Deconstructing Disruptive Technology in Advertising

D e c o n s t r u c t i n g
D i s r u p t i v e Te c h n o l o g y
i n A d v e r t i s i n g
Version 1.0 10/25

TECHNOLOGY 4
Indonesia
Singapore
UAE
Japan

Focusing On
Technology
Since 2005
2 0 0 5 N o w2 0 0 7
My daughter
was born

Technology In
Advertising In
2005

Technology Never
Stops Evolving

H o w t o k e e p o n
d i s r u p t i n g ?

Storytelling Design
Technology
This

P l e a s e s p a r e
s o m e c h a n g e
There was once a young
storyteller who met a homeless
person, he said "I'm sorry for
your fate, I don’t have money,
but what I can give you is a
better sign”

P l e a s e s p a r e
s o m e c h a n g e
The young storyteller breathes
life into the sign, it now has a
meaningful story.
"Thank you," said the homeless
person "Now my income has
increased on average 20% and
30%-40% before holidays” I j u s t w a n t m y
c h i l d h o o d
b a c k

Grandpa
S t o r i e s h a v e p o w e r. T h e y
d e l i g h t , e n c h a n t , t o u c h , t e a c h ,
r e c a l l , i n s p i r e , m o t i v a t e ,
c h a l l e n g e . T h e y h e l p u s
u n d e r s t a n d . T h e y i m p r i n t a
p i c t u r e o n o u r m i n d s .
Janet Litherland

T h e b u i l d i n g b l o c k o f
a s t o r y
Audience Exposition
Inciting
incident
Rising
action
Climax Resolution

F o r s a l e : b a b y
s h o e s , n e v e r
w o r n
The shortest story ever was
written by Ernest Hemingway,

As a generation that survived the war and
witnessed some of the tragedy,
Hemingway's work revolves around love, war,
travel, wilderness, and loss which resonates with
people who can empathize with it.
Audience
w o r n

As a generation that survived the war and
witnessed some of the tragedy,
Hemingway's work revolves around love, war,
travel, wilderness, and loss which resonates with
people who can empathize with it.
Audience
w o r n
is a psychological phenomenon by which people
tend to develop a preference for
things merely because they are familiar with them
The mere-exposure effect

Perhaps during the Great Depression era, where
most people were struggling to make ends meet.
Infant Mortality was high, but this couple believed
a baby would able to strengthen their love and
increase their happiness.
Exposition
w o r n

This story has a hidden protagonist.
"Baby shoes, never worn means" somebody —
most probably a couple— had bought it yet for
some reason had to sell it, perhaps it was a
miscarriage or something more sinister such as
infant death.
Inciting incident
w o r n

Tragedy: The couple who struggles
Rising Action
w o r n

The climax is the moment when
they sell their baby's shoes
Climax
w o r n

This story doesn't explicitly
describe the exact resolution, but
knowing what era Hemingway
had lived and experienced,
perhaps it ended tragically.
Resolution
w o r n

S t o r y t e l l i n g f o r b r a n d / b u s i n e s s

The world that is Brand The world to be
Exposition
Inciting
Incident
Rising
Action
Climax Resolution
Audience

i P h o n e , t h e 1 s t
g e n e r a t i o n
E x a m p l e

Exposition
Rising
Action
Resolution
Users who use
phone
unintuitively
The introduction of
revolutionary and

magical product
Technology lovers/
mobile phone users

# B l a c k L i v e s M a t t e r

Grandpa
G e o r g e F l o y d
After George Floyd was killed in the custody of
Minneapolis police last month, hundreds of
companies blanketed social media with statements
denouncing discrimination and professing their
commitment to racial justice.
https://www.washingtonpost.com/business/2020/06/13/after-years-marginalizing-black-employees-customers-corporate-america-says-black-lives-matter/

“ I a p p r e c i a t e y o u r B l a c k
L i v e s M a t t e r p o s t . N o w f o l l o w
t h a t u p w i t h a p i c t u r e o f y o u r
s e n i o r m a n a g e m e n t t e a m a n d
y o u r b o a r d ”
Brickson Diamond

A f r i c a n A m e r i c a n s e n i o r
l e a d e r s h i p a t t h e l a r g e s t
t e c h f i r m s .
F a c e b o o k
G o o g l e
S l a c k
Tw i t t e r
M i c r o s o f t
3 . 1 %
3 . 6 %
4 . 4 %
5 . 3 %
2 . 7 %

I u s e d t o b e W i t h I t .
B u t t h e y c h a n g e d w h a t I t
w a s .
N o w w h a t I ' m W i t h i s n ' t I t
a n d w h a t ' s I t i s w e i r d a n d
s c a r y t o m e .
Grandpa Simpsons

N e y m a r ’s r o l l i n g

A n d g o i n g b a c k t o t h e
H e m i n g w a y ’s s t o r y

P i x a r ’s 2 2 r u l e s o f
s t o r y t e l l i n g

You admire a
character for trying
more than for their
successes
Keep in mind what’s
interesting to you as
an audience
Trying for theme is
important
Once upon a time
there was ___. Every
day, ___. One day
___.
Simplify. Focus.
Combine characters.
What is your
character good at,
comfortable with?
Throw the polar
opposite at them.
Come up with your
ending before you
ﬁgure out your
middle.
Finish your story
When you’re stuck,
make a list of what
wouldn’t happen
next
Pull apart the stories
you like

Putting it on paper
lets you start ﬁxing it
Discount the 1st thing
that comes to mind
Give your characters
opinions.
What’s the belief
burning within you
that your story feeds
oﬀ of?
If you were your
character, in this
situation, how would
you feel?
What are the stakes?
Give us reason to
root for the
character.
No work is ever
wasted. If it’s not
working, let go and
move on.
You have to know
yourself
Coincidences to get
characters into
trouble are great
Exercise: take the
building blocks of a
movie you dislike.

Identify with your
situation/characters,
can’t just write ‘cool’
What’s the essence
of your story?

P e o p l e d o n ' t w a n t t o b u y a
q u a r t e r - i n c h d r i l l
t h e y w a n t a q u a r t e r - i n c h
h o l e .
https://blog.hypeinnovation.com/jobs-to-be-done-three-tests-all-ideas-must-pass

N o t u s i n g t e c h n o l o g y f o r
t h e s a k e o f t e c h n o l o g y

J o b - t o - b e - d o n e
Does the idea target
an actual job-to-be-
done that enough
people have?
Is the idea a
meaningful
improvement over the
current way people
fulﬁll their job-to-be-
done?
Does the value of the
idea to customers
exceed the cost of the
idea to them?

G o o g l e G l a s s
Its two main functions allowed you to quickly take
pictures or scroll through the internet but with a two
to three hour battery life.
Is it for fashion? Was it even the right problem to
solve?
B a d e x a m p l e

To o t h b r u s h
The toothbrush was invented by William Addis,
provides exactly what people need, which is to
clean their teeth.
G o o d e x a m p l e

Wa z e
Waze is a mobile driving directions app. Which
certainly addresses a common job-to-be-done:
driving from one place to another. Providing
directions is something that paper maps, AAA and
Garmin have provided for years in the U.S. But
Waze offered a signiﬁcant improvement over
traditional directions solutions, and even the more
recent editions from Google and Apple.
G o o d E x a m p l e

Cash outlays
New cash the customer must spend for
the innovation is a cost.
I t e n c o m p a s s e s a r a n g e o f f a c t o r s
Loss of previous functionality
The new innovation may not include a
function/service that customers had
become accustomed to.
New unwanted behaviors
A new solution develops a new
behaviour, but unwanted behaviour is a
cost.

E x p e r i m e n t s a n d i t e r a t i o n s
Does the idea target
an actual job-to-be-
done that enough
people have?
Is the idea a
meaningful
improvement over the
current way people
fulﬁll their job-to-be-
done?
Does the value of the
idea to customers
exceed the cost of the
idea to them?
Technology

D i s r u p t i n g t e c h n o l o g y
r e q u i r e s t e c h n i c a l
k n o w l e d g e

B a s i c c o d i n g s k i l l s

J a v a s c r i p t + P y t h o n
What you can do
Automation, data analysis, front-end development,
installation, machine learning, API, game development, app
development, web development, system admin, rapid
prototyping, etc.
Useful libraries/tools
https://threejs.org/
https://www.pixijs.com/
https://github.com/airbnb/lottie-web
https://ai.google/
https://developers.google.com/maps/documentation/
javascript/overview
https://derivative.ca/
https://github.com/keijiro/Skinner
https://github.com/iperov/DeepFaceLab
https://pjreddie.com/darknet/yolo/
And a lot more…

K n o w l e d g e i n A l g o r i t h m

T h e d e s i g n t h i n k i n g & p r i n c i p l e

D e s i g n i s n o t
j u s t w h a t i t
l o o k s l i k e a n d
f e e l s l i k e .
D e s i g n i s h o w i t
w o r k s .
S t e v e J o b s

T h e m o s t i n t u i t i v e
i n t e r f a c e s e v e r c r e a t e d
https://www.quora.com/What-are-the-most-intuitive-interfaces-ever-created

Pat the Bunny is a "touch and feel" book for
small children and babies and has been a
perennial best-seller in the United States
since its publication in 1940.
It was written and illustrated by Dorothy
Kunhardt,
https://en.wikipedia.org/wiki/Pat_the_Bunny

F a m i l i a r i t y ( N a t u r a l m a p p i n g )
The term natural mapping comes from proper and natural
arrangements for the relations between controls and their movements
to the outcome from such action into the world.
https://en.wikipedia.org/wiki/Natural_mapping_(interface_design)

T h e K i t c h e n S t o v e
https://en.wikipedia.org/wiki/Natural_mapping_(interface_design)

A c c e s s i b l e t o a l l
An accessible design is one whose content can be accessed
regardless of any user's impairments and whose functionality can
also be operated by the most diverse range of users possible.
https://web.dev/what-is-accessibility/

V i s i o n
Vision impairments range
from limited or low vision to
complete blindness.
M o t o r /
D e x t e r i t y
Motor and dexterity
impairments may affect a
user's ability to use a
mouse, touchscreen, or
other pointing device.
A u d i t o r y
Auditory impairments range
from difﬁculty hearing
certain frequencies, to
speech processing issues,
to a total inability to hear
C o g n i t i v e
Cognitive impairment is a
broad category,
encompassing topics such
as ADHD, dyslexia, and
autism, just to name a few.
https://web.dev/what-is-accessibility/

P u t t i n g i t a l l t o g e t h e r

S t o r y t e l l i n g
Audience
Health-conscious people who love to
exercise, avid technology users, and
wanted to have more fun when exercising.
Exposition
A world where health and technology is
celebrated
Inciting incident
Challenging oneself. From ordinary to an
athlete.
Rising action
Discovering a way that helps to achieve
their goal.
Climax
Finding more fun and joy in exercising
through the tool
Resolution
Making exercise fun and connecting
people who love to exercise.
Te c h n o l o g y
Base
GPS, Bluetooth Low Energy ,
Facebook & Twitter API
Concept
Allow user to easily track their activity
while doing their activities exercising
and share their progress through
social media.
Image
Slick, sporty, black, futuristic
D e s i g n

S t o r y t e l l i n g
Audience
People who like to travel.
Exposition
Australia is a beautiful place, and there
are tons of scenery that travellers can
capture.
Inciting incident
Struggling to capture the beauty of
Australia as a whole and oneself.
Rising action
Discovering a way that helps to achieve
their goal.
Climax
Finding the effectiveness of the tool in
capturing Australia as a whole and
oneself.
Resolution
Finally captured Australian beauty as a
whole.
Te c h n o l o g y
Base
AWS to store the photos, web socket
to enable remote activation,
Facebook & Twitter API
Hardware
Camera, Macbook Pro
Concept
Allow users to easily take a photo
without omitting the beauty of
Australia and share it through social
media.
D e s i g n

W h a t ’s n e x t f o r
t e c h n o l o g y ?

S o c i a l E - c o m m e r c e
https://www.contagious.com/io/article/social-ecommerce-contagious-trend

2 0 0 0 2 0 2 0
U S A
2 2 %
p u r c h a s e
o n l i n e
C h i n a
1 % o f t h e v a l u e o f
e c o m m e r c e
t r a n s a c t i o n s
U S A
6 9 %
p u r c h a s e
o n l i n e
2 0 1 7
C h i n a
4 0 % o f t h e v a l u e o f
e c o m m e r c e
t r a n s a c t i o n s

S h o p s h o p s

S q u a d d e d

B r a n d w h o c o u l d s o l v e t h e
e x p e r i e n c e o f r e a l - l i f e b r o w s i n g ,
o r g a n i c d i s c o v e r y, o r e v e n
h a g g l i n g a n d c h a t t i n g w i t h a s e l l e r
w i l l d o m i n a t e t h e f u t u r e o f e -
c o m m e r c e .

P a t h t o r e c o v e r y :
C o v i d - 1 9

C h a n g e i n b e h a v i o r

“ W e a r e s e e i n g 1 0 y e a r s o f
i n n o v a t i o n c o m p r e s s e d i n t o f o u r
w e e k s . T h e w a y w e w o r k , f l y,
c o m m u n i c a t e , s h o p , u s e f i n a n c i a l
s e r v i c e s w i l l c h a n g e ”
Mark Read, CEO, WPP

https://www.contagious.com/io/article/insight-strategy-cross-collection-amaro-animal-crossing
A m a r o

O v e r c o n s u m p t i o n
H u m a n - c a u s e d c l i m a t e c h a n g e b e c o m e s
i n c r e a s i n g l y i r r e f u t a b l e , t h e p r e v a i l i n g
w i s d o m i s t h a t p e o p l e n e e d t o c o n s u m e l e s s
a n d w a s t e l e s s t o p r o t e c t o u r p l a n e t .

T h e n u m b e r o f c o n s u m e r s w h o h a v e s a i d
t h a t t h e y w o u l d p a y m o r e f o r s u s t a i n a b l e o r
e c o - f r i e n d l y p r o d u c t s h a s g r o w n , f r o m 4 9 %
i n 2 0 11 t o 5 7 % i n 2 0 1 8 .

4 2 % o f m i l l e n n i a l s w i l l d e e p e n t h e i r
r e l a t i o n s h i p w i t h a b u s i n e s s e n t i t y i f
t h e y h a v e a n i m p a c t o n s o c i e t y / t h e
e n v i r o n m e n t a n d 3 7 % w i l l s t o p i f t h e
c o m p a n y h a s e t h i c a l b e h a v i o u r i s s u e s .

https://www.parley.tv/updates/2016/11/3/adidas-x-parley-the-ﬁrst-performance-products-from-parley-ocean-plastic?rq=threat%20to%20
a d i d a s S u s t a i n a b i l i t y

https://www.thefabricant.com/
D i g i t a l O n l y C l o t h i n g -
T h e F a b r i c a n t

I n t h e n e x t 1 0 y e a r s , m o s t o f o u r i n t e r a c t i o n
w i t h t h e d i g i t a l w o r l d w o n ’ t b e t h r o u g h
t y p i n g t h i n g s a n d k e y w o r d s , b u t t h r o u g h
v i s i o n a n d v o i c e

T h e r e w i l l b e 4 4 . 4 b i l l i o n e m b e d d e d c a m e r a s
i n t h e w o r l d b y 2 0 2 2 , a c c o r d i n g t o v i s u a l
t e c h n o l o g y v e n t u r e f u n d L D V c a p i t a

‘ T h e r e ’s a p r i v a c y q u e s t i o n - h o w m u c h
p e r s o n a l i z a t i o n d o y o u w a n t ? T h e t e c h i s
t h e r e , t h e q u e s t i o n i s A r e w e r e a d y f o r i t ? ’
P r i v a c y c o n c e r n s a r e s t i l l e v o l v i n g

https://www.parley.tv/updates/2016/11/3/adidas-x-parley-the-ﬁrst-performance-products-from-parley-ocean-plastic?rq=threat%20to%20
To m m y H i l f i g e r

Te c h n o l o g y h a s b r o u g h t w a r s , c u r e d
d i s e a s e s , c h a n g e d o u r b e h a v i o u r, t h e w a y
w e c o n s u m e , t h e w a y w e t h i n k , a n d o f
c o u r s e t h e c o r e o f a d v e r t i s i n g i n d u s t r i e s
i t s e l f .

A n d y e t w e a r e s t i l l f a r
f r o m t h e e n d

Deconstructing Disruptive Technology in Advertising

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