Creative Research Macro Brief H2 2010
THE HUMAN TOUCH
42-22783392 | Gerhilde Skoberne
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Creative Research Macro Brief H2 2010
SUBMISSIONS
ExECUTIVE SUMMARY
In recent years, our lives have become increasingly tech-centric. We connect with others via
text messages and social networking sites, collaborate with colleagues through email and web
conferencing and spend the majority of our most productive hours at home or work in front of
televisions and computer screens. While technology has brought with it the benefits of convenience,
flexibility and global connectivity, it’s also made us long for the warmth associated with more tactile
experiences; those things that have a human touch.
Submissions Deadline: June 11, 2010
Please contact your Art Director or Art Editor if you wish to shoot towards the Macro Brief.
42-21978976 | Sebastian Pfuetze
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Creative Research Macro Brief H2 2010
SUMMARY
THE HUMAN TOUCH
HUMAN CONNECTION
As social animals, we inherently crave the company of others. We enjoy the companionship of
like-minded individuals and have been known to define ourselves by the company we keep.
While our desire for affiliation isn’t new, our culture is changing in response to global epidemics,
environmental disasters and financial uncertainty, placing a greater emphasis on connection than
ever before as we increasingly seek comfort, security and meaning in our lives. It’s through our
relationships that we find the greatest sense of belonging and purpose as we realize that the best
experiences in life are often those shared with others.
engrossed in our phone conversations, text
messages and mobile gadgetry that we’re
engaging less and less with those around
us. Our offline relationships have suffered
as a result, with men, women and children
reportedly having fewer close friendships than
they did just 20 years ago.
The widespread adaptation of mobile phones,
online gaming and social networking sites has
allowed us to connect with people the world
over, but it’s also isolated us in a traditional
sense. It’s become cliché to see a group of
people on any given street, each talking on a
cell phone but not to each other. However, this
same behavior exists in most modern public
settings: in grocery stores, at the gym, on public
transportation and even at the office – areas
where social interaction was once an integral
part of the experience. We’ve become so
While our use of technology shows no sign of
waning, our desire for connection has made
us nostalgic for real, human contact. As a
result, more of us are deliberately unplugging
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Creative Research Macro Brief H2 2010
SUMMARY
during family time and vacations as a means
of staying actively engaged when it matters
most. More public spaces are becoming “cell
phone-free” zones and some offices are even
implementing tech-free time for workers to
engage and collaborate without the use of
phones, email or laptops. Others are actually
embracing technology and harnessing the
power of the internet to connect with others
in the real world. More people than ever
will be online this year, but many of those
people will begin to mingle offline and in
person thanks to advances in social media
and mobile communications. New groups are
forming online each day to assemble offline
meeting groups while teens and young adults
use mobile applications to keep track of their
friend’s physical whereabouts as a means of
initiating impromptu get-togethers. Sociologists
also believe that there has been an increase
in “neighboring” during the recession, as
community members who simply waved hello
to one another before are now reaching
out, in person and through email groups to
discuss everything from crime to the economy,
while helping others through job losses and
organizing money-saving community events
like potlucks and block parties. As behaviors
like these become more commonplace, the
lines between online and offline will continue
blur, creating a culture that nurtures and
celebrates human interaction.
and have become more mindful of the
products that we buy and the resources that
we use. We’re searching for meaning in the
mundane and beauty in our surroundings. As
our lives become increasingly dominated by
technology, we’re longing for experiences
and products that possess the warmth and
authenticity associated with human connection
and creativity. We’re growing wary of the
soullessness of mass-production and are
embracing handmade goods, artisan foods and
creations that are the product of pure human
talent and ingenuity.
The emotional wellbeing associated with
self-expression is also fueling our need for
creativity. Whether it’s through DIY décor,
vintage fashions, paint, yarn or clay, more
people than ever are tapping into some form of
creativity as a means of personal fulfillment. In
modern society, there are very few things that
we can achieve that have tangible results. In
HUMAN CREATIVITY
The effects of the global recession have
led to a backlash of our mass-marketed
consumer culture. We’re continuing to reject
the outward signs of conspicuous consumption
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Creative Research Macro Brief H2 2010
SUMMARY
HUMAN ESSENCE
Our 24/7 tech-centric lifestyles have us craving
more downtime than ever. We’re recognizing
the need to slow down and unplug – even if
just for a moment – to connect with ourselves
and enjoy that which makes us human. As
multimedia and consumer messaging continues
to occupy every inch of our external space,
vying for attention, we’re looking inward to
gain a sense of personal calm, creativity and
fulfillment.
We’re craving relief from the day-to-day through
fun, laughter and adventure that allows us to
let loose and unwind. Adults and children alike
are incorporating more play into each day, with
team sports and park attendance on the rise
in most major cities. Our all-out-quest for fun
and enjoyment has us embracing the moment
whenever possible and (temporarily) letting
go of our worries and responsibilities in order
to enjoy self-indulgent experiences that we
truly deserve. While we haven’t bounced back
from the recession, we’re feeling the need to
escape from our self-imposed frugality through
occasional splurges, particularly where new
experiences are concerned. Money spent on a
much-needed getaway, seeing a new movie in
3D or a fabulous dining experience with friends
now seems worth the investment in our own
enjoyment, if not sanity.
contrast, DIY projects and creative endeavors
provide us with a much-needed sense of tactile
accomplishment while giving us the opportunity
to slow down and appreciate the process.
Crafters, in particular, are enjoying a special
form of “handmade therapy” as their projects
often require a considerable amount of time,
concentration and patience that allows them
to unplug from modern-day stress. Creative
outlets like these are having such a positive
effect on our emotional health that doctors are
now recommending them as forms of stress
relief.
Crafting has actually become big business for
many industrious artisans who populate sites
like Etsy and participate in the growing number
of crowded craft shows worldwide. Hobbyists
who began building craft-based businesses to
make ends meet during the recession are now
seeing an uptick in business, with top sellers
earning six-figure incomes, contributing to a
$30 billion craft & hobby industry.
As life speeds up, our need for the most basic
pleasurable experiences is also growing. We’re
increasingly looking for ways to reconnect
with simple pleasures through earthly delights
and indulgences – particularly through the
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Creative Research Macro Brief H2 2010
SUMMARY
we’ll continue to seek out Human Touch values
even as the economy recovers and credit
increases. Our new life priorities will remain
intact as we continue to search for meaning
through our relationships, hobbies and
personal experiences. Spending may increase,
but our purchases will be driven by the key
values of connection, simplicity, individuality,
wellness and wisdom.
senses of sight, sound, smell, taste and feel.
Indulging our senses give us the opportunity
to escape from our daily routine and a chance
to relax and, quite literally, smell the roses. As
we slow down, we’re finding joy in everyday
experiences from the first sip of a cup of coffee
to the warmth of a wool sweater, the sound of
an old song and the smell of our favorite foods.
While multisensory products and environments
are on the rise, it’s in the small details of daily
life that we’re beginning to recognize the
beauty, grace and sensuality that have always
existed, making it seem as though there are
now more ways to enjoy life than ever before.
As we continue to embrace a simpler way
of life, there’s a growing need for imagery
that accurately reflects Human Touch values.
Unwiring and unplugging is becoming
increasingly aspirational as we seek more
physical connections with the people around
us and stop to enjoy the unique creativity and
ingenuity of the human race. Imagery should
reflect this trend by showing low-tech living,
people spending quality time alone and with
others, engaging in the appreciation of creative
pursuits while embracing the subtleties of the
world around them.
WHAT THIS MEANS TO IMAGERY
Less has been more for a while now. The
impact of the great recession combined
with our increasing desire for more tactile
experiences has placed a greater emphasis on
the value of relationships, creativity and selfactualization than ever before. Global economic
uncertainty has solidified our appreciation for
meaning beyond the material in such a way that
42-23676459 | Daniel Koebe
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CONCEPTS
Creative Research Macro Brief H2 2010
VERTICALS
PEOPLE & LIFESTYLES
Slowing down and simplifying one’s lifestyle
can yield new opportunities for human
connection. Busy schedules are rarely a
status symbol, as time well spent is currency
that retains value. Finding time to enjoy life
is where it’s at and an easy way to create
time is to unplug from the virtual to pursue
the real.
• Low-tech living
• L ifestyles based on creativity and
individuality
• E
njoying active lifestyles with friends and
family
onnections between friends, co-workers
• C
and family
• S
implified lifestyles
ommunity awareness and volunteering
• C
Concepts: Simplicity, Self-expression,
Diversity, Style, Customization, Creativity,
Enjoyment, Belief, Unconventional,
Community, Local, Identity, Practical
RELATIONSHIPS
While technology has always nurtured and
facilitated relationships, connections limited
to on-line personas can remain impersonal
without human touch. Spending quality
time with family, friends, co-workers and
the community reminds us that one is the
loneliest number.
• Families spending time together
• Multi-generational families
uthentic connections between children
• A
and parents
ating, friends out on the town, lunch and
• D
coffee breaks
• Friends sharing good times
• Neighboring
Concepts: Family, Friendship, Love,
Quality-time, Intimacy, Fun, Togetherness,
Caring, Support, Trust, Comfort, Romance,
Teamwork, Belonging, Spontaneous,
Passion, Playful, Community
Concepts: Downtime, Dreams, Hobbies,
Ambition, Discovery, Adventure, Freedom,
Knowledge, Nostalgia, Aspiration,
Innovation, DIY, Challenge, Freedom, Skill,
Learning, Playful, Determination
BuSINESS & FINANCE
Architecture—As an expression of human
creativity; As a setting for authentic
moments.
Artisans and entrepreneurs can be seen
skipping out on the latest version of the ratrace and doing it for themselves. Hobbies,
craftsmanship and creativity are foundations
for alternative careers and small business.
Sports—Human energy, skill and expertise;
Pure human power; Authentic moments
before, during and after the game.
• Small business and hobby-based careers
• Part time lifestyles, stay at home moms
& dads
• Flex working and home businesses
• Creative work environments
• Volunteer and non-profit organizations
• Fund-raising
• Careers as extensions of life-long learning
Concepts: Personalization, Relevance,
Authenticity, Style, Experimentation,
Identity, Creativity, Connection, Vitality,
Relationships, Self-Actualization, Enjoyment,
Giving, Aspirations, Simplicity, Individuality,
Wisdom.
HEALTH, WELLNESS & MEDICINE
Wellness is as much about physical and
emotional health as it is about attitude.
Regular exercise and a healthy lifestyle are
seen as a means to putting off the end.
Prevention remains the best source of
inspiration for those looking to remain stout
and full of life.
Natural beauty
Unique healthy lifestyle pursuits
Exercise as escape
DIY healthy foods, backyard and rooftop
gardens
• Medical professionals as advisors
• “Me” time; Taking breaks from everyday
stresses
•
•
•
•
RECREATION & LEISURE
If free-time is considered a commodity,
it should be spent wisely. Hands-on
hobbies, meetings of the like-minded, selfimprovement and journeys of self-discovery
keep us firmly footed in the real.
Concepts: Wellness, Happiness,
Competition, Prevention, Self-esteem,
Relaxation, Spirituality, Calm, Balance,
Healthy, Responsibility, Purity, Quality,
Fresh, Choice
C
rafts and hobbies (big and small)
xploring local urban and natural areas
E
uman powered transportation
H
M
eetings of people sharing common
interests
nique vacations and day-trips
• U
ardening, shopping, healthy living
• G
OTHER RELEVANT VERTICALS
•
•
•
•
Education—Nurturing creativity; Continuing
education; Learning new skills/hobbies;
Mentors, family and community as
educators.
Food & Beverage—Artisan foods and
beverages; Food and creativity; Communitybased gatherings centered around
preparing and sharing food.
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Holidays & Special Events—Family
traditions; Sharing recipes; Human
connection; Gatherings and quality time.
Communication—The role of technology
(though limited) to bring us together;
Communication concepts lacking
technology references,
Travel & Vacation—Voluntourism; Lending
support where needed; Appreciation for
local artisans, traditions and goods; Local
settings as vacation destinations.
Creative Research Macro Brief H2 2010
TEARSHEETS
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Creative Research Macro Brief H2 2010
TEARSHEETS
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Creative Research Macro Brief H2 2010
TEARSHEETS
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Creative Research Macro Brief H2 2010
TEARSHEETS
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Creative Research Macro Brief H2 2010
TEARSHEETS
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Creative Research Macro Brief H2 2010
TEARSHEETS
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Creative Research Macro Brief H2 2010
TEARSHEETS
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Creative Research Macro Brief H2 2010
TEARSHEETS
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Creative Research Macro Brief H2 2010
TEARSHEETS
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Creative Research Macro Brief H2 2010
TEARSHEETS
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Creative Research Macro Brief H2 2010
TEARSHEETS
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Creative Research Macro Brief H2 2010
TEARSHEETS
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