US – Hinting at a phygital future for reality tv, Alter Ego is a talent show that allows contestants to perform as avatars.Using motion capture technology, human singers on the Fox show are encouraged to create their ‘dream avatars’ to perform in front of a panel of judges – including singers will.i.am and Grimes.
By embedding technology in the reality tv process, the talent show allows contestants to programme their realityand present themselves as an idealised digital persona. ‘Alter Ego merges talent and technology to revolutionise the singing competition show in only a way Fox can do,’ comments Rob Wade, the president of Fox’s alternative entertainment department.
Imagining how the reality show format can modernise for a future of virtual identities, Alter Ego shows how media companies can integrate technology into mainstream entertainment. Due to the broad range of audiences attracted to American reality shows, the show is also likely to spark interest in avatar entertainment across the media industry.
Media and entertainment brands should take note of how the hybrid talent show considers – and validates – the increasingly important role of virtual identities in people's lives
Here Design repackages rum as a sustainable drink
Two Drifters identity by Here Design
Two Drifters identity by Here Design
Devon, UK – The design studio has worked with Devonshire rum distillery Two Drifters to show how branding can communicate environmental criteria in the alcohol category. The redesigncaptures Two Drifter's coastal identity while leveraging its role as 'the world's first carbon negative distillery'. Each bottle is locally sourced, lighter than previous iterations, and features labels made from 95% fibre, 5% hemp and linen laced with a plant-based adhesive.
Additionally, all bottles are imprinted with the amount of carbon removed from the atmosphere since the distillery’s launch in 2019. This currently stands at 16.724 tonnes, with the figure being updatedin each print run. According to Mark Paton of Here Design: ‘We echoed Two Drifter’s sustainable ethos in our production and aesthetic choices from start to finish, while championing local British suppliers and makers for a design that encapsulated the distillery’s proud Devonshire heritage.’
With decarbonised diets on the rise, more sustainable brands like Two Drifters will require approaches to branding and packaging that centre their environmental efforts and communicate their impact on the planet using design.
In future, brands may be required to take such measures as displaying carbon footprints on packaging. Preempt this shift by redesigning your packaging and product branding to communicate your sustainability criteria
This tech-enhanced fragrance promotes quality sleep
Singapore – Independent fragrance label Scent by SIXis launching a scent collection to promote enhanced sleep quality. Following its recent shift towardsmental health as a core brand focus, the Sleep Returns collection was developed in partnership with aroma technology company Takasago.
Together, the companies carried out a series of sleep trials – finding that study participants reported improved sleep quality when exposed to the fragrance 20 seconds before going to bed. By also donating money from its sales to aid the Singapore Association for Mental Health, the brand recognisesthe importance of sleep in bolstering people’s sense of wellbeing. The non-invasive approach of using fragrance also makes it more accessible and appealing than alternative sleep enhancers.
With emphasis placed on mental health, the innovation points towards the ever-expanding role of personal wellness in the region, which we have been tracking since 2018 in ourSingapore Wellness Market.
Scent by Six
When creating products centred around health concerns like sleep, be sure to back up claims with reliable data. Take inspiration from Scent by SIX and position health-enhancing formulas in a non-medical and accessible way
Stat: Falling fertility rates at critical point in Britain
The Squirrels programme by Scouts, designed by Supple Studio
Britain is facing falling fertility rates at a level that could lead to long-term economic stagnation. According to a report by the Social Market Foundation, in 2020, the number of children per woman averaged 1.58 – a figure well below the 2.1 replacement level needed to keep the population rate stable.
According to the report, one helpful measure could be improved childcare provision from the government. The suggestion comes in response to the discovery that typical British working parents spend 22% of their income on full-time childcare, more than double the average for western economies.
The research also notes that a quarter of Britons will be over 65 by 2050, up from a fifth today. ‘This combination of a lower share of the population in work and a higher share in need of economic support clearly has a negative effect on the productive capacity of the economy,’ reads the report.
In our recent interview with strategist Parag Khanna, we examine the impact of falling fertility rates on the future of global youth migration.
A larger percentage of older citizens will require new workforce models and a shift in economic structures. Already, brands and businesses should engage with people over 65, ensuring opportunities for learning and upskilling