Notes from the morning of day one of the congress. I didn’t manage to take notes in the afternoon as I was speaking.
Cathal McKee
Founder and creative director of CMK, Amsterdam
(was CD of Lostboys)advertising everywhere
wwww.advertisingeverywhere.com
explosion of new ways to communicate
driven by technologyintegrated media, integrated media
brands need to be more effective in this massive range of media…return to look at communication/information theory (sender – media – receiver – feedback)
sender
message
medium
reciver
response
feedback interactionall the above are being changed by media technology
ambient media
gave everyone at Lostboys a bike – covered in branding, to ride around amsterdam on…
gave 50 bikes to barcelona office… it’s too dangerous to ride the bikes here… so just chain them up… but they’ll be stolen… Great!!!Blow-up children in the road to raise awareness of dangerous driving through a dutch town
personal media and branding
why is someone putitng themselves on ebay to get tattooed with the brand of the highest bidder any different from david beckham wearing a logo?
lance armstrong / “LIVESTRONG” wristbandsnuns in amsterdam asked an ad agency to sponsor warm clothing for the homeless… with ad campaigns on the back of them, which the nuns then gave out…
LED belt buckle
modern version of someone with boards on their chest saying ‘the end is nigh’?
digital media
blurring of commercial boundaries… internet forces transparency
mass amateurisation of advertising – converse are inviting people to make adverts for them which if they like them, they will put on MTV
new ideas
mailshot of “10% off”, “20% off” stickers from a store in holland… allowed to wander around the store and stick them on whatever you want to take to the checkout for the corresponding discount.nike ID – mass customisation
in-game advertising…
augmented reality gaming
Nokia’s 20lives…
products that give continuous advertising
examples by Gro Designanti-advertising products: tv be gone
question
is advertising dead? in the sense that candles are dead after the invention of the lightbulb… however you now spend far more on a candle than a light bulb… effectively death de-commodified it…
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Hermann MaurerTechnological Dreams and Nightmares
an outlook to the (near) futurepc of 2012a
no spinning harddrive : massive solid state storage, no screen, no keyboard, no battery: fuel-cell or energy harvesting
eyeglasses delivering audio via bone-conduction
direct retina projectionchanges how we use computers
input: speech, gesture, sensors/direction, brain activitychanges communication between people
rememberance agents… information retrieval during discussionmaybe this will empty our brains
from dawn of literacy: “he who learns to read and write, his mind will empty completely”
lost ability to remember, calculate, what next?
logical combination? thinking?
What will remain of us?
changing how we learn – we should look not at how elearning should be done… but WHAT learning should be done… what should be learnt, what should be retrieved from our powerful systems when necessary? (and again, what is lost?)
Changes humanity-
paper became an extension of our brain, now the PC and internet are also
what happens if there is catastrophic failure of these systems once we depend on them?
it is a miracle that a successful cyberattack has not happened. give a group of computer scientists 500m euros and the goal of shutting everything down, and they could do it.
interconnection of computer grid and power grid. a large, long power outage could stop the net.
if power fails for an extended period of time in an industrialised city, very quickly descends to a civil war situation
(his sf book ‘paranet’ describes worldwide breakdown of the net)
Some thoughts on how to avoid this:
need to support some forms of regionalisation in the face of overwhelming globalisation in order to foster redundancy against catastrophic failure of global networks (trade, energy, info)
“Balance or Destruction” by F.J. Radermacher
future increase in production is possible without further damage to environment – the growth must be distributed unevenly…also – global marshall plan (google it)
Globalisation where necessary, reginalisation where reasonable
e.g. “asymmetric distance tax” based on GNP
increases stability through self-sufficiency
supports new redistribution of wealth
supports regionalisation and natural life
also holds for non-material aspectsglobalisation is not just in material products – knowledge, media , information
more stability in networks / computers
radical apporach: give up john von neumann’s concept of computing – no distinction of data and programmes – no more bootstrapping
operating systems and basic software on chips. advantages – cannot be easily destroyed, more reliable.
would this improve the quality of software, as it’s more tnagible, and more costly to update?
write-once nature would challenge virus writers…other approach – trusted computing approach
in a very globalised society we are very vunerable to breakdowns.
Petafloptimism 
Somebody talking about 20Lives in Lübeck? What was it about? Curious, because we’re made it up (my art director and me)