Monthly Archives: February 2013

myo

What if the Kinect met its match?

Your next computer or mobile phone may very well be operated by your muscles. This is the bet the company Thalmic Labs is placing– they are currently developing the MYO bracelet which measures muscle movement and allows it control computers, smartphones and game consols with a simple gesture. Unlike Kinect, the MYO bracelet (which retails for $149) doesn’t require a camera to record gestures. The engineers at Thalmic Labs believe that vocal controls like Siri, is limited– smartphone users might not want to conduct an Internet search by talking out loud in public. Through “electromyography” technology that measures pulsions from muscles in the forearm, MYO analyzes the wearer’s movements and transforms them into digital commands. Thalmic Labs even recorded some universal human gestures into commands to pilot objects from a distance. What’s more, the MYO bracelet can learn

and take into account the wearers way of moving and it in turn gives a feedback by sending a small vibration every time the wearer has activated a command. This is yet an another innovation that reminds me of philosopher Joël de Rosnay, who pioneered the idea of a “third skin” (see my post “What if man had a third skin?“).

 

Kinect

What if you inspired the mannequin in the window?

Our agency in Japan, TBWA\Hakuhodo developed the “Mannequinette” for the Tokyo flagship of the store Hearts and Arrows– these interactive mannequins mimic the

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gestures of passersby thanks to an integrated Kinect technology. I love it!

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What if recruitment was all a game?

Among the major trends discussed at the annual Netexplo Global Observatory on Digital Society was the continuing reach of “gamification”. Indeed, one of the Netexplo winners was ConnectCubed (see below) which used an online gaming platform as a means for businesses to recruit employees– bypassing

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the classic job interview. In a similar vein, Heineken turned its recruitment into a game/reality TV competition with it’s operation “The Candidate” (see above video) which may remind some people of the 1997 classic “The Game.”

Cadbury

What if the secret was not so secret?

“Secret Ingredients” are to food and beverage ads what the MacGuffin documents were to Hitchcock movies. This is why I particularly appreciate Cadbury’s spin on the “secret recipe” with their very funny, very British campaign that takes viewers into the “secret world” of Joyville.  To learn more about the land of Joyville, click here.  To see the Australian campaign featuring Joyville, see below!