In Cannes we text – day 2

Lego and hacked asthma inhalers: Day 2 at the Cannes Lions Festival of Creativity with Text100 Madrid correspondents Iñaki Munoz and Ángel Gallego

Lego and hacked asthma inhalers: Day 2 at the Cannes Lions Festival of Creativity with Text100 Madrid correspondents Iñaki Munoz and Ángel Gallego

This is our coverage of day 2 at Cannes Lions Festival of Creativity. You can check out day 1 here, and day 3 here, coming soon.

What’s a Kronkiwongi?

If you don’t know, don’t search for it on Google, because you won’t find it. We discovered it in the LEGO Social Media Journey, which was such an inspirational talk in our second day at the Cannes Lions Festival of creativity.

LEGO showed us that even if you are late in social media, a brand can soon be at the forefront of innovation. All it takes is a bright idea, talent and of course, a huge amount of work.

One of the most successful campaigns for LEGO cost only $100; that was all the money the team in the room had in their wallets. They created a funny LEGO figure named George, and asked people to create their own versions of George and take pictures with him.

Within 20 minutes, people shared pictures of George in places such as Rome, Hawaii, the Golden Gate Bridge, and in front of the Hollywood sign in Los Angeles.

One bridesmaid even brought George to her friend’s wedding, prompting someone else to create a LEGO bride for George. Then George’s LEGO ex-girlfriend showed up, even though George’s bride was by this point visibly pregnant. (Ah, young love…) Audience creativity is boundless, isn’t it?

Bad news

If you are reading this, you are most likely an adult, and we may need to remind you that we have an unbeatable rival whose creativity reaches far beyond ours: Kids.

Their imagination knows no limits, and this is why they will be able to answer the question: What is a Kronkiwongi? Give them some LEGO bricks and let their creativity flow.

Try asking a child the next time you’re stuck for inspiration. It may lead you to the WOW idea.

As exciting as Lego is (just ask Richard Parkinson, our Global Creative Director and a proud Adult Fan of Lego), IBM are doing some pretty amazing work themselves… Read on to hear more.

Using IoT to prevent asthma

This is the real story of Hugo and Chris. Both are asthmatic and both work for IBM. They are also both based in UK, where the pollution and weather changes mean they struggle with the disease.

Hugo Pinto, Innovation Services Leader for IBM EMEA, introduced a design concept for“smart” inhalers. Using sensors to track patients’ conditions and prescribe personalised medical advice, their aim is to improve sufferers’ quality of life. This chronic disease caused more than 500.000 deaths in 2013, a year when asthma affected 250 million people.

The team hacked a conventional inhaler with a Bluetooth connection, a board, a click button and blue-tac for only £40. Then they developed an app which linked to the device and provided information about the weather (The Weather Company is part of IBM), pollen, pollution, last medication and next best dose. This innovation is the first step to building similar connected devices to effectively treat chronic diseases such as diabetes and asthma.

One of the main conclusions is wearables will improve the quality of self-monitoring and therefore health. IBM is using technology to hack current health practices and remove the barriers for more personal and cost efficient services.

You can find our coverage of Cannes day 1 here, and day 3 here.

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