安布思沛中国-2022年未来焦点：媒体的新交叉点英

FUTUREFOCUS2022

MEETUSATTHENEW

INTERSECTIONOFMEDIA

FUTUREFOCUS2022/MEETUSATTHENEWINTERSECTIONOFMEDIA

/INTRODUCTION/

Intheoldworldwespentmuchofourbusinesslivesintransit,andonplanes,leadingtoittakingmuchlongertounderstand,andbreakthroughinternationalchallenges.Areshapingofdigitalconnectionshasincreasedthefrequencyofhumancontact,givingwaytoincreaseddiversityofperspectivesandculturesallinthesamevirtualspaceinteracting,debatingandreimaginingourfuture.

FutureFocus2022helpsustodefinethistimeandlooktoournexteraofmarketing,examiningthethreemosturgentintersectionsofpossibilityforbrands.TheIntersectionofNextandNormalexaminestherapidadjustment,experimentationandinnovationthatiscurrentlytakingplaceascompaniesandconsumersadapttonewwaysofliving,includingnewhybridmodelsinmanypartsoflife,greateruseofvirtualworlds,andgreaterflexibilityinworkingpatterns.

WeexaminetheIntersectionofEmpathyandResponsibility,examininghowmanybrandsaretakingamorepublic-spiritedapproachtotheirmanufacturingandmarketing,usingtheirknowledgeandmarketpowertohelpmaketheworldmoresustainableandfairer.

TheIntersectionofPersonalandPrivatelooksatwhyitismoreimportantthaneverthatpeoplebeabletoprovewhotheyare,butatthesametimeharderforbrandsandthirdpartiestoknowwhotheyare.Thenewintersectionofmediaoffersunrivalledpossibilitiesforthosethatdesireit.

We’llmeetyouthere.

AMANDAMORRISSEY,

GlobalPresident,iProspect

3.

2.

Constantadaptationisarealityofourcurrenttimes,thecontinualneedtoreact,adapt,andrespondtounparalleledchangeinourworld,ourindustry,andmostimportantlyinourselves.

Inaworldreshapedbynumerouscrises,wehaveseenhumaninteraction,digitalbehaviour,andconsumerhabitsfundamentallyshifted.Withnervousnessaboutthefuturetheoverwhelmingfeelinginsocietiesgloballya,andwith86%ofgloballeadersbelievingthatbothpositiveandnegativedigitalchangewillbethelongestlastingchangetheworldweseeb,thedigitalworldholdsthepotentialtocompletelyreshapehowwemoveforwardasaglobalcommunity.

Whetherthisshiftispermanent,remainstobeseen.Thispaceofchangeinourlifetimehasgivenfocusonaneedforavailability,accountability,andsustainabilityacrossmediaandyethasalsobornewitnesstothereimaginingofwhatmediacouldbe.

AtiProspect,wehaveseenanewintersectionofmediaemerging.Mediahasbecometheintersectionofculture,content,data,andtechnology.Withdigitallynativebrandsacceleratinggrowthatthisnewintersectionattripletherateofecommerceoverallc,weseethatthisnewintersectionofmediaallowsforpossibility,innovation,andchange.Brandsmustexaminethefundamentalshiftsinhowtheyoperate,organise,andultimatelytransact.

Agreateremphasisonecommercehasradicallychangedbrands’relationshipswithconsumers,with73%ofconsumerscontinuingtousenewlydiscoveredpurchasingchannelsandbrandsfromthepastyeard,brandsmustfocusquicklyonboththeexperiencesthattheybuild,andhowtheytargetthesenewconsumers.Ithasbroughtafundamentalshiftinhowadvertisersandagenciesmustorganiseourselves,whatskillsweuse,andhowwedobusiness.

34

36

Mediafora

SustainableFuture

CaseStudy

A&W:

SERVINGBEYONDMEAT

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MEGATREND3

THEINTERSECTIONOFPERSONALANDPRIVATE

06

CaseStudy

WELCOMETOBENETTONISLAND

CaseStudy

GETTINGKATHMANDUOUTTHERE

20

26

MEGATREND1

THEINTERSECTIONOFNEXTANDNORMAL

46AnonymouslyYours

10TheHybridHuman

ShopHere.

ShopNow.

16GetVirtual

22SecurebutScarce

12

48CookieNoMore

52YourData.MyData.

CaseStudy

MAKINGMAGGITHEDESTINATIONFORMOMS

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TheRemote

Revolution

MEGATREND2

THEINTERSECTIONOFEMPATHYANDRESPONSIBILITY

30

CONTENTS

ReimaginingwithResponsibility

INTRODUCTION

03

42

4.

FUTUREFOCUS2022/MEETUSATTHENEWINTERSECTIONOFMEDIA

5.

MEGATREND

THEINTERSECTIONOFNEXTAND

NORMAL

01

OurworldwascompletelyupendedbytheCOVID-19globalpandemic,whichlastedlongerthanmanyinitialforecasterstold.Whilenotyetendemicandthatpointintimenotyetknown,wehavestartedtoseethesignsofsocietiesandtheglobaleconomyreopening.Countriesarelooseningtravelrestrictions,vaccinationratesincreasing,andmaskmandatesandpublichealthmeasuresarelessening.

Wefindourselvesatanintersectionofnext,andnormal.Consumerbehaviourhassorapidlychangedoverthelast18monthsthatwehaveseenmorechangeinthewaymanypeoplelive,work,shop,andsocialisethananytimeinthepast70years.

6.

FUTUREFOCUS2022/MEETUSATTHENEWINTERSECTIONOFMEDIA

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MEGATREND

01

SHOPHERE.

SHOPNOW.

PAGE12

accelerationofnewshoppingservicesandtechnology,buildingon

rapidgrowthinonlinecommerce.

GETVIRTUAL

PAGE16

Theconceptofvirtualworldsbecomingmainstream,andeven-possibly-takingoverfromgroupvideocalls.

THEINTERSECTIONOFNEXTANDNORMAL

Wearealreadylivinginthenextnormal,andforbrandsandthewidersocietytosucceedwemustbeagileandcontinuetoadapttonewhabitsandbehaviours.

Thepandemicacceleratedtrendsthathadalreadybeenrising,forexampleindigitalusage,cashlesspayment,streamingsubscriptions,timespentongamingplatforms,and,ofcourse,thepercentofcommercetransactedonline.Wehaveseengreateradoptionanduseofin-homedigitaldevicesaspeoplereactedtomoretimespentathomeandupgradedtheirhomes.

Andtheopportunityisthatthesenewbehavioursarecreatingfascinatingwhitespaceswheredifferentworldscollide.Itisattheintersectionoftheseworldsthatthebiggestdisruptionwillemerge:digitalandanaloguemerging,commerceasanexperience,virtualasthenewsharedspaceorevenflexibilitybeingthenewconstantintheworkspace.

Recenttrendshelpillustratehowitiscentralforabusinesstonavigatethetensionattheheartoftheseintersections.

Firstly,commercemustbeeverywhereandstartathome:therapidgrowthofon-demandcontentandamazonprimeandrestaurantdeliveryserviceisforcingareinventionofmanycategorieswhichwerefocusedonfootfalloutofhome.Inthespiritcategoryasanexample,BacardihaspartneredwithDeliveroowhilstWilliamGrant&SonslaunchedonlinepremixedcocktailsBatch&bottletotapintonewhomehabits.

Secondly,weseetheriseofavirtual-firstworldovercomingtherealworldlimitations:WithCovidfasttrackingdigitalconsumptionandinnovation,newvirtualworldswillbecomenotnichesideshowsbutthemaineventasweembraceadigital-firstworld.Metaverseandcryptocurrency’srecentsuccessarejustthetipoftheicebergascompaniesneedtogetreadytoleadinadigitalworldthatismuchfasterthantheworldwecurrentlyknow.

Hybridmodelsdevelopingtoprovideonlineandofflineoptionsforentertainment,events,festivalsandmore.

The

the

THEREMOTE

REVOLUTION

PAGE24

Greaterflexibilitywithintheworldofworkforthoseluckyenoughtobeabletoworkfromanywhere.

/TheIntersectionofNextandNormal/

orhybridworkingbecomesthenorm.Asaresultof“thegreatresignation”,companiesarenowputtingin

won’twe

proving

items.

placespecificbenefitsfocusedonpromotingacultureofagilityinordertoattractthebestcandidates.Asourrelationshiptohowweworkchangessodoesourlocationandpersonaltimeevolve.

TheIntersectionofNextandNormalseesmany

brandsleaningintochangethatissettobepermanent.Thosethatsucceedwillmakethemostoftheseopportunitiesbyinvestinginambitiousmediastrategiesandtransformationplanstocapitaliseonnewopportunities.

Thischapterexamines:

greatthe

Unlimitedcreativity,connectionsand

recommendationspoweredbyAIwillopen

possibilitiesthatwillmeanthesenewworlds

beclunkyreplicasofouranaloguelifebutinstead

opennewpossibilitiesthatareunlikeanything

haveseenbefore.NFT’ssuccessisagreatexample

ofsomethingthatdefies“analog”logicyet

arunawaysuccessforluxuryandcollectors’

AndFacebook’srecentrebrandingofMetaisa

markerofthatchangeandthepotentialbehind

Metaverseforsuchacompanytowanttoown.

demand.and

anda

remote

Finally,wearewitnesstotheriseofwork-on-

COVID-19hasfundamentallychangedemployee

employerexpectations,withagility,flexibility,

focusonmentalhealththenewprioritiesas

THEHYBRIDHUMAN

PAGE10

SECUREBUTSCARCE

PAGE22

Technologicaladvancesmakingitpossibletocreateuniquecopiesofdigitalassets,andhowthisisgeneratingmillionsinrevenues.

8.FUTUREFOCUS2022/MEETUSATTHENEWINTERSECTIONOFMEDIA9.

MEGATREND

01

THEINTERSECTIONOF

NEXTANDNORMAL

THEHYBRID

HUMAN

10.

FUTUREFOCUS2022/MEETUSATTHENEWINTERSECTIONOFMEDIA

THEHYBRIDHUMAN

Consumershavebecome

accustomedtotheflexibility

offeredbyomnichannelretail

-theabilitytoresearchand

buybothonlineandin-store,

andcombinationsofthetwo.

Wenowseemanyotherareasoflifebecomingomnichannel,developinghybridmodelsthatmixdigitalandin-personparticipation.

/INTHECINEMAANDINTHEHOME/

Entertainmentisincreasinglyhybrid.StudioslikeDisneyarereleasingfilmsintheatresandonlineatthesametime.Forexample,CruellawasreleasedbothincinemasandonlineinMay2021,generatingaglobalboxofficeofjustunder$250m,1withstreamingrevenues,fromanadditionalfeeforDisney+subscribers,reachingabitunder$50m.2Whilethesenumbersmayseembig,theyaremuchlowerthanwouldhavebeenexpectedfromahigh-profiletheatricalreleasebeforethepandemic.CinemachainCineworldhasreporteda70%fallinitsUSadmissions,3andwhileacombinedmodeloffersflexibilityforfilmfans,itchangestheeconomicsfortheindustry.

Netflixisexperimentingwithphysicalentertainment.Ithascreatedliveactionexperiencesfortwohitshows,Bridgerton4andMoneyHeist,5forwhichfanscanbuytickets.

Eventsandfestivalsarealsobecominghybrid.TheEdinburghFringeFestivalfeaturedapproximately1,000shows,ofwhichabout600wereliveinvenuesaroundthecity,100wereavailabletostreamliveatspecific

/TheHybridHuman/

INDUSTRYOUTLOOK

Tolearnmoreabouthowbrandscancreatemeaningfulchangethroughhealthinnovationinthenextyears,downloadthereportHealth2030on.

regularly,liketheCovidSymptomTracker.10Again,thishasbeenhappeningforafewyears,butthepandemicrapidlyacceleratedadoption.

Weexpectthistrendtoexpandtomanyotherareasoflife.Asexperiencesblendonlineandoffline,brandswillwanttoeitherpartnerwithorbuycompaniesthatwillhelpthemtocontrolasmuchoftheexperienceaspossible.Newcompanieswillemergethatmakeiteasiertomanageandfulfilomnichannelexperiences.

times,and300wereavailableto

streamon-demand.6Theflexibility

allowedaudiencestotakepart

anywherearoundtheworld,and

alsoallowedperformerstosubmit

theirshowstobepartofthe

platformremotely.Nofigureshave

beenmadepublic,butinevitably

theboxofficetakingswillbedown;

thefestivalnormallyhasmorethan

3,000shows.7

/FLEXIBILITYFIRST/

IKEAtookadvantageofthistrend

whentheyhostedtheirglobal

festivalin-storeandonlinein

WHATCAN

BRANDSDO

Actastrustedguidesduringtimesofuncertaintyandchange.

Adapttonewpatternsofliving,takingnewfootfallpatternsandmediausageascuesforomnichannelmediaplanning.

Explorenewaudienceswhomayenterthemarketasaresultofthenewmodels–forexample,thoselivingindifferentcountrieswhocannowbecomecustomersunderhybridmodels.

mid-September.8Onlineelements

includedfilms,shows,andevenDJ

setsfromfamousDJsintheirown

homes.In-storeelementsincluded

talksonwellness,andclasseson

howtoupcycleandgiveolderIKEA

furniturearefresh.

Workisbecominghybridfor

thoseluckyenoughtobeableto

workeffectivelyfromhome.Many

officesaretryingoutnewwaysof

workingwherepeoplespendtwo

tothreedaysaweekintheoffice,

andtherestfromhome.Microsoft

reportsthatitsTeamscollaboration

technologynowhas145mdaily

users.9Sometransportcompanies

areadaptingtheirmodels

accordingly,offeringseasontickets

availableforalimitednumberof

dayspermonth.

Healthisbecominghybrid,with

newtechnologiesallowingvirtual

consultations,andevenappsthat

letpeoplereporttheirownhealth

11.

INDUSTRYOUTLOOK

Tolearnmoreabouthownewshoppingbehaviourshavetransformedthegrocerylandscape,anddiscoverwhichinitiativeskeyplayersinthespacearelaunchinginordertomeetnewchallenges,downloadthereportIndustryOutlook:OnlineGroceryon.

MEGATREND

01

THEINTERSECTIONOFNEXTANDNORMAL

SHOPHERE.SHOPNOW.

FUTUREFOCUS2022/MEETUSATTHENEWINTERSECTIONOFMEDIA

SHOPHERE.SHOPNOW.

Commercehasseengreatchanges,manybroughtonbylockdowns.

Digitalhasgrownitsshare,forexample,reachingapeakof40%ofallconsumersalesintheUKinMay2021.11Newservicesandtechnologieshaveemergedtomakeshoppingevenmoreconvenientandomnipresent.

/THEBRINGITTO

MEECONOMY/

Groceryshoppinghastraditionallyhadlowlevelsofonlinesales,butlockdownmademanytryitforthefirsttimeandexperiencehowconvenientitcanbe.Itisnowbeingblendedwithanotherlockdownstaple,takeawaydelivery,tocreateon-demandgroceryshopping,withservicesfrombothestablisheddeliverycompanieslikeDeliverooandInstacart,andalsonewentrantslikeGorillasandGetir.TheFinancialTimesreportsthat$14bnhasbeeninvestedinthesecompaniessincethestartofthepandemic,includingover$8bnin2021.12

Alloftheseareofferinglimitednumbersofproducts,bothfreshandpackaged,fordeliveryeitherfromadedicatedhub,oranexistingretailerinaslittleastenminutes.Becauseinventoryismanaged,‘live’shoppersonlyseeproductsthatareavailableatthetimeofordering;nosubstitutions.

Thison-demandmodelismovingtoothercategories.InGermany,Ariveoffersproductsfromaselectionoflifestylebrands-includingApple,LEGOandLululemon-fordeliverywithin30minutes.13

/ONLINECOMMERCE

BECOMESLIVE&

IMMERSIVE/

Commerceisalsobecomingmoreembeddedintocontent,finallydeliveringthepromiseofshoppingwithinsocialmedia.Snapchat,TikTokandMeta(includingInstagramandWhatsApp)addedmorewaysformerchantsandinfluencerstosellontheirplatforms,andwaysforuserstosetuppaymentanddeliverydetailstomakebuyingmoreseamless.

Metareportsthatmorethan1bnofitsusersregularlyaccessitslocalshoppingserviceMarketplace,14andMarkZuckerbergrecentlyrevealedthattherearemorethan1mstoresonMeta’splatforms,where250mpeopleinteractwiththem.15

LivevideoshoppingwithinappshasalsoarrivedintheWestinforce,withbothFacebookandInstagrampromotingitwithpartnerslikeBobbiBrown,Clinique,andSephora.16ThistechnologyfirsttookoffinChina,andAlibabahasstartedtoofferitsAliExpressliveshoppingappsinEuropeancountries,recruitingpresenterstohostshoppingshows.

/ShopHere.ShopNow./

WhileAliExpressissignificantlybiggerinAsiathanintheWest-itisreportedlya$60bnrevenuechannel17-itisevenbecomingpopularwithniches.WhatNotisanappwitha$1.5bnvaluationsellingcollectablesliketoysandtradingcardsthroughlivevideoevents.18

13.

12.

01/THEINTERSECTIONOFNEXTANDNORMAL

SHOPHERE.SHOPNOW.

/SHOPPABLECTV/

TheriseofconnectedTVhascreatedthepotentialforintegratedshoppingonthebiggestscreeninthehome.Thistimeitisnotthroughlivevideostreams,althoughthosechannelsstillexist,butthroughlettingviewerssendinformationandshoppinglinksseenon-screentotheirmobiles.YouTubeiscurrentlyexperimentingwiththisintheUSthroughnewformatsforpeoplewatchingontheirsmartTVs,19andintheUK,ITVpartneredwithLGtocreateshoppablecontentfortheirshowLoveIsland.20ViewerswatchingonanLGsmartTVcouldgetpromptswhenproductsappearedonscreen,forexample,clothingorcosmetics,andtheopportunitytoseemoreorbuyontheirphones.

Gettingintothesci-fiarea,YouTubeisalsoexperimentingwithAI-basedimagerecognitiontechnologythatiscapableofidentifyingproductsinvideosthatpeoplewatch,andthenrecommendingthoseproducts.21Forexample,ifsomeonewaswatchingabakingvideothetechcouldrecogniseafoodmixer,andthenexttimetheviewerloggedintoYouTubetheymightbepresentedwithrecommendedproductsaswellasrecommendedvideos.

Someofthesenewwaystobuyarecurrentlyverylimitedingeographicalortechnologicalscope,butaswehaveseenwiththerapidriseofserviceslikeUber(fromlaunchto300citiesin5years22),ortechnologieslikeaugmentedreality(currently1.5bnusers,projectedtoriseto4.3bnin202523)growthcanbeveryfast.

Similarly,expectshoppingtobecomeeasier,withthenumberofclicksneededtobuyfallingovertime,and,inthecaseoftheTV,theneedtosenddetailstoyourphoneratherthanbuyingdirectlyfallingaway.

Netflixdoesnotrunadvertising,but

itispossibletoimaginetechnology

likethisbeingpartoftheserviceat

somepointinthefuture,particularly

aroundtheirmorerealitybased

programmes.Ithasalreadycreated

anonlinestoretosellproducts

inspiredbyshows;couldtheybe

planningtoofferon-screenbuying?

14.

FUTUREFOCUS2022/MEETUSATTHENEWINTERSECTIONOFMEDIA

WHATCAN

BRANDSDO

Experimentwithnewwaystosell,testinginthemostadvancedmarketstobereadyforbroaderroll-outandadoption.

Targetshoppingandpaymentmessagesaroundthesenewcontextsandkeywords,ratherthansimplytargetingpagecategories.

Includestrong,brand-basedmessages,tobalancewithmoreshoppableads.

“

Digitalhasgrown

itsshare,reachinga

peakof40%ofall

consumerssalesinthe

UKinMay202111

15.

MEGATREND

01

THEINTERSECTIONOFNEXTANDNORMAL

GETVIRTUAL

FUTUREFOCUS2022/MEETUSATTHENEWINTERSECTIONOFMEDIA

GETVIRTUAL

Virtualinteractions,whetheringamingoronvideocalls,havebecomeperfectlynaturaltomany.Gamingisboominginpopularity,andmorepeoplegettingusedtotheideaofnotactuallybeinginthesamespaceasthepeopletheyinteractwithforhourseachweek.

/VIRTUALWORLDS,REALGROWTH/

ThesuccessofonlineworldslikeFortniteandRobloxhasledtoincreasedinterestintheconceptofTheMetaverse,virtualworldswherepeoplecan‘live’formuchoftheirtimewithactivities,identities,andeconomiescreatinganimmersiveexperience.

Bothgameshavemillionsof

dailyactiveusers.RobloxnowhostscompanieslikeGamefam,whichcreatesgameswithintheplatformthatpeoplepayfor,andisreportedlygeneratingsixfiguresamonthinrevenues.24

Thepastyearhasalsoseenanaccelerationintheadoptionofvirtualreality,with(comparatively)highsalesfornewheadsets,especiallytheOculusQuest,whichallowsanuntetheredVRforlessthan£300,25and(againcomparative)fasttakeupofnewgameslikeIExpectYoutoDie2,

whichisthefirstVRgametoreachmorethan$1minsalesinthefirstweek.26ResearchfromCCSInsightreportsthat70%ofVRusersboughttheirheadsetsinthelastyear,and90%playgamesinVRatleastonceaweek.27

/PLAYING,

EXERCISING&

WORKINGVIRTUALLY/

NewusecasesarebeingfoundforVR,likefitness.TherearenowanumberofappslikeFitVRthatallowpeopletotakepartinimmersiveworkoutsthatfeelrealbecauseoftheheadset.

Morepeoplenowworkremotely,meaningthatcontactwithcolleaguesisbasedonvideocallsandemails.Thiscouldalsobeanopportunitytocreatesomethinglikeavirtualworldaroundworkplacecollaboration.

InAugust,Meta,ownerofOculus,revealeditsvirtualworkspace,HorizonWorkrooms,anddeclaredthatitwastransitioningintoametaversecompany.Inaninterview,MarkZuckerbergspokeaboutthejoysofmoreimmersiveexperiences,forexample,visitingvirtualcomedyclubs,vs.theexperienceofwatchingthingslikethatonvideocalls.Facebookhasmorethan10,000employeesworkinginmetaverse-relatedprojects,includingVRandAR.28

/GetVirtual/

17.

16.

ALLROADSLEADTOTHEMETAVERSE

Tolearnmoreaboutthemetaverseopportunity,understandtheroleofgaming,andexplorehowbrandscangetaheadstartontheirjourneytothemetaverse,readAllRoadsLeadtotheMetaverseon

/DTA–DIRECTTO

AVATAR/

Probablythebiggestindicationthatwearemovingintoatimeofmetaversesisthedevelopmentofvirtualeconomies,orDirecttoAvatarinsteadofDirecttoConsumer.EstablishedbrandslikeVans29andBalenciaga30arethelatesttosellclothingwithinvirtualworlds–RobloxandFortnite,respectively–withBalenciagasellingitemslikehoodiesingameandinreallife.

Weseehugedevelopmentsinthisarea-morebrands,moredrops,morepartnerships,andmorephysical/virtualcrossovers.

Brandsarealsoemergingingames,offeringclothingforcharacters.BrandslikeTheFabricant,TributeBrandandHanifadonotexistinthephysicalworldbutaresuccessfulbusinessesthroughvirtualsales.31Ifthisisrelevanttotheiraudiences,brandsshouldincludevirtualandin-gameelementsinexistingcampaigns;virtualshouldbepartofanomnichannelstrategy.Virtualworldsallowbrandstodothingsthatwouldnotbepossibleintherealworld,fromin-gamepowerstovirtualsubbrands.

Crucially,Metaseemstoseeitsversionofthemetaverseasidentitybased.SimilartoApple’sMemojis,andSnapchat’sBitmojis,thepointisthatyouravatarlooksrecognisablylikeyou,sothatwhenyoumeetyourcolleaguesintheofficetheycanrecognisethatit’syou.

01/THEINTERSECTIONOFNEXTANDNORMAL

GETVIRTUAL

WHATCAN

BRANDSDO

Incorporatevirtualandin-gameelementsintoexistingcampaigns;virtualshouldbepartofanomnichannelstrategy.

Experimentwiththeideaofavatarsasanaudience.Explorewaystotargetbasedonnew,virtualandin-gamemetrics.

Evaluateanyapplicablelessonsfromsocialmediathatcouldalsoworkinvirtualworlds.

18.

19.

FUTUREFOCUS2022/MEETUSATTHENEWINTERSECTIONOFMEDIA

/CASESTUDY:WelcometoBenettonIsland/

CASESTUDY

/BENETTON/

WELCOME

TOBENETTON

ISLAND

Whatbetterwaytobepresentinthelifeofgamersthantolivetogetherwiththeircharacters?UsingacharacteronAnimalCrossingcreatedourownBenettonIsland,incollaborationwithcreatorAzalona.ShedevelopedanonlineislandrespectingBenetton’svalues:sustainability,diversity,andinclusion.

ThecampaigngavelifetoGreen,themaincharacterwithnodefinedgenderidentity,whocanwearalloftheclothesamongBenetton’s10mosticonicitems.Visitorscouldn’tlandwiththeirplaneonBenettonIsland,asthiswouldhavedamageditsunspoilednature,sotheywouldhaveuseda“CodiceSogno”(dreamcode)tovisittheislandwhileasleep.InordertodrivetraffictowardstheCodiceSogno,printarticles,socialmedia,andhigh-profileinfluencersdrovetraffic;andaboveall,a

THESOLUTION

personalizedlandingpagewheregamerscoulduploadtheirpersonalAnimalCrossingcharacterswhilewearingtheBenettonoutfittheylikedthemostwascreated.

Benettonwasamongthefirstbrandstoexperimentwithsuchadisruptivesolutionone-gamingplatforms,andwillsoonseetheexecutionplacedliveinselectretailstores.

THEREALITY

Gamersspendhoursoftheirdaysbringingtheircharacterstolifeinthefantasticworldsofe-gaming.Nowaprimarychannelforsocialinteractionsandself-expression,videogamesallowagreatcustomizationoftheenvironmentinwhichtheactiontakesplaceandofthecharactersthemselves.Benettonneededitsbrandtobepresentedinarelevantwayforplayersandatthesametimetobringtolifethevaluesinwhichthebrandbelieves.

21.

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SECUREBUTSCARCE

FUTUREFOCUS2022/MEETUSATTHENEWINTERSECTIONOFMEDIA

SECUREBUTSCARCE

Onlinetradingalsoboomedduringthepandemic,andtheriseinpopularityofcryptocurrencieshashadanunexpectedknock-oneffect:theriseofthesecureassettechnology,theNFT.Oneofth