WEEK: 22.07.18

Welcome to your Friday dose of WEEK - a round up of what's dropped in the last seven days, brought to you by the Culture & Strategy team at LOVE. 

IGTV

Mark Zuckerberg became $1.7 billion richer on Wednesday after Facebook stock rose 2.3% on the news that Instagram is rolling out a new feature: Instagram television. Now, creators, brands and vloggers can make videos up to an hour in length, in a portrait format for their followers.

Brands that react quickly, embracing the new format in the early launch period will come up on top, experimenting with the new feature before it becomes saturated. As with Stories, branded content on IGTV should feel organic - not overly produced. We’ve seen Instagram go after Snapchat, and now YouTube, we’re excited to see what’s next. 

Amazon teams with Marriott to put Alexa in hotels


Amazon is partnering with Marriott International, the world’s largest hotel operator, to launch Alexa for Hospitality - a suite of features that allow guests to order room service, request housekeeping, book spa treatments, play music and adjust the lighting and temperature in their rooms, all by talking to an Alexa-powered speaker.

The move is part of a push to expand voice-powered devices beyond the home. Amazon is setting its sights on the automotive industry, working with the likes of Toyota and Ford, as well as across business environments, where Alexa can be used to set up conference calls and manage calendars.

Project 84


Every two hours, a man takes his own life, making about 84 deaths per week. As harrowing a stat as that is, a stigma around mens’ mental health still exists and shrouds it. Campaign Against Living Miserably (CALM) created ‘project 84’, consisting of 84 sculptures of men perched on the rooftop edges of the ITV buildings in London's South Bank to draw attention to this stat.

Thanks to the likes of "Fearless Girl" and others, we've seen the tremendous impact sculptures can have in communicating a message.

The Mystical Rise of Tarot Cards

In today’s uncertain political and social climate, we’re seeing a surprising trend in the popularity of tarot cards as a way to ease insecurities about our futures. We’re seeing this extend to the rich and famous, including Kim Kardashian, whose reader, Jayne Wallace said that the UK’s decision to leave the European Union has brought new business her way in unprecedented numbers. 

Tarot trickled onto the runways last year when Dior featured images from the ‘Motherpeace Tarot Deck’ in their collection, boosting sales of the cards by 30%. While Coach’s recent Soho pop-up had a dedicated tarot area with guests forming queues to have their fortunes told. 

We’re also seeing tarot as part of the wellness phenomenon, with Gwyneth Paltrow’s Goop tapping into tarot, mediums and the supernatural. In everyday media consumption, publications such as Broadly, Refinery29 and The Cut have somewhat normalised tarot and astrology. 


WEEK is compiled by LOVE’s Culture & Strategy team. Want to say hello, ask questions or challenge their cultural knowledge then get in touch hello@lovecreative.com