News & Views

Wildfire / Full of Tomorrow

by Contagious Team

Contagious and Leo Burnett team up to bring Cannes Lions delegates a vision of how today's emerging technologies will impact tomorrow's everyday lives

Epidermal electronics, affective computing, and sensory hacks: as futuristic as these technologies sound, they're here today. And understanding them will be vital for marketers; Gartner predicted last year that by 2017 chief marketing officers will spend more on technology than chief information officers. 

To celebrate the sixtieth anniversary of the Cannes Lions festival, Contagious is looking 60 months ahead, collaborating with Leo Burnett on a seminar on Tuesday June 18 at 5pm entitled: 'Full of Tomorrow: How brands can embrace miraculous new technologies to create the small wonders that will change our daily lives'.

Contagious co-founder and editorial director Paul Kemp-Robertson and Leo Burnett-owned digital agency Holler's managing director James Kirkham will be taking delegates to 2018. They'll be imagining how everything including your morning routine, entertainment, and even socialising will be revolutionised by the most promising emerging technology, and where brands from sectors as wide-ranging as health, retail, alcohol, and gaming will fit into that.

'Brands are best placed to adapt new technologies that seem miraculous but will soon become small wonders of everyday life,' says Kemp-Robertson. 'They have the reach, scale, and access to creative collaborators (including, of course, agencies) to make this happen, driven by the brand/consumer data exchange and the value this brings both parties.

'Wildfire will show amazing stuff - but all rooted in practical examples and real world evidence,' he adds. 'That's the value to the audience - they hear stuff like "haptic" but we will show what's already happening in this area and what opportunities there are for brands.'

To kick start conversation in the lead up to the event, Leo Burnett and Holler have set up the Wildfire Cannes / Full Of Tomorrow Tumblr page. We're collating cutting edge examples of tomorrow's tech: a TED talk on haptography (the future of touch), an article about the human body as operating system, and a think piece about computers that can smell.

Clear a space in your delegate diary (Tuesday June 18, 5pm) and come get a taste of a typical day five years from now, and the implications, challenges, and opportunities for agencies, brands, and creatives. 

For full details on the seminar, click here.

Can't make it to Cannes? Doesn't mean you need to miss out. For the first time, Cannes will be streaming seminars live from the festival in association with Mindshare. Vote here to see our Wildfire seminar from the comfort of your desk, for free.

Leo Burnett & Contagious