2015 International CES Day 1 Recap #OgilvyCES

1. 3
5
RECAP
DAY1M AT T D O H E R T Y,
ASSOCIATE DIRECTOR,
GLOBAL DIGITAL CREATIVE DEVELOPMENT
OGILVY & MATHER WORLDWIDE
ABC, ALWAYS
BECREATINGWhat are you going to make
with AirDog, the world’s
first auto-follow drone
from GoPro cameras?
IF IT’S
NOT
BROKEN..Smart watches
are everywhere.
Do we really need
to fix something
that’s not broken?
1 2
4 REALDISRUPTIVESTORYTELLING
Virtual reality is going
to disrupt the way
we tell stories
INTERNATIONAL
CES
2015
NOT YOUR
DAD’SMOBILITYMobility today isn’t
about motion, it’s about
human progress
ANEWAGEOFCARTOGRAPHY
How are robots supposed to
understand how to live in a complex
world, we don’t understand?

2. RECAP
DAY1
INTERNATIONAL
CES
2015
M AT T D O H E R T Y,
ASSOCIATE DIRECTOR,
GLOBAL DIGITAL CREATIVE DEVELOPMENT
OGILVY & MATHER WORLDWIDE
@ T H E M AT T D O H

3. RECAP
DAY1INTERNATIONAL
CES
2015
1
NOT YOUR
DAD’SMOBILITYAUTOMOTIVE MOBILITY means more than just moving from point A to
point B. Our digital behaviors changed what we do in between. Mobility
today isn’t about motion—it’s about human progress according
to Ford CEO Mark Fields. It’s about understanding consumers’
behaviors behind the wheel. Brands need to understand what drives
consumers to act differently on the road in different life instances
(say a trip to the ER versus a trip to pick up the kids after school). You
have the chance to provide utility in these situations and help the
automotive industry to adapt to our collective behavioral changes.

4. RECAP
DAY1INTERNATIONAL
CES
2015
2 ANEWAGEOFCARTOGRAPHY
WE BARELY understand the environments in which we live. For
instance, 95% of our oceans remain unexplored. So how are robots
supposed to understand how to live in our complex world? That’s
the next big leap that’s needed in robotics. We need to enable
robots to build 3D maps of the environments they inhabit, with every
shape they view indexed, so that they can become self-aware of
their surroundings and capable of performing cognitive actions.
Clearly the humans in Interstellar nailed it with TARS. Let’s hope
our reality can be more like the what we see in the multiplex.

5. RECAP
DAY1INTERNATIONAL
CES
2015
3
IF IT’S
NOTBROKEN...TRAIPSING AROUND CES, you see that a lot of the smart watches
are well, ugly. Rubbers and plastics and everything synthetic.
What’s going to make consumers actually adopt smart watches?
Some tech companies are placing their bets that it’s not about
the multifunctionality display screen or synchronization with your
mobile device, but about the traditional aesthetics of watches
that will win consumers over paired with wearable technology.
Withings Activite and Profite do just this by providing a traditional
looking watch outfitted with technologies that can track all
of your habits with no need to charge. We already know that
Apple’s coming entry will be beautiful. It looks like other players
are joining them in defining the aesthetics of wearables.

6. RECAP
DAY1INTERNATIONAL
CES
2015
4
REAL DISRUPTIVE
STORYTELLINGOCULUS VR CEO Palmer Luckey wants everyone to calm down. VR will
become a thing, ok? Stop acting like Veruca Salt by demanding it now,
NOW, NOW. It’s only been two and a half years since Oculus Rift was
announced. As more and more brands enter this immersive space, how
will Virtual Reality disrupt the way we tell stories to our consumers?
Will we start telling our stories in first person? What are the effects of
lighting in the environment? The brightness of colors? What emotional
states can we trigger? It’s going to get interesting. Hey, agencies:
we’ve been warned, we need to begin hiring video game developers
with expertise in Unity if we want to start playing in the VR league.

7. RECAP
DAY1INTERNATIONAL
CES
2015
5
ABC, ALWAYS
BECREATINGTECHNOLOGY LETS us find new ways to create, film, and make.
With every return of CES, some new fangled device comes
along that gives you the chance to do something entirely new
from a different perspective. And this time around it’s AirDog
that steals the stage. AirDog is the world’s first auto-follow
drone for GoPro cameras. It constantly tracks where you’re
going, operates by itself, and enables you to focus a new lens
(quite literally) on anything you do. Looking to amp up your
real-time social content? Get an AirDog for the creative team
and go to town. Just check with air traffic control first, ok?