It’s the 62nd Cannes Lions International Festival of Creativity in thesouth of France, but it looks more like a festival of technology because as far as the eye can see tech companies have taken up the data that is being consumed every day and what is the role of creativity in all of this. According to Sean Rad, the founder and president of Tinder, social media platforms that can’t deliver content at the same rate it’s being consumed at, will die but is the answer in producing content faster if more than 4.4 Zettabytes of data was produced last year alone (4.4 trillion gigabytes)?
According to Koichi Yamamoto from Dentsu in Japan, big data is the new air and that artificial intelligence (AI) is the new big data frontier. Toibot is a bot that talks like you by analyzing what you’ve tweeted before and
But Koichi also said something really profound. He said that big data can only be used to analyse the past, that it can’t imagine the future, it can’t dream, it can only make sense of the past.
Which means that we don’t need new tech. We don’t need big data. We don’t need connected devices and Activation, Direct and Mobile below:
- Google “Cardboard”
- Unforgotten – ILLINOIS COUNCIL AGAINST HANDGUN VIOLENCE Advert
- The Future of Makeup
- Always #LikeAGirl
- Hologram Protest: Spanish activists hold hologram demonstration to oppose anti-protest law
- VOLVO LIFEPAINT
- High Five: Unskippable – GEICO
- Burger King Proud Whopper
- Security Moms – Mães Seguranças
Contributor: Mariana O’Kelly, Executive Creative Director at Ogilvy & Mather Johannesburg