2015 international ces day 1 recap #ogilvyces

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3 5 RECAP DAY 1 MATT DOHERTY, ASSOCIATE DIRECTOR, GLOBAL DIGITAL CREATIVE DEVELOPMENT OGILVY & MATHER WORLDWIDE ABC, ALWAYS BE CREATING What are you going to make with AirDog, the world’s first auto-follow drone from GoPro cameras? IF IT’S NOT BROKEN.. Smart watches are everywhere. Do we really need to fix something that’s not broken? 1 2 4 REAL DISRUPTIVE STORYTELLING Virtual reality is going to disrupt the way we tell stories INTERNATIONAL CES 2015 NOT YOUR DAD’S MOBILITY Mobility today isn’t about motion, it’s about human progress A NEW AGE OF CARTOGRAPHY How are robots supposed to understand how to live in a complex world, we don’t understand?

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Page 1: 2015 International CES Day 1 Recap #OgilvyCES

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DAY 1M A T T D O H E R T Y, ASSOCIATE DIRECTOR , GLOBAL DIGITAL CREATIVE DEVELOPMENTOGILVY & MATHER WORLDWIDE

ABC, ALWAYS

BE CREATINGWhat are you going to make with AirDog, the world’s first auto-follow drone from GoPro cameras?

IF IT’S NOT

BROKEN..Smart watches are everywhere. Do we really need to fix something that’s not broken?

1 2

4 REAL DISRUPTIVE STORYTELLINGVirtual reality is going to disrupt the way we tell stories

INTERNATIONALCES2015

NOT YOUR

DAD’S MOBILITYMobility today isn’t about motion, it’s about human progress

A NEW AGE OFCARTOGRAPHYHow are robots supposed to understand how to live in a complex world, we don’t understand?

Page 2: 2015 International CES Day 1 Recap #OgilvyCES

RECAPDAY 1INTERNATIONALCES2015

M A T T D O H E R T Y, ASSOCIATE DIRECTOR , GLOBAL DIGITAL CREATIVE DEVELOPMENTOGILVY & MATHER WORLDWIDE@ T H E M A T T D O H

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DAY 1INTERNATIONALCES2015

1 NOT YOUR

DAD’S MOBILITYAUTOMOTIVE MOBILITY means more than just moving from point A to point B. Our digital behaviors changed what we do in between. Mobility today isn’t about motion—it’s about human progress according to Ford CEO Mark Fields. It’s about understanding consumers’ behaviors behind the wheel. Brands need to understand what drives consumers to act differently on the road in different life instances (say a trip to the ER versus a trip to pick up the kids after school). You have the chance to provide utility in these situations and help the automotive industry to adapt to our collective behavioral changes.

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DAY 1INTERNATIONALCES2015

2 A NEW AGE OFCARTOGRAPHY

WE BARELY understand the environments in which we live. For instance, 95% of our oceans remain unexplored. So how are robots supposed to understand how to live in our complex world? That’s the next big leap that’s needed in robotics. We need to enable robots to build 3D maps of the environments they inhabit, with every shape they view indexed, so that they can become self-aware of their surroundings and capable of performing cognitive actions. Clearly the humans in Interstellar nailed it with TARS. Let’s hope our reality can be more like the what we see in the multiplex.

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NOT BROKEN...TRAIPSING AROUND CES, you see that a lot of the smart watches are well, ugly. Rubbers and plastics and everything synthetic. What’s going to make consumers actually adopt smart watches? Some tech companies are placing their bets that it’s not about the multifunctionality display screen or synchronization with your mobile device, but about the traditional aesthetics of watches that will win consumers over paired with wearable technology. Withings Activite and Profite do just this by providing a traditional looking watch outfitted with technologies that can track all of your habits with no need to charge. We already know that Apple’s coming entry will be beautiful. It looks like other players are joining them in defining the aesthetics of wearables.

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DAY 1INTERNATIONALCES2015

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STORYTELLINGOCULUS VR CEO Palmer Luckey wants everyone to calm down. VR will become a thing, ok? Stop acting like Veruca Salt by demanding it now, NOW, NOW. It’s only been two and a half years since Oculus Rift was announced. As more and more brands enter this immersive space, how will Virtual Reality disrupt the way we tell stories to our consumers? Will we start telling our stories in first person? What are the effects of lighting in the environment? The brightness of colors? What emotional states can we trigger? It’s going to get interesting. Hey, agencies: we’ve been warned, we need to begin hiring video game developers with expertise in Unity if we want to start playing in the VR league.

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DAY 1INTERNATIONALCES2015

5 ABC, ALWAYS

BE CREATINGTECHNOLOGY LETS us find new ways to create, film, and make. With every return of CES, some new fangled device comes along that gives you the chance to do something entirely new from a different perspective. And this time around it’s AirDog that steals the stage. AirDog is the world’s first auto-follow drone for GoPro cameras. It constantly tracks where you’re going, operates by itself, and enables you to focus a new lens (quite literally) on anything you do. Looking to amp up your real-time social content? Get an AirDog for the creative team and go to town. Just check with air traffic control first, ok?