Through useful interactions, smart products can further engage shoppers and even help disrupt the general opinion of a brand. Gatorade Fuel Lab has designed a smart cap water bottle for elite athletes. The cap tracks intake, provides visual feedback to pace drinking, and communicates fluid levels to team coaches. The product innovation helps to transform Gatorade from a sports drink into a sports fuel solution.

Applying connected technology to products is a scalable way of adding value for customers. This could be performance data, added editorial content, advice, or entertainment. Whatever strengthens the brand story.

It’s not just products, this technology is revolutionising experiences too. Museums and institutions continue to test immersive exhibits and look for new ways to further engage visitors. In Autumn 2016 The Science Museum, London, will open a new interactive gallery, with live experiments, and experiences that will bring visitors closer to the universe than ever before.

By creating interactions that are an extension of the product or service, brands can discover new scalable ways of building engagement and adding value for the customer.

Read on for examples…

GET CONNECTEDSmart products and the Internet of EverythingBy Kara Melchers

45,000 fans across 45 matches

91 metresurround screen

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GET CON

NECTEDHYUNDAI’S REACTIVE

360° ‘FOOTBALL HEAVEN’

Hyundai Motor UK is launching a one-of-a-kind, innovative ‘FanDome’ in King’s Cross, London. The live 360-degree audio-visual experience will respond in real-time to the football action. Goals scored, red and yellow cards, penalty shootouts, national anthems and injury time will all trigger a unique immersive audio-visual response.

A system of giant 360-degree screens surrounds the entire interior of the FanDome. Four metres high and the length of a football pitch (91 metres), this custom built display encloses fans in ‘Football Heaven.’

The experience is fronted by Vinnie Jones and his on screen team of tattooed cherubs. Fans will glimpse cherubs wheeling in cannons and playing tubas as they celebrate live match successes, and see them hiding in the clouds to avoid the Grim Reaper if a red card is shown.

Fans will be given infrared LED wristbands that are stimulated by live elements in the game, according to which team they are supporting.

Agency: The Brooklyn Brothers, London

PLAY THE MCDONALD’S MCTRAX PLACEMAT Creating music can trigger creativity in young people, that’s why on 22nd

April McDonald’s in the Netherlands gave their guests a musical surprise. The fast food restaurant introduced McTrax, a paper placemat that turned

into a full music production station. Using conductive ink, the placemat could connect to the customer’s smartphone. Every touchpoint triggered a

full sound bank where diners could choose their own melodies, tweak tracks with sounds and even record vocals. Agency: TBWA\Neboko, Amsterdam

UNLOCK BURBERRY’S SNAPCHAT DISCOVERBurberry’s first foray into Snapchat is for their new fragrance Mr Burberry. A smart move from the brand to engage a younger audience with a

product at an introductory price point and start to build a relationship with the brand. The bottle can be scanned to reveal feature articles,

videos and interviews on the theme of ‘how to be a modern man.’ The production value is high to represent the quality of the product, and it’s a great example of the luxury sector talking to a younger audience without

undermining the brand. Agency: In-house

SAMSUNG’S SMART SURFBOARD “Surfing can be a solitary sport,” says Samsung. “The surfer, alone in

the middle of the ocean. Disconnected from his coach and fans. What if Samsung could change this?” The result is the Galaxy Surfboard, a smart

surfboard created especially for Brazilian surfer Gabriel Medina. The board can connect to a Galaxy S7 phone, so Medina can keep in touch with his

coach and fans, via messages displayed on an LED screen. It also features real-time condition updates, such as wind speed and wave size. Agency: Leo Burnett Tailor Made, Sao Paulo

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NITY SPIRIT

The Hackney community was out in full force this month: there was shouting, waving and locals tearing through the streets. I’m talking about the Half Marathon. 80% of the 15,000 participants lived in the borough and it felt like the remainder of the residents were out on the street supporting. Brands were there to fuel the community spirit. Gym Box, the ‘antidote to the boring gym’, designed a day of bespoke fitness classes to keep non-runners entertained. Coincidentally they’re about to open a new East London studio.

Getting up close with the locals can give all brands an advantage over their competitors. Last year Nike opened their first NYC Community Store in the heart of Brooklyn. They “are about neighbourhood roots and community connection,” said Dennis van Oossanen, VP of Nike North America. All stores have a local hiring policy and the team further demonstrate their commitment to the neighbourhood by volunteering for local charities.

Empowering communities is a great way to build brand love. Wickes has recently partnered with VIY (Volunteer It Yourself), an initiative that combines volunteering and DIY. Starting with the improvement of their own social spaces, VIY motivates young people aged 14-24 to learn trade skills on the job. The home improvement chain contributes products and materials, as well as the skills and talents of their employees and customers.

Finding genuine ways to help people and give back to communities is a great way for all brands to start harnessing some local love.

Read on for examples…

COMMUNITY SPIRITHarnessing local love for your brand By Kara Melchers

78K+ coffees sold

12people off the street

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BIG ISSUE SWAPS MAGAZINES FOR COFFEE

The Big Issue was not only revolutionary for the publishing industry, it was an entirely new way to help the homeless. Today it faces new challenges; great content is readily available online, and the number of free publications is ever increasing. While print is in decline the coffee industry is certainly booming. With this insight the Big Issue has designed a new way to help the homeless: providing them with the skills and equipment to sell great coffee. All budding baristas are housed as part of the programme, paid London Living Wage, and provided with ongoing training and support. After six months in the programme they are offered employment by one of the partners, allowing Change Please to help the new group of homeless people to get back on their feet. Starting with the local community, Big Issue believe that getting people to change where they buy their coffee really can change the world.

Agency: FCB Inferno, London

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M&S SPARK SOMETHING GOODMarks & Spencer teamed up with volunteer website, Neighbourly, to connect

customers and staff who want to contribute to local community projects in need of support. To launch the initiative, the high-street retailer co-

ordinated an army of volunteers, including Joanna Lumley, to transform 24 community projects across London in just 24 hours. The launch kicked

off projects in a further 24 towns and cities. Every store has chosen a local charity of the year to fundraise for and support, meaning customers who

can’t volunteer time or skills can make a difference by donating in-store.Agency: Unity, London

STRIDE CONNECTS THE LOCAL RUNNING COMMUNITYStride is a retail destination for runners in cities throughout Russia. As

well as selling shoes and clothing, they’ve launched their own running club. The interior design is based around social spaces, which helps the

store connect to local running communities. In-store there are permanent shareable visual moments, perfect for post run selfies, and dedicated

social spaces for local athletes to meet up. Agency: Rosie Lee, London

UNDER ARMOUR’S LOCAL ARMOUR CAMPUnder Armour wanted to locally amplify its first ever Armour Camp - a series

of gruelling large-scale training events designed to be the UK’s toughest physical workout sessions. Before the launch in Manchester a teaser film was released across social media channels. Local fitness celebrities were invited to

participate and post about the event. The story was picked up by local media, broadcast and radio stations. The event itself helped bring Under Armour’s mission ‘to make all athletes better’ ‘to a new local audience.Agency: Pretty Green, London

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FUEL YOUR IMAGINATION: find inspiration beyond marketing

Draw in virtual space with Google’s Tilt Brush. A new way to create art in 3D using the HTC Vive headset. Draw with virtual elements including ink, smoke or fire.

http://bit.ly/1Lk0Xsp

GoPro and Red Bull have formed an exclusive global partnership. The creative collaboration is based on content marketing, distributing video at scale, cutting-edge tech and each brand’s ambition to operate as a media company.http://bit.ly/245NnSe

Artist SORIKA aka Gareth McConnell brings psychedelics, beauty and attitude to the cult record label ‘Kill the DJ’. He was commissioned to create and design all products related to the forthcoming album release by ‘It’s a Fine Line’.

http://bit.ly/2464ymJ

Danish architecture firm BIG has unveiled its design for the Serpentine Gallery’s 2016 pavilion. The structure, described as an ‘unzipped wall,’

will be made from stacked fibreglass frames that pull apart as they reach the floor.http://bit.ly/1U7NAij

Wikkelhouse by Dutch company Fiction Factory, is a modular house made from cardboard. The sustainable material has been coated with a waterproof film before being clad, resulting

in a completely weatherproof exterior.http://bit.ly/20vYbYW

Moscow-based photographer Alexander Yakovlev captures the grace and power of some of the world’s most elegant and talented dancers.http://bit.ly/27Ri0zn

ARCHITECTURE

PHOTOGRAPHY

MUSIC

ART

TECHNOLOGY

SPORT

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Image: wikkelhouse.com Image: big.dk Image: Noah Thorne

Image: Alexander Yakovlev Image: Gareth McConnell Image: gopro.com

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