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Brave New Normal Creative Trends 2021 Brave New Normal Creative Trends 2021 2 Brave New Normal: Creative Trends 2021 “Despite its’ challenges, 2020 has This report was created by a team of strategists, provided marketers and agencies an creatives and technologists from across dentsu’s global creative offering including experts from opportunity to reset and shift the award-winning agencies dentsumcgarrybowen, Isobar, paradigm of business and 360i and dentsu agencies. brand building. In it they draw on their experience as partners to some of the world’s biggest brands as they navigate through Brave New Normal presents new imagination for the pandemic and evolve their businesses. growing businesses in the years to come - reframing the potential for brands and encouraging them to embrace a new creative canvas to delight, connect, The report also includes insights and case studies inspire, and empower their customers. from Dentsu Inc.’s world famous innovation teams. The intention is for you to use this document as a tool to reflect on 2020, and to provide inspiration to propel Technology unlocks the power of connected creativity your business and brands forward into a brave, new and this is the greatest opportunity our industry has normal in 2021 and beyond. ever known.” — Jean Lin, Global CEO, dentsu Creative Brave New Normal Creative Trends 2021 3 A story of radical collaboration It’s tempting to see 2020 as a story of polarisation. The most likely - and interesting - answer is both. It is only when we resist polarisation and bring For every action, there will be an equal and opposite together craft and code, game designers and diversity reaction. Where extraordinary things happen is when champions, virtual reality and emotional impact that Yet in many ways it has been a story of radical we resist binary thinking and bring those opposites we will create a truly brave and brilliant future. collaboration. Faced with unprecedented problems, together. Remote farms sell their produce over businesses came together as never before. livestream and validate it over blockchain. Fresh creative voices are funded using cryptocurrency. The As we locked down, we were forced to open up to new future of work is being imagined in the here-and- possibilities. As our physical worlds became anxious now of gaming as we make real connections through and constrained, virtual experiences were charged virtual personas. with emotion. Able to touch less, we found ways to feel more. Perhaps more than anything, we learned that it’s difficult to predict what the future holds…. Our Brave New Normal report explores five themes that will coexist, combine and recombine to shape the future of creativity and technology. Are we destined for a future where avatars roam virtual landscapes, where we wear digital makeup and collect digital sneakers? Or will we yearn for the As we look to the future, it is only by bringing together homespun and the handmade; embracing cottagecore truly diverse teams and talents that we will position trends and a circular economy? ourselves to thrive. Brave New Normal Creative Trends 2021 4 Five themes for a Brave New Normal 1. The Virtual Experience Economy 2. The Real We 3. Human Contact-less Accelerated by the pandemic and enabled by 5G, In parallel, we will see a powerful desire for As contactless technologies make stores less we will see a dramatic increase in virtual products simplicity and authenticity. Front line workers, human, online commerce will become more social and experiences. Unrestrained by the physical space, farmers and activists are our new heroes. A new and more personal, powered by next generation we will reimagine what a concert, conference, class commercial model is emerging rooted in direct, live streaming platforms. Get ready for a “QVC for or even product can be. How much would you pay for disintermediated relationships between creators and Generation Z”, to reimagine stores as studios and virtual fashion? the communities they serve. staff as entertainers. 4. Me, Myself and AI 5. The Urgency of Allyship Amidst the pandemic, personal health data became Alongside individual wellbeing, as social inequalities public property. In a future where Alexa can widened and the Black Lives Matter movement diagnose a cold, cars can identify distracted drivers gained momentum, we saw new-found urgency and our bank accounts can track our carbon footprint, around brands as a force for social good. Going we expect an ongoing tension between privacy, forward, we will see brands step up as allies in driving personal wellbeing and public interest. structural and systemic change. Brave New Normal Creative Trends 2021 5 1. The Virtual Experience Economy Brave New Normal 1. The Virtual Experience Economy 6 1. The Virtual Experience Economy Sub Trends: For years we have watched the experience economy go from strength to strength. But what happens when physical experiences are restrained and i. Better than Real restricted in the age of Covid-19? The evolution of virtual experiences Confined indoors, we were encouraged accelerated rapidly, as ideas and to travel virtual worlds, or explore real technologies previously on the landscapes from the comfort and periphery entered the mainstream, safety of our homes. From a ii. Virtual Commerce from telemedicine to real time CGI to manufacturing perspective, businesses virtual fashion. such as Ford and BMW used Virtual and Augmented Reality to transform We saw rapid advances in experience production processes-from training design inspired by the world of gaming to quality checks- as well as enabling - a shift away from a videoconference virtual design collaboration during the for every occasion towards immersive, Covid- 19 crisis. iii. Unreality Bites tech enabled, and data enhanced experiences. Brave New Normal 1. The Virtual Experience Economy 7 Kira — VeryStar, An Isobar Company VeryStar, An Isobar Company have partnered with a CGI Movie Studio to build a complete platform for immersive virtual streaming. The service offering and capabilities include Live Stream Shopping Shows, Live Stream Product Launch Events and Virtual Brand Mascots. The first self-developed and self-owned virtual idol/anchor/brand mascot developed by Isobar is called Kira and has been specifically created for brands looking to tap into a youth audience for the growing Chinese ACGN (animation, comic, game, and short novel) market. ScotlandVR — Whitespace, An Isobar Company Together with Napier University and XDesign, we created a first of its kind Virtual Reality app that would allow smartphone users to explore Scotland’s most iconic attractions, without even having to leave their house. Working with popular gaming engine, Unity, we created a complete 360° environment called ‘The Glen’, in which people could move around and explore at their leisure. It was downloaded 13,500 times in the first week. Kira — VeryStar, An Isobar Company Brave New Normal 1. The Virtual Experience Economy 8 i. Better than Real “Live concerts Almost every major event of the last Reality; users could fly around, explore have become nine months became a virtual one, and interact with collections within an more elaborate… from conferences to concerts, classes immersive virtual landscape. to cocktails. The challenge was to but they don’t let move those events beyond endless We also see a trend towards users videoconferences towards immersive repurposing gaming environments such you float through data and tech enabled experiences that as Discord or Twitch for chat, meetings, the air while a are “better than real”. and even classes.2 These environments seem to foster an intimacy and Godzilla-sized “Live” concerts by Billie Eilish and a natural conversational cadence Travis Scott have pushed the boundaries traditional video calls lack. Ironically rapper walks where real and virtual worlds collide enough, the future of remote working while major sports franchises from may just be incubated in the here and across an ocean.” the NBA to the Premier League have now of gaming. As the Discord Founder/ — The Verge1 partnered with Intel and Microsoft CEO Jason Citron says “It’s clear to reimagine the fan experience with that as people spend more and more multiple player perspectives, “Together time online, they want online spaces mode” and tap to cheer functions. where they can find real humanity “The Fabric of Reality” event brought and belonging.”3 together fashion designers and VR artists to reimagine the idea of the fashion show using 5G and Virtual Brave New Normal 1. The Virtual Experience Economy 9 Voltaren No Pain In-Games — Isobar Isobar’s work for pain relief brand Voltaren demonstrated how engagement in the virtual realm can impact engagement in the real world. In China, eSports participation has reached over 440 million and the pain caused by long term gaming is emerging as a new medical concern. Voltaren, already deeply involved in traditional sports pain relief, brought the product to an in-game experience for popular multiplayer game, Dota. It turned the Dota Magic Weapon into a pain relief tool, the “Battle Fury Pain Massager” creating a psychological bridge between the in-game and out-of game experience. Dota’s legendary players and eSports anchors showcased the “Pain Massager” on four major live streaming platforms, which brought 4.9 billion brand impressions to Voltaren. In addition, Voltaren and JD.COM jointly created #JD eSports Day#, successfully converting traffic to actual sales performance. Voltaren No Pain In-Games — Isobar Brave New Normal 1. The Virtual Experience Economy 10 ii. Virtual Commerce “The virtual world Taking further cues from the world of L’Oreal launched its “Signature Faces” is creating its own gaming, the world of virtual products digital make up collection in October, a economy. Virtual also accelerated dramatically within series of looks accessible via real time the last 9 months. augmented reality on platforms such items have value as Snapchat, Instagram and Google Duo.
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