invisible technology: jack @ cannes 2014

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This presentation was given at Cannes Lions by Leesa Wytock, VP of Digital in Jack's New York office.

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Page 1: Invisible Technology: Jack @ Cannes 2014

THE BRAND EXPERIENCE APPROACH

INVISIBLE TECHNOLOGY + THE CREATIVE OPPORTUNITY

Page 2: Invisible Technology: Jack @ Cannes 2014

"ANY SUFFICIENTLY ADVANCED TECHNOLOGY,

IS INDISTINGUISHABLE FROM MAGIC.”

ARTHUR C. CLARKE

Page 3: Invisible Technology: Jack @ Cannes 2014

WE’VE ALL COME ACROSS RAGE-INDUCING TECHNOLOGY

Page 4: Invisible Technology: Jack @ Cannes 2014

HEALTHCARE.GOV

Page 5: Invisible Technology: Jack @ Cannes 2014
Page 6: Invisible Technology: Jack @ Cannes 2014

WE’VE ALSO ALL HAD EXPERIENCES OF TECHNOLOGY

THAT ARE VERY DIFFERENT— WHERE THE TECHNOLOGY WORKS

SO SEAMLESSLY WE DON’T EVEN KNOW IT’S THERE.

Page 7: Invisible Technology: Jack @ Cannes 2014

ZIPCAR ARE THEY A TECHNOLOGY COMPANY? OR A CONSUMER COMPANY?

Page 8: Invisible Technology: Jack @ Cannes 2014

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.”

Page 9: Invisible Technology: Jack @ Cannes 2014

FROM GOOGLE TO UBER, YOU DON’T SEE THE TECHNOLOGY. YOU DON’T UNDERSTAND THE ALGORITHMS.

YOU DON’T HAVE TO. YOU JUST FEEL HAPPY THAT IT’S SOLVED A PROBLEM AND MADE YOUR LIFE BETTER.

Page 10: Invisible Technology: Jack @ Cannes 2014

THE AVERAGE MILLENNIAL CONSUMER SWITCHES SCREENS

27 TIMES PER HOUR.

GREAT EXPECTATIONS

Page 11: Invisible Technology: Jack @ Cannes 2014

THE BRAND EXPERIENCE

APPROACH

WE LOVE THE TECHNOLOGY WE DON’T EVEN KNOW WE’RE USING.

Page 12: Invisible Technology: Jack @ Cannes 2014

IT’S 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

Page 13: Invisible Technology: Jack @ Cannes 2014

BRAND EXPERIENCE PRINCIPLES

INVITE PARTICIPATION

USER-FIRST DESIGN DELIGHTFULLY

USEFUL INFECTIOUSLY

SHAREABLE BUILDS COMMUNITY

Page 14: Invisible Technology: Jack @ Cannes 2014

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

Page 15: Invisible Technology: Jack @ Cannes 2014

TOUCH SURFACES BRING US ONE STEP CLOSER TO CONTENT

1

Page 16: Invisible Technology: Jack @ Cannes 2014

UBI

Page 17: Invisible Technology: Jack @ Cannes 2014

BECK’S

Page 18: Invisible Technology: Jack @ Cannes 2014

HERTZ 24/7

Page 19: Invisible Technology: Jack @ Cannes 2014

SECOND SCREENS: TAPPING INTO A NATURAL BEHAVIOR

2

Page 20: Invisible Technology: Jack @ Cannes 2014

SAMSUNG

Page 21: Invisible Technology: Jack @ Cannes 2014

COTTON 24 HOUR RUNWAY SHOW

Page 22: Invisible Technology: Jack @ Cannes 2014

SWEEPER APP

Page 23: Invisible Technology: Jack @ Cannes 2014

BIG DATA: ANALYZING TODAY FOR BETTER EXPERIENCES TOMORROW

3

Page 24: Invisible Technology: Jack @ Cannes 2014

BRITISH AIRWAYS

Page 25: Invisible Technology: Jack @ Cannes 2014

GOOGLE MAP GALLERY

Page 26: Invisible Technology: Jack @ Cannes 2014

PRISM SKYLABS

Page 27: Invisible Technology: Jack @ Cannes 2014

NEXT GEN CLOUD SERVICES: CREATING A COMMUNITY

4

Page 28: Invisible Technology: Jack @ Cannes 2014

CAROUSEL

Page 29: Invisible Technology: Jack @ Cannes 2014

DROPCAM

Page 30: Invisible Technology: Jack @ Cannes 2014

THUNDERCLAP

Page 31: Invisible Technology: Jack @ Cannes 2014

CONTACTLESS CONNECTION: NEW POSSIBILITIES INSTANTLY

5

Page 32: Invisible Technology: Jack @ Cannes 2014

“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 don’t want to look at

their phones”

WILL SEYMOUR FUTURE FOUNDATION

ESTIMOTE

Page 33: Invisible Technology: Jack @ Cannes 2014

FIREFLY

Page 34: Invisible Technology: Jack @ Cannes 2014

DISNEY

Page 35: Invisible Technology: Jack @ Cannes 2014

ENHANCED REALITY: TAKING EXPERIENCES TO THE NEXT LEVEL

6

Page 36: Invisible Technology: Jack @ Cannes 2014

PEPSI

Page 37: Invisible Technology: Jack @ Cannes 2014

SHIRE

Page 38: Invisible Technology: Jack @ Cannes 2014

MAKER CULTURE: HARNESSING THE BEST + BRIGHTEST AND LATEST + GREATEST

7

Page 39: Invisible Technology: Jack @ Cannes 2014

MINK MAKEUP

Page 40: Invisible Technology: Jack @ Cannes 2014

TWO BIT CIRCUS

Page 41: Invisible Technology: Jack @ Cannes 2014

JACK LABS

Page 42: Invisible Technology: Jack @ Cannes 2014

FUTURE OF INVISIBLE TECHNOLOGY + AGENCIES

Page 43: Invisible Technology: Jack @ Cannes 2014

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 ?

Page 44: Invisible Technology: Jack @ Cannes 2014

FUTURE OF TECHNOLOGY Is Invisible. Seamless. Incredibly intentional. Creatively exciting.

Page 45: Invisible Technology: Jack @ Cannes 2014

LIZ BIGHAM EVP, BRAND MARKETING

212-401-7212 [email protected]

@jackmorton

THANK YOU!