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Espresso of Innovation: I Pity The Fool


By Martin Talks, global digital lead, president digital Draftfcb UK
 
Hello and welcome to this week's Espresso of Innovation; the hottest news and strongest stories from the world of creativity and technology filtered into a quick shot of inspiration. This week we're discussing how April Fools might not be so foolish.
 
"April Fools!" Love it or hate it, we all get tricked by at least one gag, and they seem to get more outrageous each year.  This year was no exception with Google kicking up a stink overGoogle Nose BETA, Sony launching its pet-friendlyAnimalia range and Virgin’sglass-bottom plane buthow unlikely are they these days?
 
Some of these will have fooled you and some not. Google Nose tricked Joe, a digital designer in our office. After all, we live in a time when technology seems to be able to do anything: our glasses can help us seeaugmented reality; and carsdrive themselves. So may be it's not so surprising we fall for these tricks and maybe they could actually be foretelling what is yet to come.
 
Some brands have turned to authors to give them direction as to what they should create. Intel, for instance, has hired science fiction writers to help themfuturecast. This approach, on further thought, is well based. After all, eventech industry leaders have underestimated the rate of change. Within 35 years of Star Wars’ iconic Princess Leia hologram projector we watchedTupac’s posthumous performance at Coachella. Countless Star Trek futuristic fantasies havebecome reality including the tricorder (MRI scanners), the replicator (3D printing), and even teleporting (well,almost).
 
Storytellers will not, of course, always get it right. But hoaxes or not, it will be interesting to see how many April Fools jokes turn out to be real in a couple of years' time. Oh, and Joe wasn't so gullible by the way - there really is a technology that sends smells through your iPhone:Chat Perf. So maybe brands should turn to novelists, not just to sell more products today, but also to give guidance on what to create for tomorrow.
 
As Mr T said "I pity the fool" (and I would add) who ignores the imagination involved with April Fools.