A.I., GOAT YOGA + WEED
Highlights from SXSW
There’s no shortage of spectacular activations at SXSW this year, and in between getting Lost in Music and scouting some of the best under-the-radar events and entertainment, we’ve managed to fit in some work. Check out our latest highlights below, and follow us on Twitter, LinkedIn, or Facebook for more peaks behind-the-scenes.
Cassandra’s Melanie Shreffler, Trailer Park’s Casey Brickner, Viceland’s Michele Beno, and Art Machine’s Stephanie Gutierrez took to the stage for Art Attack: Data as the New Creative Director to discuss how creatives are being pushed more and more to factor in audience insights, behavioral data, and interest segmentation into their thinking. The all-female panel highlighted how traditional creative can better incorporate data, how some creative is being adapted in real time through A.I., and when data goes too far, garnering enough interest from attendees to earn an encore round.
VICELAND + GOAT YOGA
Cassandra’s Rachel Saunders interviewed Viceland’s Michele Beno about the network’s upcoming slate of weed-themed programming, and how marijuana is being rebranded as an upscale lifestyle product. She also played with baby goats fresh off their morning goat yoga session, a trend that’s been gaining momentum since we covered it in June 2017, popping up at Summit Series and other events around the country. While skeptics might see it as a sign that the wellness movement has jumped the shark, it’s actually more closely linked to a growing nod to biophilia that’s been emerging in architecture, medicine, and more.
Cassandra’s Alina Díaz caught up with clients and covered future-forward panels that explored topics like the gender pay gap, understanding your value in the workplace, and the roles that diversity and inclusion play in shaping modern brands. As we discussed in The Entertainers, youth want content to reflect the inclusive, culturally varied society they’re striving to support; 81% in the U.S. and 79% in the UK say entertainment should strive to provide platforms for societal change. With this in mind, it will be riskier for companies not to embrace diversity moving forward thanks to youth’s broadened horizons.