Don't miss all the fun | David Shing, OATH | OnBrand '18

[Music] guys we have a few minutes to talk about a shitload of stuff who's already 50 gone brands heads up yeah I am so here's the deal whatever that description is I'm gonna talk about some of that but what I really want to talk about is this computers are absolutely useless they only give us answers amen because I should know that I worked for a company like this send out more CD's and people on the planet but heroes a couple of things that you should know is that we merged with Yahoo and they all brought these two companies together I designed a logo drunkenly on a plane so that's what we should call ourselves we did not go with that we call ourselves both but at oh there's only two things I give a shit about its culture and code it's the only thing you guys have talked about today since I landed this morning if the heart of that is creativity that's why I love the Netherlands there are three things that I observe every time I come here Wow holy shit you guys at all and there's a short-ass Australian Chinese guy I throw me in the minority sector sure you guys also export more beer than anyone else on the planet so you tall good-looking and drunk and I love that about you lot but here's what I do think is amazing about creativity which you are open about it's this if you think about the most dissed I would say abused word in our industry it's this every time I meet with a brand they say hey man we want to disrupt them like awesome how we're gonna do it they like let's use technology and let's think about our business I'm like oh my god your business models the thing that needs to be disrupted using technology but the truth is what I've heard more of is experience that's 2018 in a nutshell what's coming is clearly transformation if you haven't heard the context of everything you're hearing about today it's all about transformation why because we're changing we're at the fourth cusp or the cusp of the fourth Industrial Revolution the first was this shit floating around steam made this building available and then of course along came the big switch of electricity and then of course the grubby thing in your hands computing and what's been coming at you for 20 years this is a visible sense of intelligence so we heard the cast was the change of intelligence it's coming and given that to the case is going to be thirty four billion devices by 2025 connected to this incredible industry of ours so every single brand on planet Earth has to have a 360 degree radius of humans otherwise they're going to be in the forgotten community and be open to their community be open to conversation be open open open but don't be rude about the data that you collect because it's really hard man to get people to your brand and then get your brand to people that shit is hard so these are all rainbows and butterflies ah ah shit got real uncool it got real practical and it's all about services every single Brown on planet Earth I believe is a service brand because look the first thing you need to know is it it's all about personalization isn't it you got to know Who I am man she just landed it 65 degrees here in the Netherlands awesome great whoop-dee-doo what I want it to be is customized bringing me experience it feels like you know me enough to thank you know me but then I'm gonna add my personalization layer to it you've probably heard every single brand on planet Earth talk about that this year but then truthfully how do you make sure it's humanized and all these grubby platforms that we try and experience our brand we need to make sure that we are talking like a human so is tech actually making people human well let me give you my story twenty years ago I moved in New York City at that point in time I bought that television Sony Trinitron I subscribed to Time Warner Cable I had 99 channels of TV I pushed that TV into the hallway and said free TV the first week I moved there why I'm from a country that had five channels I moved to a country had 99 channels of shit that's gonna rock my brain so I decided done with this I'm going all digital 20 years ago no radio no newspaper no TV nothing nothing nothing and what's amazing about that is that beautiful environment where I understood it was a bit slow by the way but I knew who I was connecting with I knew how I was connecting with him oh no wires connecting with them that all changed and went to this massive anxiety I don't know about you guys about four years ago it started for me I fire at my phone all I see is misery in sports both of which I don't participate in and if I'm feeling like that maybe you feel like that if you feel like that maybe the brain you represent feels like that and that is society as we know it Trust is hardest thing to get man and if you think about trust trust is just one of those environments where if you can get its golden but who are we getting are you looking after these humans this is psychographic targeting according to Harvard god bless or you could go Maslow's rule of hierarchy which is another way to think about needs but what I know is that technology is changing your behavior but what it's not changing and by the way there are some behaviors that cannot change you scumbags but what I do know is that although technology is changing our behaviors understanding human needs is half the job of fulfilling it period full stop so get that right and we can look for beauty I've been looking in beauty this year alone because of the digital chaos I'm looking for physical connections like this this is a teddy bear you can buy for a child it's called the Guardian a child holds this and then biometrics gets read and can determine whether it's sick enough to go to hospital we've got this coming out of the Nordics this is flick you press one button it does multiple actions at you program so it doesn't use your cell phone all this you can work out with another person like you apparently all this this is connected Tupperware this is a very aggressive sizzle reel for connected Tupperware but basically when you go and do all your grocery shopping when you open up a bag of spinach and three days later that thing is turned to hell so what this thing will do is ping you and let you know when to optimize all of your groceries so we can make sure that technology is helping us facilitate ease and convenience in our worlds now on Chinese so when I travel and I travel a lot I wear a face mask in one of our face masks you don't know what I'm smiling at me or I'm angry at you so people inventing these things man so you can still connect with humans and actually make sure the pollutants aren't happening in your body it still doesn't stop you're looking like an idiot by the way but there's they're smart packaging if you're in the packaging world today or have a physical product in you deliver the smart packaging environments worth 250 million dollars today it's estimated to be twenty five billion dollars in the next ten years it's gonna happen in ink this is an example of RFID chip and we'll tattoo that last two weeks so what you normally need a computer and a screen to do can all happen by using a tattoo a good example where it's headed also is nail art this is l'oreal center art you put this on your nails and not only does it make you look blingy you can also read the UV outside-in tell you what SPF sunscreen you should be wearing so practical technology that's helping these humans wearables yes we love this category there are about 593 wearables and the number one category is Fitness we're still trying to figure out if this thing's gonna have a home aren't we anybody in here have a wearable one good show hands what are you go on go are you a runner are you a runner young lady how long have you had that fall yeah two months you've got about four three four months before that is irrelevant to you perhaps brother behind you what do you go up there man you're both runners you cut you ran here today or some shit because we're miles or anybody else gotta wear anybody got a wearable on at home they don't have it here so normally hands go up when I ask that question why nobody gives a shit if you walk 10,000 steps and socialize that crap secondly it does the same thing your phone does and it kinda just doesn't do this any purpose but they're beautiful aren't they look how gorgeous these things are except for Garmin's they're normally the ones that people do use but these things are incredible some of them look like they're bent towards women some look like they're from the future some look they from the past these are incredible supercomputers on our wrists and we're trying to figure out what they can possibly do for us that is different than your phone let me show you some that I think are quite amazing this bro watch finally a piece of technology that helps a sight impaired how about this thing this is a piece of technology guys it creates an ultrasonic sound wave from your wrist to the tip your finger so when you make calls or listen to messages you hold your finger to your eardrum you look like an idiot but it's also probably gonna give you finger cancer but whatever dude that is at least a wearable that is useful and doing something different this is a wearable that I wish I had at happy hour this is Pavlov this wearable will shock you if you do something you said you're not gonna do man you reach for that third heart again tonight this single just shock the shit out of you the player is tackled then you get to deal with physical effect of that okay so you do not need to go to Disneyworld anymore to experience 5:00 to 8:00 you can be sitting in a dark room like this and feeling the visceral experience of what it's like to be a footballer this is haptic plated wearables this is the stuff that's trying to create brands experience and not brought you by tech this is a media company doing this but probably the creepiest thing I've seen in a long time is this check it out this brothers and sisters is a 3d dress called the gays this will morph and change based on your biometric determining whether you want to attract or distract the person standing in front of you and the dress grows accordingly I don't think it makes that rattlesnake sound but boy I could use that shit on a subway in New York heads up what about sound sound is a visual importance to us today people probably up here have talked about the power of sound with podcaster to etc why because of this shit who has one of these at home Alexa okay they've got a whistle yeah anybody have Google home in the house anybody have Alexa anybody have both no you almost put your hand up young lady I was gonna pick on you if you did would you have any of those technology Alexa do do any services on Alexa have you programmed to do something other than play the news in the morning and tell you what the time is turn on and off the line so you it can't you you're consuming services which is great because the vast majority people do not but let me tell you why bring up sound sound is incredible by the way I thought I'd be up here talking about gestures and stuff that were apparently talking back in the 70s when this used to be called radio now we're talking to objects again which is amazing but brand sound is incredibly important why do I say that because of this if I speak to brands and say hey where is spending your marketing dollars they say hey man we love digital we get this shit but hey we spend the vast majority of our budget on television on my awesome what's the music in your TV ads well top ten music or they license commercial free okay they've forgotten about their brand sound if there's no screening there's no visual identity what about the sound identity whose brand is this Intel Verizon no but nice plug this is Intel in three seconds if you weren't under the age of 25 you a bit older you'd probably identify that as Intel so if you've got a brand that's identified by sound that is remarkable because it's creating a whole nother visual layer of brand identity for you which i think is in credit incredibly important although sound I think is headed to this sort of place I don't know if any of you have tried Mars Mars is a language translation you guys clearly don't need that because most people I speak speak to in Holland you guys can speak English better than I can remarkable but this is something that allows you to you know you could wear a headset I wear a headset as you speak it directly translates for you pretty cool use of technology right so that's kind of where sounds going it's going to create better human connections and not just talking to n8 objects what about visual you've heard me so that I haven't had a TV in 25 years cool but if I was gonna buy a TV it should be now look how gorgeous televisions are look at that thing the frame by samsung this is a beautiful piece of technology called the wall this is a beautiful TV that if you bunk about a bunch of these together you don't see the grid so visualization is now incredibly important it's also beautiful to see the back of TVs because you know this happens otherwise so hopefully we can beautify that shit at some point but here's the thing about screens the screens that you're seeing are not designed these sort of screens and not design to give you immersive entertainment in your living room we've already got that this is designed to bring you little bits of information in the context of how you want to see them in this example brought to you by LG it's saying that these screens can actually create a ecosystem of information transfer that's tiny bits of information delivered in the context of how it should be delivered in this instance little Johnny's cast turns into a visual identity screen they're able to read what's going on with the repairing of his arms for example so this is the sort of thing that screens that you look at these immersive screens are designed for it's really designed for a different type of augmentation cool awesome how about virtual reality you guys have heard a lot of this today I'm sure or virtual reality was a hot topic of 2016-2017 who in this room has has tried on VR sister this is a thank you for the crocodile arms by the way you guys like whatever who here owns a pair of VR goggles anybody sister the one I was gonna pick on about the election bullshit what do you own what are they well Samsung gear the oculus gear thing did you buy those or were they given to you your boyfriend bought them when was the last time you put them on your face and how long were they on your face for half an hour you are not normal so here's what happens in Planet Earth I ask people if they try on VR Boop hands go up who owns a whoop not many hands or some cheap baskets and because they were brought to you by a free phone or something but here's what's amazing and then they say oh I've to put them on face for two minutes six months ago but what I love about VR is it's going to be organic it needs to take time because this category is incredible it's been around for 20 years we just need it to continue along but what I do know is I love companies that are trying to bridge this stuff beautifully look at what Nintendo we're doing this is a thing called lob oh man they create an on-ramp before you fall off the clip don't just create VR experience let's go create a VR experience that help people come on the ramp and come off the ramp this is an example that allows kids to build the product before they immerse themselves I love this ambition look what Samsung did they allow you to dress like a man before you play like Iron Man god bless and if you don't think of VR and AR or a thing you have to go to Asia look what the Chinese are doing they're developing these incredible little products that bring the physical in digital world closer together because kids don't delineate that but they're not using cell phones to do it they're using these dedicated devices like this thing pretty cool right so that's sort of a sense of where AR might be heading but if you want to know where VR is going it's going to here [Music] [Music] every fantasy catered to apparently although I like this this is the generator it's just sitting on a six excess foam you roll you around down it's really gonna simulate exactly what it's gonna be like on there [Music] are you ready to experience the power of [Music] [Applause] and you all know what happens next your shits are self but here's what's amazing you have to realize that the old brand experience physical can be way better than the digital experiences you get them there with but they have to feel like the same componentry a lot of people say hey man I think this is the sort of person we're trying to target if you think about us in tech this is not necessarily who I think we're targeting man we just need to calm it down but so what for me is really really simple look guys if you think about it we started out in cinema advertising then we went to tell I need to update the slide that we liked Kevin anymore why ever dude so that's television and then we went to smartphone marketing and now you were told that you might have to market on different shapes and sizes it's a good luck but here's the reality if you went to marketing school on any place on planet Earth they taught you the four PS and I think there's a rubbish these were invented in 1948 I think that the new world of marketing is more a reflection of our culture of business than it is the way the consumers consume it's this man it's all about platforms partnerships performance and pedigree and it's also the business of science sound and motion to do what create emotion why 75% of purchase decisions are made emotionally we sell to the heart to justify to the head our industry at a conference called brand was founded upon big ads little content hasn't the world changed so quickly because now it's all content little ads why because of this crab ad blockers who has an ad blocker on their machine here Brian who has a headlock on their mobile and you're in the business of marketing good luck so what a brand's first do they hijack the internet don't they with bullshit memes which I think it's rubbish we have to look to the high road and say where are we actually headed and how we're getting there ask yourself the question of why Tunis brands on planet earth so I want to target every single human on the planet and I want to have a deep intimate relationship at the same time but how are you gonna do that when the robots come to take your job thank God the robots can only tell you what to do they can't tell you how to do it that's the role of the creative thank goodness because the reality is this is where we are today in my humble opinion it's a very old slide I put back in this morning and this is more relevant today than before I retired from Twitter quite a long time ago I came up in 2014 with a phrase I said the defriend and unfollow will be a trend I fundamentally believe that today why here's why today you have been had you have had the ability to either buy or participate in the open social web and we think that being popular is being relevant awesome but that is absolutely not where planet Earth is headed with with people we're going to a closed internet community of peer to peer let me prove to you who in here is on Instagram because I've heard that name a thousand times this morning yay whose Instagram is set to private yay about 70% of you now if I go and present to high school kids and ask them about what's up WeChat insta snap boom 100% of hands go up if I ask them whose is set to private a hundred percent of their hands stay up all the public stuff is just to appease their parents the intimacy happens is these clothes interconnected networks of humans and you need to be different to actually communicate there as a brand why brands are trying to catch up to be a conversational brand I have very few friends by the way so when I sent out a text and I see those bubbles anxiety attack for me but what I do love about this is that brands also need to understand that this is a great place where you can create intimacy through commerce let me show you whatsapp actually no we chat in China Dior this fashion brand did this limited-edition bag only available in WeChat sold out in 48 hours price 4200 dollars so if you think about it's a messaging app man you can do commerce in incredible ways in places that feel intimate not public persona this is intimate connection and it's really important to think about that so how can you be the calm in the chaos you've probably heard this you gotta have a point of view you can no longer just sit in the middle you sit the middle you get forgotten about man and things like design matter anybody know what this is toothpick anybody know who invented the toothpick Japanese anybody ever known is sort of the barbell at the top you pick toothpick anybody know what it's for I'm gonna give you something very valuable now if you break that off that becomes a rest for you toothpick just like you have a rest for your chopstick and a rest of your bowl that's all I can offer you today guys this Kitty design matters conscious design matters if your iconic you can get away with this pretty cool don't have up there man just part of it becomes a road sign how amazing this thing let go if you can't read this it says steam engine diesel electric Hyperloop go what a cool brand always consistent always relevant look at this huh coughs they replaced the crocodile logo with endangered species series there was limited to the number of animals left so you know there was 2001 t-shirt there's a thousand another all sold out in 24 hours you can only buy that t-shirt on the black market isn't an incredible thing which is apparently where you can buy the animals because humans are idiots but you have to get real don't we getting real means you need to do something different I love this this is the pride index destination pride you go to this website you type in the city you going to it'll tell you how how it is with gender equality how it feels about embracing you I love that terms of pride flag into something useful but wise I wanted to become relevant to rock and roll they did this program where they said well instead of us telling you that we're a significant let's look at the old archive of images and find stuff we're rock and rollers were using the product and look at that that's Jimi Hendrix using Budweiser as a sly guitar there's thousands those images who in here has tried Marmite who loves my mind who hates Marmite Wow who's indifferent about it you are not normal people you either love or hate this shit check it was it saying yeah but yeah I am I need to tell you something I'm gonna my lover I thought you said I hate it initial I love it oh my goodness I'm so stupid prefer Jack [Music] [Music] this story goes on and on and on but being self-effacing and adding humor to that thing is absolutely amazing because if you do become real you can do this Casey ran out of chicken in the change of delivery situation in UK and instead of waiting for that piastre him to come over them they embrace it by going our man we just fucked it and that also gives its brand permission to have a whole lot of fun that it never had before look at this that's the beautiful photography that national now it's gonna say National Geographic that would be not right that KFC did that now look at that thing man I did a double take when a photography is stunning on this spicy chicken work [Music] [Music] [Music] so apparently the money most appropriate video after lunch excuse me but here's what's amazing man the most important ingredient anything you do if you want your content to be contagious and to be shared clearly has to be surprises because we love it we love to share stuff as humans we want to feel like we're an authority but understand the world is completely overwhelming you'll hit with 1900 media messages and then it's underwhelming because you can't find what you're looking for in fact one of the largest contributors of stress today's walk media overload so here's the bad news the shit you're producing on behalf the brand you represent is stressing people out and killing them do it just kidding the only thing we can hear am I the only thing we care about is attention that's the economy right how much we spin out grubby time in front of this thing because we all suffer from Technic the average iOS person unlocks their phone like 80 times a day but it's all about the app economy it's not about mobile web it turns out the vast majority of what we do is on apps what we download fewer spend more time and money the ones we give a shit about and that's amazing so if we're going to move away from awareness based advertising the old model and work and move into a word-of-mouth peer-to-peer interconnected human network we have to do things that are different because if people fall in love with you particularly the mobile experience they're gonna become a power user all these brands and people talk about if it disrupted the space or started out on this grubby device of which we open about 250 times a day and play around with it's incredible so in this business of sight sound and motion to create emotion what are we going to do to instill trust in a place it feels super anxious today well you need to tell great stories and it's not about this get rid of the telling or the yelling in our industry and just focus on great stories and maybe we can build something remarkable like this [Music] the NA cuz [Music] [Music] [Music] that's the Christmas story as told by John Lewis one of the largest retailers in the UK they try and move as much product as humanly possible off the shelves at Christmas time but what have they done they're marketed to the heart to justify to the head they're not showcasing any product that's the power of a good story and if you're open to the power of the Internet you can also end up with crazy shit like this [Music] [Music] it'd be funny if it wasn't true you can also end up with this [Music] so it doesn't matter whether you tell a beautiful story for four minutes and ebb and flow or you allow yourself to be spoofed and embrace that excitement or user generated content turns up like this crazy thing that's a bachelor crazy the brand sentiment at the time that's most important for that brand took off but the most important thing that I can provide you today is this incredible quote by Katharine Hepburn if you obey all the rules you miss all the fun and isn't that the reason we became creatives thanks very much indeed guys take care [Applause] [Music]