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Thoughts from the collective minds at SapientNitro.

No ‘Off’ Switch: Reaching Hong Kong’s Always-­On Crowds

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"True success lies in repeatedly invoking meaning for the consumer, resulting in behavioural change that ultimately delivers commercial results for the business." Our Sherwin Fernandes, regional director for SapientNitro APAC, discusses campaign saturation and the increasing pervasiveness of storytelling in Hong Kong, especially in a dynamic consumer landscape. This article is part of Campaign Asia's larger feature on a Hong Kong Country Report: Asia's 1000 Top Brands. Here's the Hong Kong Insights.

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What if every interaction that occurred between a consumer and your business led to immersive experiences, making your customers want to jump into your world and become part of your narrative? Our Richard Hollingum, Director of Creative Operations APAC, and Melanie Cook, Head of Strategy for Singapore and Hong Kong, took the stage today at ad:tech ASEAN to talk about Storyscaping, which resulted in a little HAPPY dancing. Check out the highlights on Storify.

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Beats By Dre: Old School Marketing to a New Generation

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Our European Chief Strategy Officer Neil Dawson discusses how the Beats by Dre founders seized the opportunity to create a headphone revolution and the four underlying success factors which enabled them to establish the high-end Beats brand so quickly.

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7 Cool Pieces of Wearable Tech at the Movies

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Wearable tech is big news. But haven’t we seen it all somewhere before? Our Nigel Vaz, the senior vice president and European managing director, picks his top wearable tech from the movies.

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Sapient PRIDE

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In the U.S., June is Pride Month, a celebration of the positive stance against discrimination toward the LGBTQ community. Many people may not know why June is historically celebrated as Pride Month, and while I could write this blog about the historical significance, I would recommend you research The Stonewall Riots; you’ll get a much better description than I could offer.

What does all this have to do with Sapient? Thanks to an active community promoting diversity in all its forms, colleagues across the globe have established PRIDE Chapters (Potential Realized in Diverse Experiences) in many Sapient offices.

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Imagine Everything as a Computer

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It is hard to believe that we’re just five years from 2019, the year Ridley Scott’s “Blade Runner” was set in a dystopian Los Angeles. Futurists like to point to the film as realistic versions of the future, but if so, where are our replicants (organic robots) and spinners (flying cars)?! The reality is that while radically different, our future is going to feel a lot more familiar than we might expect.

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As the sun sets on Cannes Lions for another year, we asked a few of our thought leaders from around the globe to share their highlights from the 61st International Festival of Creativity. Here’s what they had to say. [[MORE]]
What is the most disruptive project/brand/person that you saw at Cannes this year and why?
Cheyney Robinson, Creative Director UK: 
The most disruptive brand at Cannes (IMHO) was “See It Be It”. I consider it disruptive because it has targeted the issue of gender bias in advertising, whilst also showcasing a group of rising female stars in the industry. We have not yet seen the full significance of this initiative, but it aspires to develop and support the next generation of female leaders in the industry and will have far-reaching impact.
Challenging the status quo (97% of the world’s creative directors are men), this initiative reminds us that there is a world of narrative and experience that simply isn’t being told. This initiative was supported from industry luminaries such as Sheryl Sandberg, Joanna Coles, Kat Gordon, Jessica Bennett and Senta Slingerland (the founder and visionary behind SIBI and Head of Brand at Cannes).

“People are very invested in the status quo, it is in the debate that change is possible. Voice is power and we are in a phenomenal time of the democratisation of narrative.” – Joanna Coles


Malcolm Poynton, Chief Creative Officer Europe: 
Not Impossible Labs’ 3D printing prosthetic arms for war-torn Sudanese children is massively disruptive and inspirational at once. To see children feed themselves for the first time in 2 years thanks to the 3D prosthetic arm is nothing short of incredible.
Inspired by an article in TIME about Dr. Tom Catena - a lone doctor operating in a war zone - and a 12 year old boy named Daniel who’d lost both arms (and his sense of self-worth) when a bomb hit his village, Mick Ebeling (having been trained by “Robohand” inventor Richard Van As), traveled with a group of makers to an active war-zone in Sudan and successfully enabled Daniel to feed himself for the first time in two years with a 3D-printed prosthetic arm. Before leaving they trained the village to continue to make 3D printed prosthetics and in doing so set up the world’s first open source, 3D-printing prosthetic laboratory in the Nuba Mountains. This, I hope, is the beginning of something as far reaching as Nicholas Negroponte’s OneLaptop initiative.

What was the most inspirational thing that you heard at Cannes this year?
Nigel Vaz, Senior Vice President, Managing Director Europe:
“Be willing to get fired for a good idea” was Spike Jonze’s advice to clients, but I think it applies to each of us. In essence it is about being true to yourself and what you believe in. Honesty and authenticity is the key to telling the story you want, in the way you want to tell it.

Neil Dawson, Chief Strategy Officer, Europe:
“Tell me the truth; make my life more interesting, better, more entertaining, richer, or just leave me alone.” - Jared Leto’s message for brands

Jose Molla, Chief Creative Officer, La Comunidad:
The Jung Von Matt presentation showing all the barriers they always have to go through to produce great work. They incorporate those barriers as part of the process, so when the “that can’t be done”, “that has been already done” or “we don’t have that budget, etc, people show up, they take as a normal part of the process, so it doesn’t stop the project.
What creative project or brand did you most admire for its ability to take you from a story told to a story lived?
Daz McColl, Global Chief Brand Strategy Officer:
I loved the design idea of the Amnesty International candles by COARSE, but it’s a subtle experience.

Joaquin Molla, Chief Creative Officer, La Comunidad:
The HARVEY NICHOLS CHRISTMAS campaign. They had a good insight and provided people with tools to be able to bring that insight to life and into their own lives. Instead of just sharing the insight with them, they created the actual products and let you have your own experience with them.
What was the best example of humanity enabled by technology?
Daz McColl and Joaquin Molla both agreed that “Sweetie” was best in class. Sweetie is a CGI “girl” that helps track sexual predators on the Internet. Sweetie captures these predators through a webcam and IP address, and their details are handed to Interpol and local enforcement authorities to pursue. We applaud this bold act by LEMZ in Amsterdam and Terre Des Hommes from Switzerland.

As the sun sets on Cannes Lions for another year, we asked a few of our thought leaders from around the globe to share their highlights from the 61st International Festival of Creativity. Here’s what they had to say.

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The Drum: Nigel Vaz’s People Worth Knowing

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Our Nigel Vaz, European MD and guest-editor of The Drum's 25 June issue, thinks that the next generation of pioneers are just as important as the current class. See who’s on his list of rising stars.

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