Daily Signals 14.12.2021

Signals

An exclusive cognac you’re very unlikely to try, the Slow Factory prepares to open a Climate School and Squid Game inspires consumers to learn Korean.

Louis XIII teases audiences with hyper-exclusive cognac

N°XIII by Louis XIII, France

France – Luxury spirits brand Louis XIII has unveiled a limited-edition cognac, N°XIII, with a tongue-in-cheek campaign that hints at the hyper-exclusive nature of the drink. With only 200 decanters produced in total, consumers have a 0.0000038361% chance of ever trying the drink.

Made in collaboration with Object & Animal production studio, the campaign reveals that it is statistically more likely to hit a hole in one, become a professional actor, or even travel to space than to take a sip of N°XIII. Further highlighting its evasive brand presence, the drink is only available in a selected number of venues worldwide, and customers who are lucky enough to try the drink will be limited to one decanter a night.

In a similar vein to the concept cars that few consumers will ever have a chance to try, N°XIII is a limited-edition project that pushes the boundaries of conventional spirits marketing. To learn the elusive marketing tactics that are emerging across sectors, read about the beauty and wellness brands exploring extremes.

Strategic opportunity

Concept products can help companies showcase their brand beliefs and experiment with tongue-in-cheek communications. Consider creating a limited-edition object to create hype around your product offering

Yellow Trip Road is an XR mental health experience

Yellow Trip Road by EBIT and AnamXR, in collaboration with The Dematerialised Yellow Trip Road by EBIT and AnamXR, in collaboration with The Dematerialised
Yellow Trip Road by EBIT and AnamXR, in collaboration with The Dematerialised Yellow Trip Road by EBIT and AnamXR, in collaboration with The Dematerialised

Global – Free-to-access platform Yellow Trip Road aims to provoke and promote conversations about mental wellbeing by combining the mediums of music, fashion design, non-fungible tokens (NFTs) and virtual art.

Hosted online, people visiting the cross-reality (XR) virtual sanctuary navigate woodland, desert, space and ocean settings as a way of exploring and supporting mental health initiatives. Accompanied by a black dog – symbolising depression – users’ experience is described as a sensory metaphor of life through which people can seek to heal or lose themselves.

Collective Enjoy Being in Transition (EBIT), which includes creatives Glen Luchford, Soo Joo Park, DJ John Digweed and Wilson Oryema, are behind the platform, together with virtual fashion pioneers The Dematerialised and NFT provider AnamXR. Yellow Brick Road emphasises its mental health mission through the provision of limited-edition virtual streetwear NFTs that can purchased through the platform, from which 10% of sales go to the American Foundation for Suicide Prevention.

Building on digital-first and drug-free mental healthcare experiences, such as those provided by the Trip app, Yellow Trip Road demonstrates how numerous sectors and creatives can align to create decentralised forms of wellness support.

Strategic opportunity

Brands can explore NFTs as a tool for good. Take cues from Yellow Trip Road’s use of NFTs to not only support charities but to raise awareness of modern-day healthcare conversations

The first Climate School is coming to Brooklyn

New York – After years of hosting its environmental courses and initiatives online, the Slow Factory is building a ‘climate school’ in Brooklyn that will house its educational programmes.

To raise funds for the 20,000-square-feet learning institute in Brooklyn, the Slow Factory is crowdsourcing donations by offering to inscribe donors’ names on the bricks of the building. The space was awarded to the organisation through a competitive process and will act as a permanent hub for its future school.

Beginning as a community on social media, the Slow Factory is an open education institute, independent research lab and regenerative design incubator. Started in 2013 by writer, designer and activist Céline Semaan-Vernon, it's dedicated to dispelling climate misinformation and raising awareness about how to prevent climate catastrophe.

As more climate-conscious consumers seek environmental information, spaces like the Climate School have the potential to disrupt conventional educational systems. Beginning as a digital community, this project demonstrates how the Reformation Generation will pioneer alternative models of education in the coming years.

Slow Factory Institute, US

Strategic opportunity

Learning about the environmental emergency is not just an online activity. Pre-empt the rise of climate schools by creating real-life spaces for customers to learn and exchange information on saving the planet

Stat: Global tv shows inspire language-learning

Dubai Presents by Dubai Tourism Dubai Presents by Dubai Tourism

Entertainment and culture are merging in new ways, as language app Duolingo finds that people are engaging with countries via tv shows, using fandom as inspiration to learn new languages. The findings come from Duolingo’s 2021 language report, which finds that the top five languages learned on the app in 2021 were Spanish, English, French, Japanese and German, with Korean rising in popularity worldwide.

Duolingo adds that more than two-thirds of its users said a ‘cultural event’ might inspire them to try to pick up a new language – highlighting the cultural significance of the Asian country and its renowned role in industries such as music, film and television. Among those who were inspired by a streaming show to learn a new language, 28% decided to learn Korean after watching the Netflix hit show Squid Game.

The lifeline that video streaming became during the pandemic continues to shape society and how we connect with foreign cultures. In our Emerging Youth: Saudi Arabia report, we reveal how anime-obsessed young people are learning Japanese, showing the deeper relationships communities are forging with far-flung nations.

Strategic opportunity

Language-learning is booming as people invest in new skills that could also lead to future travel experiences. Use popular entertainment in your marketing to show how languages can be passports to living like a local

Previous Daily Signals Articles
Vacheron Constantin’s La Quête du Temps stars in Louvre exhibition

Daily Signals

Vacheron Constantin’s La Quête du Temps stars in Louvre exhibition

Luxury Swiss watchmaker Vacheron Constantin has unveiled La Quête du Temps at the Louvre, a monumental automaton clock to celebrate the brand’s 270...
Luxury : Watches : Retail
Mandarin Oriental to open first golf and wellness resort in Dubai

Daily Signals

Mandarin Oriental to open first golf and wellness resort in Dubai

Mandarin Oriental is expanding its luxury footprint in Dubai with its first dedicated golf resort and branded residences, set to open in 2030.
Travel : Hospitality : Luxury
Stat: Medical misinformation is a growing concern for US Women

Daily Signals

Stat: Medical misinformation is a growing concern for US Women

A recent survey by Clue reveals that 82% of US women are concerned about encountering medical misinformation online, with over half (55%) reporting...
Stats : Statistic : Statistics
Netflix’s Famous Last Words signals a new era of digital legacy

Daily Signals

Netflix’s Famous Last Words signals a new era of digital legacy

Dr Jane Goodall, the renowned ethologist and conservationist passed away this week. An interview she recorded for Netflix’s new series Famous Last ...
Technology : Legacy : Longevity
Foresight Friday: Seyi Oduwole, foresight analyst

Daily Signals

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight analyst Seyi Od...
Foresight Friday : Content Creation : Media
Stat: Americans’ trust in media declines to record low

Daily Signals

Stat: Americans’ trust in media declines to record low

Media : Trust : Consumer Behaviour
London welcomes the world’s first Museum of Youth Culture

Daily Signals

London welcomes the world’s first Museum of Youth Culture

The world’s first permanent museum dedicated to youth culture is set to open in Camden, London, in December 2025.
Youth : Culture : Museum
Swedish insurer hacks social media algorithms with mental health anthem

Daily Signals

Swedish insurer hacks social media algorithms with mental health anthem

Swedish insurer Länsförsäkringar Göteborg och Bohuslän has launched Detoxify, a subversive campaign that uses music to retrain harmful social media...
Sweden : Social Media : Algorithms
Stat: Gen Z shuns the values most desired by hiring managers

Daily Signals

Stat: Gen Z shuns the values most desired by hiring managers

New research from behavioural-science company Becoming You Labs reveals that only a small fraction of American Gen Z hold the three main values tha...
Youth : Gen Z : Work
Stella McCartney debuts plant-based feathers at Paris Fashion Week

Daily Signals

Stella McCartney debuts plant-based feathers at Paris Fashion Week

At Paris Fashion Week, Stella McCartney unveiled a striking alternative to bird feathers: plant-based Fevvers.
Stella McCartney : Fevvers : Feathers
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN