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Creative Trends for 2018
Looking to the future
Creative Trends for 2018 - Looking to the future
We were lucky enough to attend last month’s D&AD festival, sitting front and centre to hear thoughts on creative futures. The talk was based on the D&AD Creative Excellence Trend Report., which D&AD’s director, Paul Drake, introduced by saying “The industry is being forced to respond to change. The majority of agencies will see these developments as threats… the wise ones will see opportunities instead.”
 
Naturally, we want to be one of the wise ones. As a relatively young studio, we feel well positioned to embrace changes to the industry and meet the future face on. We have taken one moment's pause to reflect on D&AD’s headers: ‘Redefining Humanity,’ ‘Fractured Society,’ and Access All Areas’‘ before we continue our forward march.
Creative Trends for 2018 - Looking to the future
We were lucky enough to attend last month’s D&AD festival, sitting front and centre to hear thoughts on creative futures. The talk was based on the D&AD Creative Excellence Trend Report., which D&AD’s director, Paul Drake, introduced by saying “The industry is being forced to respond to change. The majority of agencies will see these developments as threats… the wise ones will see opportunities instead.”
 
Naturally, we want to be one of the wise ones. As a relatively young studio, we feel well positioned to embrace changes to the industry and meet the future face on. We have taken one moment's pause to reflect on D&AD’s headers: ‘Redefining Humanity,’ ‘Fractured Society,’ and Access All Areas’‘ before we continue our forward march.
“Redefining Humanity”
Robots are in our homes. Algorithms are deciding what we read, watch, and who we date. Futurist technologies are becoming an everyday reality with bionic limbs, sensory implants, and contactless card arm chips. Whilst navigating this new world, it’s still important to keep a ‘lil’ bit of the human touch.

How you can get involved:
The way we see it is that while waiting for the creation of commercially accessible superhuman tech, use your brand to celebrate forward movements but also promote the greatness of being a live, healthy human and the amazing things that we have achieved. The best future brands are those who bring people with them on the journey.
 
What we did:
In the past year we have visited a robot lab, learnt about cryptocurrency and what a blockchain is, discussed bionic bodies and experienced VR for the first time. We have worked on some awe-inspiring projects with technology at the heart. The first of which was our distinct design for ‘smart home’ nHouse, which is an innovative pre-fabricated housing company created by award winning architect Richard Hywel Evans. A ‘greener home’ with more light and space than other homes in this price range, it is there to offer a new solution to affordable and eco-friendly housing. It even has built in touch screens and a ‘drone landing pad’, because that's a thing now… Where did we put our drone?! The branding needed to reflect the modernity, precision and desirable qualities of the nHouse and launch them into their future.
“Redefining Humanity”
Robots are in our homes. Algorithms are deciding what we read, watch, and who we date. Futurist technologies are becoming an everyday reality with bionic limbs, sensory implants, and contactless card arm chips. Whilst navigating this new world, it’s still important to keep a ‘lil’ bit of the human touch.

How you can get involved:
The way we see it is that while waiting for the creation of commercially accessible superhuman tech, use your brand to celebrate forward movements but also promote the greatness of being a live, healthy human and the amazing things that we have achieved. The best future brands are those who bring people with them on the journey.
 
What we did:
In the past year we have visited a robot lab, learnt about cryptocurrency and what a blockchain is, discussed bionic bodies and experienced VR for the first time. We have worked on some awe-inspiring projects with technology at the heart. The first of which was our distinct design for ‘smart home’ nHouse, which is an innovative pre-fabricated housing company created by award winning architect Richard Hywel Evans. A ‘greener home’ with more light and space than other homes in this price range, it is there to offer a new solution to affordable and eco-friendly housing. It even has built in touch screens and a ‘drone landing pad’, because that's a thing now… Where did we put our drone?! The branding needed to reflect the modernity, precision and desirable qualities of the nHouse and launch them into their future.
“Fractured Society”
Show your consumers that you are interested in more than just profit. Now more than ever, D&AD believes that influential brands have the responsibility to use creativity for good. So don’t be afraid to get political and fight for a better future.

How you can get involved:
Have an opinion and speak up. D&AD argues, “silence and impartiality are no longer a safe option.” Focus on attracting new, fresh customers and keeping those loyal customers who are really passionate about your brand.

However, as D&AD stresses, DON’T just do it for attention. It’s so transparent and if you don’t remain sensitive about your cause, you can dig yourself into a deep, scary hole pretty fast.
 
What we did:
With an almost entirely female team and our Irish born Creative Director leading the way, we wanted to speak up about the Repeal the 8th referendum.

We transformed our social media pages into a digital collage of original design, creative copy, and shared content in the build up to the vote.

Being part of the conversation increased our mailer engagement and brought us above the industry standard for email opens. The campaign also gave us the opportunity to connect with other industry professionals as our posts were replied to and shared. We value bravery as much as we do empathy, and being bold with our values, for a cause that is close to our hearts, felt like the right thing to do.
“Fractured Society”
Show your consumers that you are interested in more than just profit. Now more than ever, D&AD believes that influential brands have the responsibility to use creativity for good. So don’t be afraid to get political and fight for a better future.

How you can get involved:
Have an opinion and speak up. D&AD argues, “silence and impartiality are no longer a safe option.” Focus on attracting new, fresh customers and keeping those loyal customers who are really passionate about your brand.

However, as D&AD stresses, DON’T just do it for attention. It’s so transparent and if you don’t remain sensitive about your cause, you can dig yourself into a deep, scary hole pretty fast.
 
What we did:
With an almost entirely female team and our Irish born Creative Director leading the way, we wanted to speak up about the Repeal the 8th referendum.

We transformed our social media pages into a digital collage of original design, creative copy, and shared content in the build up to the vote.

Being part of the conversation increased our mailer engagement and brought us above the industry standard for email opens. The campaign also gave us the opportunity to connect with other industry professionals as our posts were replied to and shared. We value bravery as much as we do empathy, and being bold with our values, for a cause that is close to our hearts, felt like the right thing to do.
“Access All Areas”
With ever evolving platforms, people are relying on analytics and statistics to hurtle their brand forward and take the next revolutionary step, often sacrificing ‘the one brilliant idea’ in the process. Great content comes from your imagination, not statistics and it takes time.

How you can get involved:
Cut through the noise of all that data and find your creativity. D&AD thinks the focus should be on providing great ideas and executing them well – here, here! Sure, with experts saying that by 2021, 82% of internet traffic will be entirely in video, it's good to explore new mediums. But don’t lose your ideas!
 
What we did:
White Bear was tasked with the challenge to create a brand video for our client Merifor.

The video's purpose was to communicate the qualities of Merifor's Tranquility mattress, but we wanted to do it with feeling.

Working alongside film and video production studio HUX, we created a product video that focused on the people. Using real parents and babies, we were able to create an honest and emotive film with humans at the centre. If there’s one human emotion that we should keep hold of moving forward, it’s integrity.

To see all of the amazing examples from other studios included in the full D&AD Creative Excellence report, click here.

And if you want to get your brand future ready contact our Account Manager, Esme.
“Access All Areas”
With ever evolving platforms, people are relying on analytics and statistics to hurtle their brand forward and take the next revolutionary step, often sacrificing ‘the one brilliant idea’ in the process. Great content comes from your imagination, not statistics and it takes time.

How you can get involved:
Cut through the noise of all that data and find your creativity. D&AD thinks the focus should be on providing great ideas and executing them well – here, here! Sure, with experts saying that by 2021, 82% of internet traffic will be entirely in video, it's good to explore new mediums. But don’t lose your ideas!
 
What we did:
White Bear was tasked with the challenge to create a brand video for our client Merifor.

The video's purpose was to communicate the qualities of Merifor's Tranquility mattress, but we wanted to do it with feeling.

Working alongside film and video production studio HUX, we created a product video that focused on the people. Using real parents and babies, we were able to create an honest and emotive film with humans at the centre. If there’s one human emotion that we should keep hold of moving forward, it’s integrity.

To see all of the amazing examples from other studios included in the full D&AD Creative Excellence report, click here.

And if you want to get your brand future ready contact our Account Manager, Esme.
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