Escape (76)

Director Christopher Nolan and composer Hans Ximmer have partnered with mobile app developer RJDJ to bring the world of Inception to the consumer through their phones. The app uses stimulus, such as sound, ambient light levels and geo-location, from the “player’s” life to construct the world of the dream.

Why it matters

Most apps, particularly when it comes to marketing, rely on mundane games, boring text or forgettable images. In a world of data and information overload, consumers don’t just want to hear your message, they want to engage in an experience. How can you use augmented reality to build a world for the consumer and give them the complete experience they crave?

“Transatlantic Blow” is an essentially an energy drink, but it sets itself apart from the crowd by calling itself a stimulation drink. It is a mixture of 13 exotic herbs and contains extracts from coca leaves, caffeine and ginkgo.

Why it matters

Transatlantic Blow attempts to push the boundaries by branding itself as the stimulation drink that “stimulates brain, blood and balls”.  Will we see more non-alcoholic drinks take up the sensual mantle that the alcohol brands have been forced to avoid? Are there other taboo areas that non-alcoholic drink brands could try to own?
 

Design firm John Doe Amsterdam has created “the world’s simplest mobile phone.” This phone is the complete antithesis of the smartphone. It cannot access the web, take pictures or movies, sync with your calendars or even text. It is designed to simply and competently make and receive calls.

Why it matters

John’s phone is for the increasing mass of consumers who are tired of constant connectivity, looking for simplicity and seeking something unique in the world of the seemingly ubiquitous iPhone, android and blackberry. Could this be the start of an anti-tech trend, in favour of a back to basics mentality?