LSN : News : Need to Know 28 : 11 : 17

1. S7 Airlines’ dystopian aesthetic encourages real-world interaction

I Am You by S7 Airlines and Stereotactic, Russia

Russia – I Am You explores the transitory nature of the digital world, encouraging viewers to take a digital detox and experience the wonders of the physical world.

The tv ad by the airline depicts a future scenario in which people experience digital phenomena such as GIFs, photo filters and effects, shares and likes as visual manifestations in the real world. The manifestations become increasingly distorted before the screen fades to black and the words ‘attempting to re-establish signal’ appear, followed by shots of people and places around the world, unmarred by digital phenomena. A new generation of travellers in search of new experiences are transforming the travel and hospitality sector.

2. Jack & Jones works with e-sports brand to create bespoke jersey

Jack & Jones x Astralis, Denmark

Jack & Jones and Astralis, Denmark

Denmark – E-sports team Astralis has collaborated with men’s clothing retailer Jack & Jones to create a new jersey designed to enhance gaming performance. The garment features ergonomic seam placements to allow greater freedom of movement when gaming and seamless stitching to reduce pressure and abrasion.

‘This is something new and unique, not just to us and Jack & Jones, but to e-sports in general,’ says Lukas Rossander, in-game leader for Astralis. ‘It’s a design collaboration where we have been able to integrate our specific needs when it comes to heat and moisture control as well as comfortable movement.’

As e-sports become increasingly popular, the industry presents a lucrative opportunity for brands looking to engage members of digitally native generations for whom traditional sports are losing their lustre.

3. Ada Health offers reliable healthcare advice using AI

Berlin – The artificially intelligent app Ada by health technology company Ada Health has been trained by medical professionals to offer users at home peace of mind about their symptoms. If required, users can also be put in contact with a physician for a full medical assessment through the Ada Doctor Chat feature, and can upload photos and ask questions. The AI section of the app is free to use, while the doctor’s feature costs £18.99 ($25.32, €21.25) per assessment, but does not require users to book an appointment, making it more easily accessible.

With increasingly ageing populations putting a strain on traditional healthcare systems, brands are using technology to rethink these models and allow better access to the necessary resources.

Ada Health, Berlin

4. Facefixx examines the murkier side of image-altering apps

Define Beauty: Facefixx by Youth Hymns, UK

UK – A new video for Nowness series Define Beauty examines the negative impact of image-perfecting apps on perceptions of beauty. Created by Youth Hymns, the short film shows four characters who have volunteered to beta-test the new fictitious app Facefixx. Each person is asked what he or she would change about themselves before trying out the feature, which parodies current social media filters, such as enlarging the user’s lips and applying dog ears.

Despite the ability to ‘perfect’ themselves through the filters, none of the individuals are left satisfied by the outcome of their changes, indicating that, ultimately, these apps breed dissatisfaction. Inundated by unrealistic visions of perfection both online and in the media, consumers are reaching a point of saturation in which they are searching for interactions that offer them greater substance.

5. Study illustrates the different emotional responses to alcohol

A recent global study of 30,000 participants aged 18–34 from 21 countries examined the emotional response of people drinking different types of alcohol, offering insight into their relationship with different drinks. As the global spirits market becomes more saturated, brands need to think about how they can draw on this insight to create a positive connection for consumers. Contact us for more information on our In-house Food and Drink presentation, which explores all of the major changes in the food and drink sector.

6. Thought-starter: Will new finance models shape family dynamics?

Millennials’ financial woes have been well documented as they struggle to fly the nest and settle down. Senior writer Rebecca Coleman examines how this financial instability is shaping the future family.

According to Pew Research, 15% of US 25–35-year-olds now live at home, compared to just 10% in 2000. Meanwhile, the number of people getting married fell across all but three OECD countries between 1995 and 2014. Furthermore, for the first time ever, American women in their 30s are having more babies than 20somethings, according to the Centers for Disease Control and Prevention.

These figures reflect a conscious pushback against outdated societal pressures to affirm life via predetermined stages, as well as an inability to do so. Stagnant salaries, economic and political instability, threats from automation, choice anxiety, eco-anxiety – the list of panic-inducing 21st-century woes feels almost infinite. This is the backdrop against which a new tribe is looking to businesses to help them achieve life’s key milestones, such as home ownership.

Read the full Opinion here.