In Cannes, Experiences, Not Ads Will Become The New Normal.

In Cannes, Experiences, Not Ads Will Become The New Normal.

Wearables Are The Canary In The Marketing & Advertising Coal Mine

For those of who are not schmoozing it up in the South of France or attending parties by well known personal brands looking for attractive women (ouch on that one pal), you are likely checking in to see how our industry elites are judging the best work brands pay us to do.  As always much of the work is brilliant but for me, there is one standout that I believe is the canary in the advertising coal mine, and that is the Google/Levis partnership. 

Earlier this year The Cannes Lions International Festival of Creativity announced changes to the 2016 awards which broadens the definition of traditional categories to reflect the changing nature of consumer behavior and media landscape. It's a good first step in acknowledging advertising, marketing and PR have changed and in many cases have become so blurred that consumers could never tell where one starts and the other ends. 

But, this is merely a reflection of where we are today not where we are heading. Project Jacquard represents the future of the consumer experience. This new reality is going to fundamentally disrupt how advertisers and marketers shift planning from a screen based point of interaction sufficient for segments to an environmental and conditional one that is tailored to the individual.

This level of individual planning is something we have never had to confront in a screen-based world and will force marketers to put on their experience planning hats. 

If you are not familiar with Project Jacquard here is a quick overview and video of the partnership with Levi's.

Project Jacquard makes it possible to weave touch and gesture interactivity into any textile using standard, industrial looms. Everyday objects such as clothes and furniture can be transformed into interactive surfaces.