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2016 May 30 - June 2 Tokyo

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from AW360
How do you take an unpopular software browser and make it popular enough to resonate with audiences all over again? The answer is simple: just add an animated touch. In 2013, Danny Choo from art studio Collateral Damage Studios drew three personifications for Internet browsers including...
Since the dawn of modern civilisation, language and storytelling have shaped our societies. Yet, the creative industries have often been guilty of worshipping the image above all else, leaving copy as the poor relation – our industry’s Cinderella. However, a brand’s verbal...
Who hasn’t off-handedly asked someone to, “Hand me a Kleenex” only to find out it’s another brand of tissue after you sneeze right through it? Or have you gone to the store and bought the cheap Windex, thinking, “same diff” only to get it home and it smells...
I realized recently that my online habits have changed. I used to frequent six unique sites on a regular basis. They were a part of my regular routine. Throughout the day, I’d check in on these publishers, seeing if there was anything new that piqued my interest. Gradually my loyalty...
One of the most memorable lessons on “brand culture” I ever received didn’t come from an article, or a textbook, or an all-night strategy session. No, it happened very unexpectedly—on a day I stepped into Ralph Lauren’s flagship store on Madison Avenue to find a...
Oculus Rift, Apple Watch, Tesla. Iridium, Apple Newton, Segway, Second Life. Hype is both the social and financial currency of technology. Always has been, always will be. Only in the tech sector does everything you do have to be the Next Big Thing. Because if it isn’t, then nobody will...
We’ve had tech hype for electricity, the car and the internet. VR is on everybody’s lips today and tomorrow it’s all about AI. We’re always looking for, and talking about, the next big thing. Technology is changing exponentially, but more importantly, so is the...
Millennials by nature are early adopters and are ahead of the curve when it comes to social media, seeking out the latest platforms and trending memes, often long before brands have the chance to react. As this age bracket rises to prominence, organisations must recognise that they have to...
Marketers are creatures of habit. With their own ideas of campaign maintenance and an internal view of how the industry should work, marketers often overlook powerful ways to produce meaningful and effective content. Just ask the under fire bosses at BHS and Austin reed who are reeling from...