A brief presentation of what we (me, pedro and atair) experienced and saw at Ausitn, during south by southwest 2014.

1. 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

2. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014

3. 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

4. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014

5. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
Leak

6. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
RAGE
AGAINST
THE
MACHINE

7. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014

8. 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.
”
“

9. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
ONLINE
ACTIVITY
SECURITY
BREACH

10. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
THE SNOWDEN EFFECT ON
GOOGLE, MICROSOFT, APPLE AND YAHOO’S SECURITY.

11. 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
”
“

12. 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.
+

13. 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.
”
“

14. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
Julian Assange, Wikileaks
EXPOSE
JUSTICE,
TO GAIN
INJUSTICE.”
“

15. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014

16. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
0101111011000100011100111000010000011010100100100000101100100110011101010111111000111011
0 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 1
01000110101111000101010110101010011111011110100010101000011001110110111011000010000011011
0 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 0
11101010101000101010111100010100101010000011010101011001001110001011010110101010101101110
0 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 0
00101101001100111000100100011011101110010101100011100101000010001010100011100010101011
0 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 0
111001001011110111000101000100011100000001101001011011110110111001000000111110111011100011
0 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 1
01000101010110101010101100111110101010010100000011000011001001000101000101111001000
0 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 1
110010110000110000110010000110101000110000011100001000101110010001110001010000011
0 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 1
0001011110011000100100110011000010001011100001001000100010110010111110011110101001101
0 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 1
1100000100011011101000010001010110001110010000111010010101011100001111000000111001110
1 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 0
110110100101110001100010010111011001110000000100100111001111001100000000101110000100
0 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

17. 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.

18. 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

19. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
PARENTS
FROM 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

20. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
future of genetics
DATE
DATA
BY 23ANDME

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Mutato @ SXSW
abr / 2014
Anne Wojcicki, 23andME
WHO MAKES MONEY
NOT
BEING SICK?
OFF ME

22. 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
”“

23. 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

24. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014

25. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
WEARABLES

26. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
Quantified self
RAY BAN AND GOOGLE
Fashion + Tech
ENGINEER VS. UX
Invisible design
WEARABLES
BIG DATA SHAPING LIVES

27. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
SXSW 2014
HOW MANY GOOGLE GLASSES?

28. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
PALM
VS.
IPHONE

29. 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

30. 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).
”
“

31. 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.
”“

32. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014

33. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
THE FUTURE OF MONEY

34. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
HUGE COSTS TO
NATURE SELECTION
BITCOIN IS
an 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)

35. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
BE CURIOUS.
QUESTION,

36. 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:
“ ”

37. 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
”“

38. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
WE SEE WE SEE
art and science
as opposites.
art and science
apart from us.
ART&SCIENCE
WE DON’T EVEN TRY.
IF WE BELIEVE WE DON’T UNDERSTAND,
Adam Savage, Mythbusters
”
“
”“

39. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
ART&SCIENCE
Adam Savage, Mythbusters
THE ONLY WRONG OPINION ABOUT ART
IS THE ONE YOU TAKE FROM OTHERS.
”“
IGNORANCE OF EXPERTS.
SCIENCE IS THE BELIEF IN THE
”“

40. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014

41. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
VISUAL SPEAKING
THE POWER OF

42. 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.

43. 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.

44. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014

45. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
SCENIOUS
GENIUS.
FROM

46. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
SCENIOUS
SCENIUS.
TO

47. 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

48. 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.

49. 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
”“
”“

50. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
IS KING
AUDIENCE

51. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
A NEW MOM CAN HAPPEN AT ANY AGE!
≠ PEOPLECONSUMER
≠ CULTURESAGES

52. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
Soulpancake
is it
JOYFUL?
THOUGHT
PROVOKING?
is it
CREATIVE?
is it

53. 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.
”“

54. 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.

55. 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 REWARDS
NOT VICE-VERSA. INVADING HAPPINESS MOMENTS MAY CAUSE REJECTION.
Brian Wong, Kiip

56. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
TAKE
RISKS
AND
MAKE
THINGS.

57. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
Alex Ohanian, Reddit
START-UPS TRENDS:
AWESOME PEOPLE
SURROUND YOURSELF WITH
TAKE MONEY FROM
BE CAREFUL WHERE YOU
WORK WITH PEOPLE YOU
TRUST
”“
“
“
”
”

58. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014
3D PRINTING.HONY. SOULPANCAKE.

59. 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
”
“

60. 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
”
“

61. 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,
”
“

62. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014

63. mutato is part of the WPP group of companies
Mutato @ SXSW
abr / 2014