"…are you gaining new knowledge during this process or simply learning skills of speeding up the implementation of existing knowledge…"

yes, this week has been totally process pushing, albeit with a neat 24hr break on a Budweiser project


Pop-ups as a game. Honda & W+K

Interactive son of Honda 'Cog' film making top use of pop-ups.

I guess you really can debate how many people actually play this all the way through to its conclusion. ( unlike the Arcade Fire video from the same people, where you have a reason to see the final 'boom' ) - but suitability aside (!) a clever use of HTML5 with good details and brave to ignore Firefox users on mass

Game in full play here = 


Me in December's TopGear magazine

Philip_Slade_TopGear.pdf Download this file


Our world in 2013, a few thoughts. 

  • Img_2945
    Shopping dominated by the spending habits of the over 50’s
  • Internet on everything, and everything synced
  • Innovation from the East, tourism in the West
  • We will know more, have solved more

The changing age of world’s population will dramatically alter our lives. From the promiscuous spending of the over 50’s to the globally connected teenagers1.

In developing nations we will see ‘retro-technology’ being used to get round legislative or cultural barriers, From downloadable house plans to electronic payments without banks via 2G phones2

More of the UK’s inner cities will be re-jigged for pedestrian use as planners seek not only to ease congestion, but also to be able to better manage societal ills. (It’s actually quite hard to riot in an area of pavement cafes and sculptured paths)3

Car users will seek connivence i.e. shared ownership schemes while car buyers will demand more personalisation of both look and function4.

In the summer of 2013 you will see a huge number of new tourists in the UK, London will still be the world’s number one inbound destination, but our visitors will be increasingly from the east.5

Will you have an iPad in 2013? Yes, or an equivalent. Tablet style devices will be a default for publishers and consumers of long form text, whether magazines, books or instruction manuals

We will have become digital omnivores consuming a single piece of information, film or story across multiple screens to suit our current location whether bath, sofa, car or desk.6

Shopping will be about collaboration of brands, more devices will be able to speak to each other, more shops will be dual use, more prices dictated by shopper behaviour of the minute.

2013 will be when we stop using the word digital and just talk about being ‘on’

All your devices will work everywhere, with the switch over to digital TV, the UK has large amounts of free frequency space that can fill in WiFi gaps, called White Space, the first transmitters were launched this summer7

But lets not forget in all this, that humans are, after all, analogue beings. We’re playing catch up with the full functionality of our electronic inventions. We like fuzzy stuff, we love products however clever, to have emotion, a soul. Mainstream use of many hybrid technologies will come when they stop looking like hybrid technology products and start just being good to be with.


1. Over 50’s. In the UK almost 55% of the population will be over 50 by 2013. But as with just about all trends in 2013 its Asia Pacific where we need to look. Japan will have the oldest population, Korea, Singapore, Taiwan the fastest growing and China will have the largest aging consumer population in the world. (The under 50 population in China will actually shrink by 117 million people over the 10 years to 2018) The big issue about this new generation is there per capita discretionary spend is two and a half times the average younger household spend.  Already in America 41% of Apple customers are over 50. Again in America the 46- to 64-year-old group now spends more money on technology than any other demographic (Forrester Research). The over 50’s over index on luxury items and random spending, even during the recession, driven in part by genetics. “Older brains...more positive emotional bias than younger adults” (Patricia A Reuter-Lorenz & Cindy Lustiz).

At the other end of the scale the school children of 2013 will be learning in not only smarter ways, but will be smarter about the world around them. Worth noting 65% of children entering school for the first time will end up working in careers that haven’t even been invented yet (Cathy N. Davidson, Duke University)

2. Retro Technology being used in developing nations to leap frog Govt. or cultural barriers to change. Social media access will bring more tyrannical governments to account. Open source house plans like will speed up communities development from default slum zones. Person to person electronic payments scheme, driven by 2G Nokia technology originally from Africa ( now in Afghanistan
Bringing light to slums without electricity, with an innovative lighting system from recycled materials, globally spread via YouTube

Planning for pedestrians  et al.

4. Car use changes i.e. and open source car design: &

5. Global Travel survey;

6. Consuming content across platforms: Our current anxiety over which electronic device; tablet, smart phone, net book, Sat Nav? Will pale, as we all become digital omnivores consuming content across a variety of screens appropriate for moment to hand.>

7. White Space filling in for WiFi =  &


If only this had led into a pop-up store it would have been perfect

Yes, great use of subway media, but how much more fun if it had led into a pop-up shop? shoppers being encouraged to run into a running shop! perfect point of need explanation.


Uniqlo Store opening : Happy Ribbon project

This may be very simple idea, but it is fun. Shoppers write message on virtual ribbon, an actual ribbon, with those messages, gets cut on store opening. Links to both native Korean online store and worldwide Facebook one. The nature of the excution perfectly matches the atittuide of the brand as it appears in the street, fun, instant and er happy..


Brand Lag

In a number of tech usage areas, brands are a step behind actual consumer behaviour. Brand Lag being a neat term of the moment. WiFi in shops and what shoppers are doing with their phones is an issue that a number of brands are not up to speed with shopper wants. -an area I have been working on this last year.

In a similar vein BBH ventures have a new product out (Playground sessions) that fills in a gap where no product existed, but behaviour had already been established, in this case learning musical instruments via YouTube

"...The product was first developed through Zag’s “brand lag” process, where the company identifies areas where consumer activity is outpacing brand activity.

“We identified different territories of brand lag and one was around adult learning,” says Vance, who joined Zag in 2009. “The other was around digital music. YouTube is in many ways associated with music and it was clear that a lot of people were going to YouTube to learn how to play instruments.” The phenomenon of Guitar Hero was also a contributing factor shaping the idea for the new product. “We knew that with technology and scale there was the opportunity to converge gaming and learning,” says Vance. “Can we do Guitar Hero with a real musical instrument; can we do Rosetta Stone with instruments? The challenge was, can we reinvent how instruments are taught. We identified the brand lag, then it became a question of, can we build it?....” More HERE


Google Wallet first big move

I did get really excited by the launch of the Google wallet, the possbilities looked so great, but since launch not much has caught the eye, the no brainer of getting the NFC (Near Field Comms) to work on mass transits systems, basically Oyster on your mobile was launched today in the States. Coins now look so old school plus weigh your pockets down.

The real change will happen when more of this is rolled out with volume handsets like the iPhone5

"...NJ Governor Chris Christie announced earlier today that the third largest transit system in the country has partnered with Google to bring their wireless Wallet payment system to bus routes and rail lines in the Northeast..."



Quantum locking/flux pinning' or simply 'holy crap thats cool


Shopper Marketing is Mobile

I must say it everyday, but am so oftern met by stares of yes, yes, later. But for Shopper Marketing to really work instore it must be with an integrated mobile strategy. A recent presentation by Kiddicare really underlined this.

Chris Lake, Director of Innovation, eConsultancy

"...Last Wednesday more than 1,500 marketers descended on Old Billingsgate in London for JUMP, our annual multichannel-focused event..."


Simon Harrow, Technology Officer at

Mobile and NFC will save physical retail. 

Email is the glue across the array of different tools used in digital.

Kiddicare now generates 11% of its revenue via the mobile channel.

Browsing and behavioural data should drive customer communications. Kiddicare focused on this and increased repeat business from 7% to 14% in six months.

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