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mutato is part of the WPP group of companies Mutato @ SXSW abr / 2014 Sprite | estratégia social planejamento 2014 mutato is part of the WPP group of companies fevereiro / 2014

[SxSW 2014] a brief presentation

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mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

Sprite | estratégia social

planejamento 2014

mutato is part of the WPP group of companies

fevereiro / 2014

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

»Question, be curious. » Speak visual » Scenius > Genius. »Audience is king »Take risks and make things

»Rage Against the Machine. »Data Permanence. »Big data for good. »Wearables.

THE URGENT THE TIMELESS

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

Leak

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

RAGE AGAINST THE MACHINE

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

Julian Assange, Wikileaks

AND THAT’S LED TO A HUGE TRANSFER OF POWER FROM THE PEOPLE WHO ARE SURVEYED UPON

TO THOSE WHO CONTROL THE SURVEILLANCE COMPLEX. !

IT’S AN INTERESTING POSTMODERN VERSION OF POWER.”“

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

ONLINE ACTIVITY

SECURITY BREACH

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

THE SNOWDEN EFFECT ONGOOGLE, MICROSOFT, APPLE AND YAHOO’S SECURITY.

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

THEY ARE SETTING FIRE TO THE FUTURE OF THE INTERNET.

THE PEOPLE IN THE ROOM RIGHT NOW ARE THE FIREFIGHTERS.

Edward Snowden

”“

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

v

Julian Assange, Wikileaks

INTERNET HUMAN SOCIETY

LAWS THAT AFFECT HUMAN SOCIETY, AFFECT INTERNET.

+

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

Eric Schmidt and Jared Cohen, Google Ideas

THE INTERNET IS GOOD TO FUEL A REVOLUTION.

FOR THE POST-REVOLUTION, NOT SO MUCH.”“

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

Julian Assange, Wikileaks

EXPOSE JUSTICE,

TO GAIN

INJUSTICE.”“

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

01011110110001000111001110000100000110101001001000001011001001100111010101111110001110110 1 0 0 1 0 1 1 0 1 1 1 0 0 1 0 0 0 1 1 1 1 0 0 1 0 0 0 1 0 0 1 1 1 1 1 0 0 0 1 1 0 0 0 1 1 1 0 1 1 0 0 0 0 1010001101011110001010101101010100111110111101000101010000110011101101110110000100000110110 1 0 1 0 1 1 1 1 1 0 0 1 1 1 0 1 1 0 0 1 1 1 0 1 1 1 1 1 0 0 0 1 1 1 1 1 1 0 1 1 1 1 1 0 0 1 0 1 1 1 1 0 0111010101010001010101111000101001010100000110101010110010011100010110101101010101011011100 1 0 1 0 1 0 1 0 1 1 1 1 0 1 1 0 1 0 0 0 1 0 1 1 0 1 0 0 1 1 0 1 1 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 1 0 0 1 0001011010011001110001001000110111011100101011000111001010000100010101000111000101010110 0 0 0 0 0 0 0 1 1 1 1 0 0 1 0 1 0 1 1 1 0 0 0 0 0 0 0 1 1 0 0 1 0 1 0 1 1 1 0 0 0 1 0 1 0 0 1 0 1 1 1 0 0 1 0 01110010010111101110001010001000111000000011010010110111101101110010000001111101110111000110 0 1 0 1 1 1 0 0 1 0 0 1 0 0 1 1 0 1 0 0 1 0 0 0 1 0 1 0 0 1 1 0 0 1 1 1 0 1 0 0 1 0 1 0 0 0 1 0 1 1 0 1010001010101101010101011001111101010100101000000110000110010010001010001011110010000 1 0 0 0 1 0 0 1 0 0 1 1 0 0 0 0 1 1 1 0 1 1 1 0 1 1 1 1 1 1 0 0 1 1 0 1 1 0 1 0 0 1 0 0 0 1 1 1 0 1 1 1 0 0 0 1 1 1 11100101100001100001100100001101010001100000111000010001011100100011100010100000110 0 0 1 1 1 0 1 0 0 00 0 0 0 0 1 0 0 1 0 1 1 0 0 1 0 1 1 1 1 1 0 1 0 1 1 0 0 1 1 0 0 1 1 0 1 1 1 1 1 0 0 0 0 0 0 0 0 1 0 100010111100110001001001100110000100010111000010010001000101100101111100111101010011010 0 0 0 1 1 0 0 0 1 1 0 1 0 1 1 0 0 0 0 0 1 0 0 1 0 0 1 1 0 0 0 1 1 0 0 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 0 1 1 1 0 1 111000001000110111010000100010101100011100100001110100101010111000011110000001110011101 1 0 0 1 0 1 0 1 0 0 0 1 1 0 0 1 1 0 0 1 0 1 1 1 0 0 0 0 0 1 1 0 1 1 0 0 0 1 0 1 1 0 1 0 1 0 0 1 0 1 1 0 1 0 1 1 01101101001011100011000100101110110011100000001001001110011110011000000001011100001000 0 1 1 1 1 1 0 1 0 0 0 1 1 0 0 0 1 0 1 1 0 0 0 0 0 0 1 0 1 0 1 0 1 0 0 1 0 0 1 1 0 1 1 1 0 0 1 1 0 1 0 0 1 0 1 1 1 1

DATA PERMANCENCE

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

Alexis Ohanian, Reddit

“THINGS WE POST DEFINE OURSELVES TO THE READERS/ FOLLOWERS.

SO WE START TO CHOOSE AND CALCULATE WHAT TO SAY. THAT INHIBITS OUR TRUE SELF-EXPRESSION.

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

Eric Schmidt and Jared Cohen, Google Ideas

WHO WE ARE VS.

WHO WE SHOULD BE

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

PARENTSFROM PROPERTYDATA PERMANENCE

may be the first opportunity to tell

the world the real history of it.

need to talk about data permanence to their children before they have

“the talk”.

to privacy. the rise of

anonymity apps: secret.ly

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

future of genetics

DATEDATA

BY 23ANDME

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

Anne Wojcicki, 23andME

WHO MAKES MONEY

NOTBEING SICK?

OFF ME

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

Anne Wojcicki, 23andME

IT'S YOURS TO HAVE.GENETIC INFORMATION IS YOUR INFORMATION AND

”“

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

GENETIC INFORMATION

Anne Wojcicki, 23andME

want to transform healthcare, we need the world’s data

IF WE REALLY is the basis for personalized medicine.

•Medication response •Disease risks

•Inherited conditions •Interesting Traits

•Ancestry

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

WEARABLES

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

Quantified selfRAY BAN AND GOOGLE

Fashion + TechENGINEER VS. UX

Invisible design

WEARABLES

BIG DATA SHAPING LIVES

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

SXSW 2014 HOW MANY GOOGLE GLASSES?

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

PALMVS.

IPHONE

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

Joi Ito (MIT), Tim Brown (IDEO).

HOW IT WILL SHAPE US?

HOW WE’LL SHAPE TECHNOLOGY AND

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

DESIGN USES THE LOGICAL SIDE OF THE BRAIN (SYMBOL), DEPARTING FROM CREATIVE SIDE (ABSTRACT).

DESIGN INTERFACE LINK BOTH SIDES:

AN ARTIST BLOCKS CREATIVITY IF HE DEDICATES HIS TIME THINKING ABOUT THE CHOSEN BRUSH.

Joi Ito (MIT), Tim Brown (IDEO).

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

Joi Ito (MIT), Tim Brown (IDEO).

A GENE STORES MORE DATA THAN HD’S.

IT’S MORE LIKELY FOR US TO PUT GENETICS INTO COMPUTING,

THAN TO PUT COMPUTERS INTO OUR BRAINS.

”“

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

THE FUTURE OF MONEY

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

HUGE COSTS TONATURE SELECTION

BITCOIN ISan API that

can connect all payment systems

transact online should motivate more merchants to accept Bitcoin, is only a matter

of time, education, users

going on in Bitcoin world. First generation

companies failing due to security issues.

Security improves

Fred Ehrsam (Coinbase), Rolfe Winkler (WSJ)

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

BE CURIOUS.QUESTION,

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

Neil Degrase Tyson

A SCIENTIST WHO NEVER GREW UP.IS A KID ”“THE MISSING SKEPTICISM IS THE PROBLEM.”“

IT’S EIGHT!GET OVER IT.ALL YOU NINE-PLANET PEOPLE OUT THERE:“ ”

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

KNOWLEDGE IS WHAT PREVENTS US FROM PASSING ALONG A

WRONG INFORMATION TO OTHERS.

YOU CAN’T CHOOSE WHAT’S TRUE AND WHAT ISN’T!

Neil Degrase Tyson

”“

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

WE SEE WE SEEart and science

as opposites.art and scienceapart from us.

ART&SCIENCE

WE DON’T EVEN TRY.IF WE BELIEVE WE DON’T UNDERSTAND,

Adam Savage, Mythbusters

”“

”“

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

ART&SCIENCE

Adam Savage, Mythbusters

THE ONLY WRONG OPINION ABOUT ARTIS THE ONE YOU TAKE FROM OTHERS.”“

IGNORANCE OF EXPERTS.SCIENCE IS THE BELIEF IN THE

”“

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

VISUAL SPEAKINGTHE POWER OF

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

TODAY, MESSAGES ORGANIZE THEMSELVES AROUND PEOPLE’S BEHAVIOR AND HABITS:

PEOPLE CHOOSE WHAT THEY WANT TO INTERACT WITH.

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

EMOJIS ARE LIKE SELFIES ARE

BEFORE WRITING,we were drawing.

an alphabet, but with an infinite

number of symbols we can continue

developing.

your own customized emojis.

you are the message, emoji is the medium.

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

SCENIOUSGENIUS.FROM

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

SCENIOUSSCENIUS.TO

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

SCENIUS STANDS FOR THE INTELLIGENCE AND THE INTUITION OF A WHOLE

CULTURAL SCENE. IT IS THE COMMUNAL FORM

OF THE CONCEPT OF THE GENIUS.

NEW MODEL OF CREATIVITY:

ECOLOGY OF TALENT.

Austin Kleon

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

Austin Kleon

_NEW WAY OF OPERATING. !

_SHUT UP AND LISTEN. !

_CREDIT IS ALWAYS DUE. !

_IDENTIFY THE KNUCKLEBALLERS !

_TEACH WHAT YOU KNOW. !

_THINK PROCESS, NOT PRODUCT. !

_STICK AROUND.

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

NEAR-DEATH EXPERIENCE FOR COWARDS.

Austin Kleon

STOP CHASING THE NEXT BIG THING.FOCUS ON THINGS THAT’LL LAST.

READING AN OBITUARY IS LIKE

”“

”“

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

IS KING

AUDIENCE

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

A NEW MOM CAN HAPPEN AT ANY AGE!

≠ PEOPLECONSUMER

≠ CULTURESAGES

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

Soulpancake

is it JOYFUL?

THOUGHT PROVOKING?

is it

CREATIVE?is it

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

Brandon Staton, Humans of New York

DO SOMETHING DIFFERENT!DON’T MONETIZE YOURSELF LIKE ANYONE ELSE DOING ADS.

”“

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

OUR MOBILE LIFE IS

ONE ELEMENT TO ALL ADDICTIVE GAMES, THE ACHIEVEMENT MOMENT.

Brian Wong, Kiip

AIRPLANE FACTOR:

THAT MOMENT = PURE EMOTION

A SERIES OF MOMENTS. WE WANT THINGS NOW.

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

MORE CAN HAPPEN THAN JUST AN IMPRESSION.

NOT ALL MOMENTS ARE CREATED EQUAL.

INVITE 20X THE SAME PERSON FOR A DATE

TASK LIST VS. TINDER

RESPECT THE USER AND MAGIC WILL HAPPEN.IF YOU EARNED SOMETHING, IT’S MORE LIKELY THAT YOU’LL USE IT.

THE MORE YOU DEDICATE TIME TO AN APP, THE MORE REWARDS YOU WANT.

BEHAVIOR DEFINE REWARDSNOT VICE-VERSA. INVADING HAPPINESS MOMENTS MAY CAUSE REJECTION.

Brian Wong, Kiip

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

TAKE RISKS AND

MAKE THINGS.

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

Alex Ohanian, Reddit

START-UPS TRENDS:

AWESOME PEOPLESURROUND YOURSELF WITH

TAKE MONEY FROMBE CAREFUL WHERE YOU

WORK WITH PEOPLE YOU

TRUST

”“““

””

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

3D PRINTING.HONY. SOULPANCAKE.

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

DIVE INTO WORK TO FIND YOUR UNIQUE STYLE AND

STICK TO IT.

Brandon Staton, Humans of New York

”“

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

WITH NO IDEA ABOUT WHAT THEY WERE DOING.

Alex Ohanian, Reddit

EVERY SUCCESSFUL PROJECT STARTED OUT WITH PEOPLE

”“

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

YOU’RE WASTING TIME NOT BUILDING UP YOUR THING.

COMPETITION WILL NOT DEFEAT YOU. YOUR FEARS WILL DO.

Alex Ohanian, Reddit

DON’T THINK ABOUT COMPETITION,

”“

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014

mutato is part of the WPP group of companies

Mutato @ SXSW abr / 2014