1. THE FUTURE OF ADVERTISING:
Cannes Attendees Literally Write The Book On It
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2. Publisher’s note:
Every possible effort has been made to ensure that the
information in this book is accurate at the time of going
to press, and the publishers and authors cannot accept
responsibility for any errors or omissions, however caused.
No responsibility for loss or damage occasioned to any person
acting, or refraining from action, as a result of the material in
this publication can be accepted by the editor, the publisher or
the authors.
Opinions expressed are those of the authors and do not
necessarily represent the views of their employers, Hyper
Island, or the Cannes Festival of Creativity
First published in the USA by Hyper Island Press
Copyright © Hyper Island 2012
All rights reserved.
Publisher
Hyper Island
250 Hudson Street
New York, NY 10013
http://hyperisland.com
Special thanks to
Social Print Studio
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3. the future of
advertising:
cannes attendees literally write the book on it
3

4. ABOUT THIS BOOK
On June 22nd, 2012, Hyper Island ran a workshop as part of the
Cannes Festival of Creativity. The goal of the workshop was to
literally write the book on the future of advertising -- and do it in
an hour. Technically, two hours, because the workshop happened
twice.
Through a series of exercises, collaborations and technical hacks
(like Google forms, and a piece of code that grabbed Instagram
photos with our hashtag, turned them into vector artwork and
placed them in our Dropbox folder -- coutesy of Social Print Studio),
we made it happen.
And this is the book. It’s not high literature. But it’s a snapshot of
some future-forward thinking from about 120 International Cannes
attendess, and a glimpse of what the ad industry might need to
deal with over the next ten years.
And it was a lot of fun to make.
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5. About Hyper Island Executive
As the executive branch of the world-renowned Swedish digital
learning institution, our goal is to help brands, ad agencies, and
individuals thrive in an ever-changing digital world.
We are fueled by the philosophy of experiential learning: to
approach problems in multiple ways, to reflect deeply, and to draw
conclusions with an open, collaborative spirit.
To learn more, visit hyperisland.com.
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6. Hailey Vincent and Sam Dickson
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7. In agencies, titles that divide types of creatives will
cease to exist. The word “digital” will no longer
be used to constrict a creative mind. Creatives will
be called to think together on a wider platform.
Creative briefs will demand all-encompassing ideas
that are not bound by media type.
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8. Laura Krahel & Ilenia Notarangelo
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9. In a few short years, all information will be stored
in the cloud. It will be available for data storage, as
well as, for software such as Photoshop and Excel.
This imaginary cloud will control everything.
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10. Simon Bookallil & Garret Fitzgerald
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11. Data is ubiquitous - ideas are open source.
Clients reward the best ideas with bounties.
Agencies curate and proliferate.
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12. Amanda johnston-pell & Rob Belgiovane
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13. I am part of a network that is connected to
many other networks that ultimately connect my
messages to 6 billion people.
Need an idea, brand or product exposed to 6
billion people? Send it to me.
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14. Heather LeFevre & Erol Tekkanat
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15. Connecting and sharing information with new
technology is everybody’s right.
Free Wifi is a global initiative to give everyone
access to the internet – whenever, wherever.
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16. Corrie Frasier & Zoltan Havasi
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17. Outdoor media will no longer advertise to you,
but FOR you. RFID, face recognition, and other
personalization technology will micro-target
messages to individuals.
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18. Franklin Ozekhome & Carolina Borges
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19. A new service will appear to disconnect our
generation from all social networks.
This will allow rebooting of online life by
submitting your digital identity number and
requesting “social disconnecting.”
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20. Asa Marklund & Allison Curran
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21. Brand-sponsored pills with different themes that
you take before you sleep for your preferred
experience (eg. your rejuvenation brought to you
by Aveda, energizing by red bull, romance by
Durex, Happiness by Coca Cola)
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22. Mathias BIrkvad & Mette Ingemann
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23. Clothes become increasingly more integrated
with all other known technologies, as the
technologies become smaller and portable.
A smart phone will be built directly into the
clothes, and will recharge through solar panels
woven into the fibers. Furthermore, the clothes
themselves will adapt to new technologies and
will be able to adapt to weather changes, show
moods and even do medical checks.
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24. Christine Göös & Alexander Dewispelaere
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25. As natural resources become increasingly
scarce, there will be stricter regulations on
physical consumption.
This will cause the rise of “immaterial
consumption” as companies will turn to
virtual products and services to keep their
business going.
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26. Lauren Schuster & Vincent D’Halluin
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27. THINK, DON'T TOUCH.
Taking communication to a new level, you can
now make plans with friends, work from home,
and make online orders all without the use of a
device. With just a thought, your message will
be transferred, no touching necessary.
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28. Camilla Wallander & Alua Imangaziyeva
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29. You will be able to activate your thoughts to
communicate on all levels, whether for regular
conversation, expressing feelings or sharing
what you’re truly thinking.
For advertising, this technology will help brands
to get the deepest consumer insights and truly
respond to their real needs and desires.
This win-win innovation will open a huge degree
of possibilities in understanding, learning and
sharing, more than ever before.
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30. 30
Charles Day & Rohan Banja
iEye

31. The iEye brings a whole new way to see the
world: your eyelid.
Hi-res, Hi-def, distraction-free viewing of
anything you want, through a built-in wi-fi
connection.
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32. Jenny McDowell & Carolyn Khoo
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33. As we share everything in life through social
media, so too will we share in death.
e-Funerals curate one’s lifetime of Tweets,
photos, posts and videos which are then
streamed to their loved ones who in turn can
share, comment and TOGETHER celebrate the
life of their departed friend.
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34. Olivier Grange & Charlotte David
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35. 2037:
A chip will be implanted inside people’s brain,
connected to their nervous system in order to
capture all their needs and desires in real-time.
The chip will then reply to their needs, providing
data, directions, prices, product characteristics,
answers to searches and more. And the data
will be accessible through a mind-generated
visualization.
35

36. Tatiana Zubkova & Mielcarek Krzysztof
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37. It’s trendy to go
on-line through
the picture.
But the picture
is not sexy
anymore.
Use no
mediators.
Experience!
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38. Katie Jensen & Casper Willer
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39. Finding a common purpose between brands will be
propelled by a networked world.
The new age of collaboration will see brands and
audiences working together under the theme of
MatchMaking.
Collaborating on technology, crowdsourcing
initiatives, causes, shared values & common
beliefs are key.
The big opportunity for agencies is to nourish,
shephard & initiate this matchmaking.
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40. Eddie Goldenberg
Victoria Jane Gray
Frederico Mattos
Arturo Perez
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41. Download-able everything! At home you will be
able to buy a blueprint of shoes, accesories and
toys. You will be able to print these with a 3D
printer in which your purchase would become
tangible. Brands will become stores for materials,
and customers will buy leathers, fabrics and
customization. The power is back in the hands
of the consumer by cutting out the factory for
production. Greener living.
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42. Brad Hiranaga & Dom Alcocer
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43. Brands will move from functional benefits to
creating an ecosystem of experiences that
holistically surround the consumer in a world of
shared values.
This ecosystem must be in service of the
consumer to make their lives better, easier, & more
interesting for the brand to survive, let alone thrive.
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44. Tone Angsund & Javier Graña
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45. We as a team hope this wish of having free
internet for everybody by 2016 become true, not
because of the fun and conectivity it will bring, but
because is time for humanity to start giving the
same opportunities for everybody.
Internet is maybe the one thing that can give every
human being the chance to fill themselves with
knowledge, to travel without taking a plane, and to
meet other cultures.
Free Global internet could be the start-over we
all need to change a planet in which only a small
porcentage can live with dignity.
Internet free, for a world that needs to evolve.
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46. Catia Domingues & Lauren Hom
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47. The world moves thanks to all the creative minds
behind the progress. And the world is not going
to stop. When you live in the industrialized world,
where differentiation is the key, creativity has
a determinant role. Creativity is everywhere, in
everyone of us, and the future belongs to those
who take advantage of this crisis/opportunity.
Companies are no different!
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48. All CEOs
are enlightened
Jocelyn Berthat & Lucy Farey-Jones
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49. As global sourcing abounds, product margins will
be under threat and the value will reside in the
brand. And, as brands become fully transparent
(and vulnerable) due to the prevalence of social
media, all CEOs will come to see the imperative of
doing great marketing to drive both the value and
the overall health of their companiers. They will be
more involved in marketing and insist on a working
relationship with their agencies.
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50. Sara Tate & Gemma Greaves
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51. In our future connected world we will no longer
rely on our skills and specialties. The constant will
be the people around you, the talent they share
and the power of our network.
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52. Jun Jek Low & Jay Morgan
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53. Time = money. Bullshit. Ideas = money. The best
ideas can come from sitting on the toilet or going
for a run. Clients need agencies for their unique
ability to problem solve and provide fresh thinking
to their business challenges.
We propose a new model where agencies are
paid for their ideas not for the time they spend
generating them.
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54. Veronica Leitão & Pedro Porto
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55. It’s all about him.
What he believes, needs, wants, desires.
A real-time, like-or-not, want-or-not, buy-or-not,
engage-or-not super-powerfull boss. More than just
another person to sell to. The one that you need to
be truly interested in and to truly serve.
55

56. Anya Korzun & Svetlana Baranova
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57. By 2018, all the world around us will be controlled
by our minds - devices, cars, houses, working
proccesses. Everything will be based on the
person’s social graph data - which is amazing
for brands as they would be able to deliver their
messages directly to the person as soon as he or
she has a thought about a relevant need, and offer
a product answer to the demand.
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58. Luca Gonnelli
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59. Your phone connects to an api that establishes the
best time to wake up in function of the meetings
and the amount of hours you slept this week.
The fridge checks the weather to decides what’s
best for breakfast. The garage door opens as you
get closer. The car knows what music to play in
function of your mood...
What would advertising would look like?
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60. Felipe Franco & Béla Szabó
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61. Everything will be virtual and everyone will be
connected. Consumers’ brain capacity will remain
but the connection among people and devices will
work as a super brain, capable of getting every
information and change the world surrounding.
They will be augmented, they will become super
humans.
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62. Mariella Soldi
Isabella Falco
Monica Perez
Manuel de la Torre
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63. Connectivity breaks barriers, from country to
country, human to nature and man to technology.
A breakthrough in the interpretation of all
languages, from codes to whales, allowing people
to communicate more closely becoming one and
all. Moving from six degrees of separation to two
(at the most).
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64. Raphael Barreto & Alex Brunori
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65. Technology will reach a point where we can enjoy
a level of interaction that fulfills the nuances of
the creative flow that priorly was best enjoyed
only physically. Augmented reality is key here.
Everything will happen in the cloud as a seamlessly
stream of input from all involved.
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66. Sthefan Ko & Tang Wenen
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67. Consumable dreams will be the hottest narcotics.
Psychopaths become millionaires selling their
subconscious. Stimulating the sleeping body
to influence dreams is a new and significant
concentration in college.
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68. Miron Mironiuk & Sami Basut
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69. Robots are getting better each day in
understanding human emotions. Even better than
people themselves.
The creative robot HI2022 developed by Hyper
Island wins first Titanium Grand Prix for Coca Cola’s
Olympic campaign.
HI2022 is well known for coming up with great
insights and writing great manifesto copy. HI2022s
are coming to an agency near you. Very soon.
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70. Manchester Hyper Island Masters Program students #wearehyper12
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71. By 2020, memories will be easy to store and share
through a dreamlike process.
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72. Hanyi Lee & Andris Rubins
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73. Flying cars mean less traffic on streets, which
means people meet more often in the real world,
not just virtual. Agencies with clients. Sons with
mothers. People with people. And 3D driving will
bring a lot more fun to mobility.
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74. Shawn Gauthier
Digge Zetterberg Odh
Brian Hurley
Shunsuke Kamata
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75. The war has already started. It is just waiting to be
joined. And the destruction will lead to innovation.
Information is “killed.” People lose their profiles
and access to digital cash. Chaos ensues.
Digital security becomes our leader.
Nerds rule the Earth. And peace movements begin
to unite a world without borders.
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76. Alexander Winsauer & Julien Delatte
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77. Brands will create religion for themselves and go
out and search for believers. Once they get them,
they are hooked. The younger generation won’t
believe in classic religion anymore.
There will be a huge diversity within brand religion,
but it will end as it always does. One brand claims
to be the ultimate religion, and the believers will
fight for their brand position.
This is when the branded religion wars will
dominate the earth.
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78. Hyper Island
250 Hudson Street
New York, NY 10013
http://hyperisland.com