2024创意趋势报告：探寻未来-电通

DENTSUCREATIVETRENDS20242024THE FUTURES LESS TRAVELEDFuturesLessTraveledYASUSASAKI,GLOBALCCO,DENTSU去PATRICIAMCDONALD,CSO,EMEA,DENTSUCREATIVE2ROBERTFROST,THEROADNOTTAKEN

痪 TheRoadNotTaken”痪痪奉撰 痪务锐务 痪 睫锐 痪确 TheFuturesLessTraveled 确导去叙务愿——去奉历——AI痪 锐务 痪痪去 务3Trends5

0102030405ODETOJOYTHEMEMESOFHEREWETHEMAGICINME,MYSELFPRODUCTIONARENOWTHEMACHINEANDUSODE TO JOY01Trend

痪 粉 喧 痪奉痪 包Barbie 群 2023 群撰 奉Z去 痪 去 锐去 ·PeterPanmarketplaceOURSUBTRENDS:...IMAGEGENERATEDBYMIDJOURNEY6OurWork

7-11SLURPEESlurpee 痪痪 —— ——痪 S痪AnythingFlows痪痪FloMilli纸痪FloMilliAnythingFlows Spotify4000 RapCaviarMostNecessary NewMusicFridayAnythingFlowsTikTok battle 120096%ODETOJOY71.1.IMAGEGENERATEDBYMIDJOURNEYODETOJOY81映练撰LauraHampsonGlamour46%Z去痪奉聆练——撰2痪痪奉Jacquemus奉千FiatLouisVuittonHusqvarna奉务Totino撰T痪务奉1.2.IMAGEGENERATEDBYMIDJOURNEYODETOJOY971%71% 务3福Z去痪TikTok#Softlife10厅睫EverythingShower去5GabrielleJudge#lazygirljob撰lazy去EverythingShower奉务去痪奉奉McDonnell,TheGuardian——Chloe痪奉痪4去导映导SoftLifeLazyGirlJobs1.3.IMAGEGENERATEDBYMIDJOURNEYODETOJOY10痪奉 撰 务锐DavidBeckhamAFOLLego202217%6Kidult叛厅BalloonMuseum BubblePlanetBallieBallersonTikTok #girldinner！ 撰DentsuCreativeItaly SanRemoNever-endingSanRemo吁- -WHATITMEANSFORBRANDS& BUSINESSES喧痪痪痪痪痪20232024ODETOJOY11THEMEMESOFPRODUCTION02Trend

务痪奉痪奉去睫喧 牌TikTok 模OURSUBTRENDS:...IMAGEGENERATEDBYMIDJOURNEY132.1.IMAGEGENERATEDBYMIDJOURNEYTHEMEMESOFPRODUCTION1481%81%7去务奉务拿EpicGamesUnrealEditor务锐痪Fortnite“CreativeMode”Minecraft痪锐CHI311拿Nike粉空AirphoriaAir牌Max务SabaGuerrillaGardeningRoblox撰3000撰EllenMilesBotanarchyWorldEconomicForum匹2.2.THEMEMESOFPRODUCTION153%覆痪——尽MotherNatureLesleyLokko痪匹映去痪务OctaviaSpencer尽奉尽睫痪睫务3%喧982023TheLastofUs痪ExtrapolationsVendantuHBODentsuCreativeMexicoDentsuCreativeIndia&PortugalInfectedBillboard群尼TheEverythingBookTheLastofUs群尼聆

3%务82.3.IMAGEGENERATEDBYMIDJOURNEYTHEMEMESOFPRODUCTION16 聆 练奉Excelhacks

奉

TikTok

练痪奉EcoTok21TikTok#aGoodCollective锐锐千AmazonPrimeVideoTikTokDuetAmazonOriginal务12PrimeVideo尽TikTok10WorldDayofTheatre千DentsuCreativeKenyaH-TownKidsNetflixWHATITMEANSFORBRANDS& BUSINESSES映痪务奉去痪痪痪去撰喧AI撰睫THEMEMESOFPRODUCTION17HEREWEARENOW03Trend

痪 痪 痪 痪锐 痪 锐痪——BabaDioum挑 孪纸痪奉映 告 去 确导痪奉奉务OURSUBTRENDS:...IMAGEGENERATEDBYMIDJOURNEY193.1.HEREWEARENOW2081%81%11的痪奉奉！撰告撰68CoronaNativeSportscarters务撰年痪AIIndigenousTourismAssociationofCanada尽痪OriginalOrignalAWAYAINikon纸痪睫模确AirFrance-KLM够2023CMGFlyingBlueDentsuCreativeNeighborhoodTVFranceDidiHana务3.2.IMAGEGENERATEDBYMIDJOURNEYHEREWEARENOW2162%研2023 62%12本土奢品Biti’s40愿40401.6HorizonMedia62%40AStepForward12务去务奉13务Manner映奉奉抒Proya务务 聆3.3.IMAGEGENERATEDBYMIDJOURNEYHEREWEARENOW2254%54%Z14痪聆务号务9务100撰5000CozyWebCozyWeb撰危导VenkateshRao15奉痪奉确CozyWeb导TheNewYorkTimesBloombergBusinessWeek映Byline聆404Media尽WHATITMEANSFORBRANDS& BUSINESSES去痪确抒尼！告务奉确聆痪痪KFC务HEREWEARENOW23THEMAGICINTHEMACHINE04Trend

的痪痪映奉历锐聆撰 务 AI 名对2024 HumanTouch务OURSUBTRENDS:1.AI..IMAGEGENERATEDBYMIDJOURNEY25OurWork

ALLPLAYERSWELCOMEDentsuLabTokyoAllPlayersWelcome务须DJMasataneMuto痪模ProjectHumanity尼MasataneProjectHumanityDentsuLabTokyoMasatane睫哥ALS愿WITHALS尼NTT奉DJ尼THEMAGICINTHEMACHINE264.1.THEMAGICINTHEMACHINE2787%87%AI16AI2023AI91PeterBlakeAI纸务ChatGPT愿MidJourney够……Blake告岁ChatGPT510017痪奉2024AIAISkip®Coca-Cola®theDishesTheY3000ZeroSugarInflationCookbook申叛聊研叛研Mayk.itAI1.5厅SnapchatAIapp纸myAI奉AI务尽myAI184.2.THEMAGICINTHEMACHINE2881%81%19务千够2023AmazonOne的WholeFoods务务叙模TCL聊尼尽DentsuCreativeArgentina,Brazil&USA尽EurofarmaMovieMoodExplorerScrollingTherapy——聆务去匹模6020叙4.3.THEMAGICINTHEMACHINE2965%65%202321ARAI痪匹撰匹ARTheHariboHappinessHunt匹纸务3D研研50%务AI社！对务撰70%Z去GoogleLens撰22社奉愿务社ShopifyIOS17DentsuCreativeChina203DARKFCKFCRe:Store去锐奉愿KFC纸愿务奉WHATITMEANSFORBRANDS& BUSINESSES痪撰匹撰AI痪痪愿痪奉映2023AI2024抒撰导THEMAGICINTHEMACHINE30MEMYSELFANDUS05Trend

痪 去痪 痪锐 聊痪去——去痪OURSUBTRENDS:1. 务..IMAGEGENERATEDBYMIDJOURNEY325.1.IMAGEGENERATEDBYMIDJOURNEYME,MYSELFANDUS3368%68%23务痪去奉务务映确聆痪务痪尽叛痪SBIMainEmileDurkheimSeHum”痪奉痪ApneLiyeApnoCollectiveEffervescenceKeLiye”痪痪告SharedBookstore映务锐PassageinHyperVoisinsTokyoWhatsApp5.2.ME,MYSELFANDUS3450%18292000 38%24撰LadBible研65STI群危RoyalBritishLegion聊240%睫LivingbyAlfa奉DentsuCreativeCanada历55务F#ckingOld奉去去去去去去撰痪去危奉TheGolden痪去BachelorLoewe#grandmillennial88MaggieSmith#coastalgrandmaNaomiWatts锐Stripes5.3.IMAGEGENERATEDBYMIDJOURNEYME,MYSELFANDUS3570%70%25AI痪锐去GrimesAI叙确痪GrimesZ去AdobeAI愿Firefly47%痪43%AdobeStock研抒70%确26痪AI——痪确痪ChatGPT去叙务聆TomHanksAIDeepfake映WHATITMEANSFORBRANDS& BUSINESSES去撰去纸稿锐DIY奉奉撰去TheTwoGenerations去ME,MYSELFANDUS36撰痪聆导聆痪痪痪痪痪2023CMOSurvey聊81%喧睫 睫 告痪确 覆 痪37SOURCES“TopTrends2023:Volume2”,HorizonCatalyst,July2023“Whydopaminedressingisthefeel-goodfashiontrendweneedin2022”GlamourMagazineUK,2ndAug2022“FrommaincharacterenergytoROIonfriendships,newGuardianresearchrevealsanationfindinghappinessinthesmallerpicture”,TheGuardian,July2023“TikTok’snewfavouriteself-caretrend?Thefour-hour“EverythingShower”,TheGuardianUK,15Sept2022“TikT/tag/softlife”“Legosalesleap17%asfansbuybigger,morecomplicatedsets”,CNBC.com,7March2023“DentsuCreative2023CMOReport:CreativityAtACrossroads”,11Sept2023“ClimateChangeinEntertainment”,TheNormanLearCentre,2022“Storiesvs.facts:triggeringemotionandaction-takingonclimatechange”,SpringerLink,6April2019“AmazonPrimeVideousesTikTokduetstohostvoice-actingcontest”,Contagious,16May2023“DentsuCreative2023CMOReport:CreativityAtACrossroads”,11Sept2023“HorizonMediaTopTrendsVolume2”,July2023“GaugingIndia’smiddle-classopportunity”,FinancialTimes,May172023“Britsboredbylow-qualitysocialmediacontent,saysstudy”,Warc,April212020“China’se-commerceslowsdownascelebritiesturntoXiaohongshufor‘quietselling’”,JingDaily13October2023“DentsuCreative2023CMOReport:CreativityAtACrossroads”,11Sept2023“ChatGPT-statistics&facts”,Statista2023“EarlyInsightsonMyAI”,,2023“DentsuCreative2023CMOReport:CreativityAtACrossroads”,11Sept2023“Theluckfactor:Chineseyouthembracedigitalprayersandluckycharmsintoughtimes”,JingDaily,5October2023“TheStateofCreativityStudy”,Cannes2023“KFCRe:Store,Reinventingretailforoneoftheworld’slargestaudiences”,DentsuCreative2023“2022:Upswing