Eight days dedicated to the power of creativity
Kevin Kelly, Founding Editor of Wired, Mark Holden, WW Strategy, Planning Director at PHD Media.
This mind-opening session focused on the three most talked about acronyms - VR (Virtual Reality), MR (Mixed Reality) and AI (Artificial Intelligence). Virtual Reality has been around since the 60s, but it's only since the birth of the smartphone that it's become an affordable way to create content.
In the short-term it's over-hyped, but in the long-term it's under-hyped, according to Kelly. VR contrary to some suggestion, will be the most social of social media. Collective worlds like Second Life are already being built for this platform, allowing users to experience connections through virtual eye-contact and speech.
Kelly likened AI to the launch of the next Industrial Revolution. In the 1920s machines brought us artificial power, which could be transported into homes and purchased. Automated power equivalent to 250 horses can be found in cars. In the Intelligence Revolution it will be possible to add 250 minds, and what will we get? The self-driving car. AI like artificial power will be a commodity, a utility purchased from the cloud. According to Kelly, take X add AI and you'll get the next 10,000 start-ups.
Key Take Outs:
Richard Edelman, President & Chief Executive Officer of Edelman, Aline Santos, Chief Marketing and Communications Officer at Unilever, Sir Kevin Robinson, author, speaker and international advisor on education
Purpose was a major theme of last year's Cannes Lions, and continues to be in 2016.
Santos was here to talk about Persil's Dirt is Good campaign. An idea that has become more than marketing, it's now their entire corporate strategy. As a company they have actively improved communities, providing 600 playgrounds. In Vietnam their efforts have made it compulsory for schools to provide space for children to play outside.
Many brands are more trusted than governments and they have a moral imperative to use their skills and influence for good. Brands can reach the right audience, which is the key to creating social change. People will throw their weight behind an idea if they feel like an invested partner. Brands should consider customers as co-owners. With 50% of Unilever's growth coming from brands who have a purpose beyond profit, there's a strong financial case for all businesses to step-up.
Key Take Outs:
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