News 23.09.2022

Need to Know

WhatsApp makes its first foray in short-form content, On launches a shoe made from carbon emissions, and greater distribution of wealth is needed.

WhatsApp releases first short film

Naija Odyssey commissioned by WhatsApp, US

US – Global messaging giant WhatsApp is releasing its first short film later this month. Featuring NBA All-Star athlete Giannis Antetokounmpo, the film may mark a departure from the social media platform’s unusual product offering into entertainment, although it is essentially a branded content exercise.

The film, entitled Naija Odyssey, is a light homage to the classic Greek poem The Odyssey and Giannis’s Greek and Nigerian heritage. The 12-minute film ‘tells his origin story of many origins as he reconciles his roots, birthplace and sense of belonging between cross-cultural worlds’. Directed by Nono Ayuso and Rodrigo Inada and edited by Oscar-winner Mikkel EG Nielsen, the film will be streamed on YouTube and Prime Video .

By casting Giannis Antetokounmpo, who announced an endorsement partnership with the brand earlier this year, WhatsApp is using the NBA athlete’s status as a Reliable Idol to draw attention to the platform’s positioning as a tool ‘connecting you to those who matter most’ just as its parent company Meta faces an anti-trust lawsuit in the US and criticism for spreading disinformation.

Strategic opportunity

Next-level partnerships between talent and brands must appear seamless and symbiotic, offer relatability – and encourage self-discovery in consumers.

On’s new sneakers repurpose CO2

Cloudprime by On, Switzerland Cloudprime by On, Switzerland
Cloudprime by On, Switzerland Cloudprime by On, Switzerland

Switzerland – Performance sportswear brand On has launched Cloudprime, the first trainer featuring a primary raw material derived from CO2.

The soles of sneakers are typically made of polluting plastics. This isn’t the case for On’s latest collection; the shoes are made of CleanCloud EVA (ethylene vinyl acetate) foam, an innovative material that absorbs carbon instead of releasing it in the fabrication process.

On partnered with tech company Technip Energies, carbon recycling expert LanzaTech and polymer specialised company Borealis for the material’s development. LanzaTech's proprietary technology captures carbon emissions from heavily polluting industrial sources such as steel mills. Using a combination of genetic engineering, biotechnology and AI, the CO2 is fermented into ethanol, which is then used to produce the CleanCloud EVA foam.

On’s new line is another example of the emission-to-textile innovations outlined in Carbon Wears and demonstrates how cross-industry collaborations can lead to scalable solutions to reduce the environmental impact of products.

Strategic opportunity

Following On’s footsteps, brands are rethinking how tech-enabled cross-industry partnerships can help mitigate the carbon footprint across supply chains.

Xydrobe to open a VR luxury shopping universe

London Xydrobe (pronounced ‘zai-drobe’) is rolling out what it bills as the ‘first immersive virtual reality luxury shopping experience, set to be launched in 2023.

Xydrobe, founded by the team behind the viral Harry Styles JW Anderson cardigan NFT, is not unlike a luxury department store, only set in virtual reality. To access the VR retail universe, shoppers will have to visit physical portals called ‘xydrobes’, located in several hand-picked global locations. Inside each one-person experience pod, visitors embark on a 360-degree browsing experience thanks to high-quality visuals, but also scent, surround-sound and temperature effects.

‘There are so many opportunities with VR technology for brands to further communicate their collections to their customers, from the inspiration to the craftsmanship of products,’ says Xydrobe chief brand officer Isabella Gallucci.

In fact, on the V-commerce platform, fashion houses will be able to tailor the look and feel of their space to their brand DNA, opening new enhanced storytelling possibilities specific to Meta-phygital retail markets.

The xydrobe, UK

Strategic opportunity

As V-commerce progresses, high-end brands should explore the potential of VR spaces in order to meet changing consumer retail preferences

Stat: Global wealth rises at the expense of equality

IOTA, Global IOTA, Global

While the wealth of the average person is increasing across the world, global inequality and wealth disparity continue to be major problems. According to research by investment banking company Credit Suisse, if we were living in an equitable world, every adult would have £88,700 ($100,000, €101,660) by 2024.

In 2021, aggregate global wealth increased by 12.7%, the highest annual growth rate ever recorded. Indeed, the wealth of the average adult rose by 8.4% from the previous year to reach £77,928 ($87,849, €89,280). But although poorer countries are making strides forward, wealth disparity and inequality remain rife in the global economy. Now, inflation, rising interest rates and declining asset prices threaten to make the situation worse.

While the report specifies the level of affluence required to make the world equitable, the reality is that the richest 1% of the global population hold 45.6% of the world’s wealth, up from 43.9% in 2019. With the cost of living crisis hitting those with less the most, there is a risk of even greater disparity.

Strategic opportunity

Equity and equality are not the same thing. How can businesses help employees from different socio-economic backgrounds by recognising wealth and power disparities?

Previous News Articles
Arabian Travel Market 2025: Connected transport and cruise tourism

News

Arabian Travel Market 2025: Connected transport and cruise tourism

Day three of Arabian Travel Market (ATM) 2025 cast a spotlight on the evolving role of connected transport and the booming cruise sector in shaping...
Travel : Middle East Travel : Global Events
Stat: Kenya and Egypt lead Africa’s accelerating AI investment race

News

Stat: Kenya and Egypt lead Africa’s accelerating AI investment race

New research from cybersecurity company Fortinet reveals that 85% of African businesses across five key markets plan to invest in AI within the nex...
Statistic : Stat : Egypt
Future Days 2025: How TimeOut turned a magazine into a destination food market

News

Future Days 2025: How TimeOut turned a magazine into a destination food market

Just days after a climate-induced power outage plunged Portugal into darkness, Lisbon emerged as a beacon of resilience and innovation with the ope...
Global Events : Sustainability : Placemaking
Arabian Travel Market 2025: The power of human and spiritual connection

News

Arabian Travel Market 2025: The power of human and spiritual connection

Day two of the Arabian Travel Market (ATM) 2025 continued to spotlight the future of global tourism with a strong focus on human, cultural and spir...
Travel : Travel & Hospitality : Global Events
ChatGPT expands into e-commerce

News

ChatGPT expands into e-commerce

OpenAI has announced the launch of new shopping features within ChatGPT.
Technology : Retail : AI
Stat: American Gen Z are more optimistic about finances than their elders

News

Stat: American Gen Z are more optimistic about finances than their elders

Young people are surprisingly optimistic about their personal finances, reveals new data from the NBC News Stay Tuned Poll, powered by SurveyMonkey.
Politics : Finance : Economy
Arabian Travel Market 2025: AI and accessible tourism

News

Arabian Travel Market 2025: AI and accessible tourism

LS:N Global reviews the most innovative discussions, impactful presentations and new product showcases seen at The Arabian Travel Market 2025 ...
Travel : Travel & Hospitality : Global Events
Stat: Consumers are willing to pay more for brands they trust

News

Stat: Consumers are willing to pay more for brands they trust

More than two-thirds of consumers in the US, the UK and Australia are willing to pay an average of 25% more for their favourite brands, according t...
Retail : Advertising And Branding : Value
Heineken launches innovation studio to supercharge social drinking

News

Heineken launches innovation studio to supercharge social drinking

Brewing company Heineken has launched Heineken Studio, a new experimental platform designed to redefine the social drinking experience.
Hospitality : Food And Drink : Beer
BritBox reveals 14-hour one-shot film tribute to British tv

News

BritBox reveals 14-hour one-shot film tribute to British tv

In a bold stand against CGI and AI imagery, BritBox’s latest campaign See It Differently brings back the magic of real-time filmmaking.
Britbox : Storytelling : Interactive Storytelling
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