In 2018, I was invited to present at the Cannes Lions about the future of experiences. Here is the story “ Virtually real: your front row seat to the world” that I presented on the interactive stage.
Publicis bold statement about shifting resources into AI rather than continuing to showcase its work on the Croisette, seems to be creating more buzz than the 2017 Cannes Lions winners.
The industry is concerned about what it means for International Festival of Creativity, It also reveals a lot about the value of agencies in a world where AI/ AR/ VR are transforming their role, purpose and creative process.
I say AI/ AR/ VR because one of my observations from attending the Cannes Lions this year is that these 3 disciplines are often grouped together and take up most of the innovation stage.
My focus for this post is going to be on VR: How was VR represented at the 2017 International Festival of Creativity ?
First, some general observations:
- VR campaigns have swept awards in the innovation & digital craft categories
- The differentiating points of campaigns come from outstanding level of creativity or utility, rather media strategy
- Google stands out with 4 awards (TiltBrush, Earth VR, Google Arts & Culture)
- Independent specialist agencies (e.g.: Analog & Rewind)are ahead of the global holdings
Now, here are the Lion winners showing what VR can do for creativity & advertising:
Digital Craft Grand Prix Lion: Bjork
REAL-TIME VIRTUAL REALITY EXPERIENCE FOR BJÖRK’S NOTGET
Innovation Grand Prix+ Bronze Digital Craft Lions: Audi
THE ENTER SANDBOX VR EXPERIENCE
Innovation + Digital Craft Gold Lions: Google
GOOGLE TILT BRUSH
Digital Craft Silver Lion: Nike
NIKE ID VR STUDIO
Digital Craft Silver Lion: BBC
BBC HOME: A VR SPACEWALK
Digital Craft Bronze Lion: Google
BACK TO LIFE IN VIRTUAL REALITY: RHOMALEOSAURUS & GIRAFFATITAN
Innovation Bronze Lion: Google
GOOGLE EARTH VR
Congrats to the creators and brands who won some VR Lions.
At the end of Jan 2017, I just completed a world tour, with a stop in Dubai.
Traveling to Dubai, is like traveling to the future: everything is new and modern.
So what about the media industry? Here is my 11th Mediawatch for the United Arab Emirates.
A must watch for anyone who is interested in the future of technologies and its impact on geopolitics, or anyone who has the most important job in the world in the world: being a parent.
If you want to go deeper, I highly recommend the book written by Alec Ross- former Sen. Advisor Innovation for SecState Hillary Clinton: Industries of the future
Japan fascinates me. It’s culture and technologies are so unique and strong.
No where else can you experience tradition and innovation harmoniously mixing together the way they do in Japan.
Here is an overview of its media landscape and the numbers behind the success of mobile marketing.
After my initial experience with the Oculus Rift, this info released at Oculus connect 2016 conference is putting the pieces together and is definitely addressing today’s barriers to tech adoption.
My key take aways from Oculus Connect 2016 are: foveated rendering + wireless + Mixed reality: augmented & social VR
Watch Michael Abrash’s Oculus Connect 3 Keynote Speech and you will get as taste of the future:
To be watched again in 2021