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DENTSU CREATIVE TRENDS 2024T H E F U T U R E S L E S S T R A V E L E D2024歏鸑䠑馋⸷䫣デ䱲㼊劢勻 2鷳鵂鸣⸂䎇⦶⸔猰䪮♸』✲涸⸂ꆀ䧮⟌猥䪬⛙錜♸㸪䡦涸呍䗱⥌䙁剣劼⠔⚹齡❈⪶➃㤃鵳禾됮㼱嶍駈涸劢勻Futures Less TraveledꝂ䎂麤騟կYASU SASAKI, GLOBAL CCO, DENTSU䋞劅♶僽♧猫瘻殜罜僽♧猫鷥䭊կ㖈鵯⚡䭷侨紩」ꬠ涸傞去尵剣➃腊ⲥ烁곫崵劢勻⠔〄欰➊⛎կ⡎䧮⟌〳⟄霃雦䧮⟌䋞劅溏ⵌ涸劢勻կPATRICIA MCDONALD, CSO, EMEA, DENTSU CREATIVE 3痪又➚䎃涸馋⸷䫣デ身䠭彂荈⚆歲俒㷖〷♳剒⠏繠涸眜畎⛓♧The Road Not Taken”շ劢鷥䭊涸騟ոկ鵯僽♧眜Ⱒ✵鷥䭊涸霜姐⛲Ⱒ✵』✲涸⸂ꆀ㥵⡦雮痪又涸鷥䭊刿剣䠑⛐կ㾝劅劢勻痪又溏奉撰猫〳腊䎇㶸✵ず♧⚡⚆歲կ㖈劢勻㼿劢鄄⛼ⱗ涸姼ⵠ痪又⛓务涸嫦♧⡙偽雿勻荈ᄩ晥ծ⟱⚌❠䧴⚡➃鿪腊⚹锐䟝务涸劢勻霃雦ծ倝ծ㤃修կ➃又䌢霹䋞劅䎇♶僽♧猫瘻殜կ㹎錠ワ黨⚆歲痪又⛲䖎ꦼ㼆劢勻⥂睫⛙錜կ搬罜㖈鵯⚡偽内㤀遤朄⭲锐䙁涸⚆歲痪又涸䫣デ➠㼜䋞劅錠⚹♧猫絑鵂帿䙼擿贊涸鷥䭊կշ确㼊劢勻ոThe Futures Less Traveled䨾銳雷鶣涸僽㖈鷅㼊⥌⟓ծ确程小鷟♸导䫒⛓꣢㼭烁䎋♸⛙錜䨾腊❡欰涸乞腊ꆀկ〥㢪劥䫣デ雭雿✫鲱㹊⸂⟄⿺馄ⳝ涸鸣⸂կ梡去䪮助涸〄㾝雮匬歘劢勻兞鵯叙✲➢劢㥵姼皍支齡⛎䔲乲⚆歲匬䒊蒌助涸♧去➃麁奉♧禹㼺畮猰䪮㼜⠔〄欰历⛎✲㹊♳劥䫣デ务涸䨾剣愿⫸——ꤑ✫呩⢾鿈ⴔ——鿪歋欰䧭䒭AI鸣կ剒ꅾ銳涸僽劥䫣デㄎが痪又㣐胐霃雦锐䟝务涸劢勻կ痪又涸劢勻㼿劢衅疴䧭⛼罜姼ⵠ⛼ⱗ劢勻⛓疴㽠㖈痪又鵯去➃䩛务կ♧晙吆卌ꅽⴔⴀ⚙勵騟罜䧮鷥✫➃鶺刿㼱涸齡勵㔔姼饥ⴀ✫鵯鶇䒗涸假鸀կROBERT FROST, THE ROAD NOT TAKEN 0102030405ODE TO JOYTHE MEMES OF PRODUCTIONHERE WE ARE NOWTHE MAGIC IN THE MACHINEME, MYSELF AND US5Trends妅⛙곩姐Ⰼ字鸣哥굥㕼➃䞔劼㐼눥岁䧮䧮荈䊹ㄤ䧮⟌ ODETOJOY 妅⛙곩姐㖈痪又涸⚆歲䘯⛙彂屮粉䊺⣘䎾♶駈禾嫱⟄䖃⟣⡦傞喧鿪刿⸈❑կ痪又溏奉䠄䝝䠭ծ匠䓄䠭♸㬛⛙䚍姻䧭⚹剣⸂涸娀㐼䌐⸔痪又㼆䫒鵯⚡〳䙲ծ氏期♸幊包涸⚆歲կ歏䕧Barbie蓹嫱㥩⡃♧㖞俒⻊⛓假⟄匧Ⱘ䠭群⸂涸祪卓磋⚹2023䎃嵵群ⴀ獤匧妅⛙涸孧㔵կ鵯猫梡韌䎇ꬋ⩐搬կ➢⠡侚涸撰䊼腂⛙㔩奉紿紨涸孞椕日暟껧ぐ碫⡤낉崞⸓⚹➃又䌄勻鷖鼙梡㹊涸䘯⛙♸馰կ傞㼿굥惐⛲㖈㽴䞔㾝梡Ⱖ馄梡㹊⚺⛐涸♧կ〥♧倰Z⚆去鸑鵂荈痪毫䠁勻䜠搬㼆䫒鵯⚡⯎忘搋贊涸傞去淼肌䫡锐ⴭ䧭⚹➭又屛䠁魧䗱涸♧猫⟉䒭䠭կ䧭䎃⛓た涸⚆歲⟁➃劅罜禾姿齡❈➃欰涸ꅾ銳ꅽ玐烵⡃⛖鿪黔♶〳⿺✵僽⛖鵯去♶䡦㣐涸➃㼜梖⛙⡲⚹毫䠁倰䒭䌄⸓满䕹䖤·悭䋑㖞絑崸Peter Pan marketplace涸〄㾝կTrend6OUR SUB TRENDS:1.䘯⛙㖑⿿䫒2.괇銻䒭荈䧮毫䠁3.紱礨㖑梖⛙01IMAGE GENERATED BY MIDJOURNEY ODE TO JOY77-11 SLURPEE䙼⛙ⱺSlurpee剣满侨涰♰猫〡絆ざ嫦♧匉䙼⛙ⱺ鿪僽荈痪涸邍鴪կꥥ满ⱺ껏碫Ꝉ(마)괄涸♴꣭痪又➢䎃鲽➃欰崞ꅽ剒ꅾ銳涸倰满䩛——䠑——鵯⛲僽䙼⛙ⱺ⡤낉涸Ⱒꝶ鿈ⴔꥥ⛓䲀ⴀ倝涸ᄩ晥䎂〵ծᄩ晥䕎韌♸叻露կ⡲⚹ᄩ晥ꅾ㝕涸♧鿈ⴔ痪又ꅾ倝霃雦✫䙼⛙ⱺ衼ぜ涸S㘗崨⸓絁勵կ痪又䩧鸣涸Anything Flows鸑鵂♧禹Ⱒ✵荈痪邍鴪ծ蒜㤉♸〡涸欰⸓歏錠䎛デ♧挩䩧ᆄկꥥた痪又♸衼ぜ霹(자)姐䩛Flo Milli ざ⡲翸搋✵䫉䞔霹(자)衼獦涸11日ᅌ纈⡤⚹䙼⛙ⱺ柄♳✫♧刼䔲⛓偽䠹涸㢙傈饎姐կ痪又鵮鼜霼ᄩ晥磋⚏⡲荈䊹涸姐霒刿剣纸⠔⸈姐刼㸽倰幊갉晜涸䔶ⵖ䎇⸈ⰆFlo Milli 涸䊢怵կAnything Flows 䖎荈搬㖑♳嚸Spotify 剒「Ⱒ岤涸♲⚡乄佞邍剢ゑ⠍䚪侨馄鵂4000 ♰Rap CaviarծMost Necessary ㄤNew Music FridayկAnything Flows 湱Ⱒ涸韭姐刼ծ갉⛙錠곸ծTikTok霹(자)battle⟄⿺幊갉晜劥蜦䖤✫馄鵂1200♰妃錜溏ㄤ乄佞կ96%涸➃邍爙㖈溏鵂霪䎛デた➭又刿剣〳腊餝✈䙼⛙ⱺկOur Work ODE TO JOY8ᄩ晥ծ蒌助㹻ㄤ錜⠍鿪䒓映䭆䫵剒皍支涸䘯⛙կ䗞䫣デ儑爙46%涸Z⚆去㖈Ⳝ⛖䨾剣傞ꢂꅽ鿪䠭奉角䫈䧴搋贊㼆鵯聆㎕练涸⚆歲馄梡㹊䘯⛙⚺⛐⡃⛖僽(사)♧剒㥩涸㔐䎾կ傞㼿♸繠㺂ᄩ晥梖虡霣⚺곿♧妃妃䮋䧶痪又㼆梡㹊涸雩濼կ➢Jacquemus䩛䲿⺫䊼㡦奉虊ꢂ䓙欰⚹騟僒㪭涬Louis Vuitton霃雦涸岚㼷子㕐挿禹ⱄ奉嶃漪嬁芁涸㖑꜈㖈梖⛙务蠒鸣妅䘯涸孧㔵կ撰䊼腂瑬䵨⟄絜⚽涸蒀䕙㖈T〵♳杝老♧䋵⚹瑬满罏䌄勻ꦿ駟涸䗱䞔կ䘯⛙㖑⿿䫒假遤♸欰崞倰䒭綘鳓Laura Hampson 㖈շ눂⸂Glamourո练䘋♳ⱗ麤撰䊼腂瑬䵨涸䠑⛐㖈✵痪又⚺⸓鷥䭊腊雮荈䊹䒓䗱ծ絛荈䊹䌄勻䘯⛙涸邆剪僽涸䘯⛙荈搬僽馊撰馊㥩——鵯♧巾Ⱒ⛖傞㼿♧巾Ⱒ⛖䗱身կ2 ず傞痪又溏奉䎕랾♸馄梡㹊⚺⛐涸䎛デ⡲ᄩ糸㕼ꅾ勻կ螨千暵Fiat⨢姺欰❡抪蒀导鲨⟄⦸㼋⯎忘欰ㄐ崞⸂涸蒀䕙㺢⚆廾Husqvarna絆䒊✫♧佅エ㼽㐼ざ(자)㔙Totino 虡霣涸䫪蠖糸䎛デ⯎忘✫馄梡㹊䠑㼜皍支涸欰崞㖞兞」䧭乞䗱身涸ꦼ䘍傞ⵠկ姼㢪姻㥵痪又銳㖈♴♧⚡馋⸷务䲿奉涸䎕랾涸欽鸀馊勻馊雮➃ⴀ⛖䠑俱կIMAGE GENERATED BY MIDJOURNEY巾侨⟄♳涸「霄罏雩⚹䎾㼆角⸂涸剒⢕倰䒭僽欽랱蒀䎕랾♧疭罜鵂կ11.1. ODE TO JOY9Z⚆去姻⟄䨾劢剣涸掚䞔小嵵✵荈痪毫䠁կ嫱㥵Everything Shower小嵵䒭尛嵮姻䧭⚹鵯♧去➃➢絈䗎⛓㢅㼊宠䣅诓涸鼙ꦼ䨾ㄤ杝㢅傞ⵠ鵮剣礵荝涸䒭繠㺂䌄勻ⱪ䟝碫⡃涸⸆佪կEverything Shower 鸑䌢銳⚙奉㔋⚡㼭傞կ嫦ワ♧妃➢㣢奉膃峤⚡麑䬀♳〄芘欽熋瀨芁錭餘곢屘ㄤ⥂弪✌巊⛲♶腊㼱կ——Chloe McDonnell, շThe Guardian 瓦䫣ո4佞滚Ⰼ椕➃又兜麑䒓映言䒙㋡㒟俒⻊鲮罜䭆䫵Soft Life䢨欰崞⟄⿺Lazy Girl Jobs礵牟猌翟կ괇銻䒭荈䧮毫䠁㖈TikTok ♳#Softlife 霢곿崹錢ꆀ䊺鴪10厅罜⚂鵮㖈睫絯㟞⸈5կ日⚺Gabrielle Judge 鸣涸#lazygirljob霢곿⦸㼋䊨⡲♸欰崞涸䎂邂傋㖈䫻ⵖ㋡㒟俒⻊կ♶鵂䖎撰➃邍爙➭又〫僽♶䡦⚹✫䊨⡲氕✵㤕ㄐ䎇♶僽lazy♧霒䨾去邍涸䦂䟘կ㖈务㕂䎃鲽♧去嶊餩罏ⴀ梡✫荈痪䒗⻊կ➭又㖈넞角䘐热涸欰崞ꅽ䖤♶奉荈痪㹊梡絑䌢ⴀ梡礵牟ⰻ署կ✵僽䠭奉♸溫㹊荈痪幯遤幯鵴涸➭又Ɀ㹁⟄♧猫湱㼆庛ㄤ涸倰䒭勻㼆䫒䘯蒜㤉涸欰崞⡱禹ծ鮆䎂姻僽䎃鲽♧去㼆㋡㒟俒⻊涸导䙼♸导䫒կIMAGE GENERATED BY MIDJOURNEY71%71%涸「霄罏邍爙繠㥩欰崞彂✵㖈傈䌢务㼊䪪䘯⛙♸䎋犷⟄⿺䪪ⵌ福膴角⸂涸劼⠔կ31.2. ODE TO JOY101.3.IMAGE GENERATED BY MIDJOURNEY紱礨㖑梖⛙痪又溏奉馊勻馊撰涸➃小嵵✵梖⛙⛓务㼜䧭䎃➃涸餓⟣縨⛓腰たկ♶ꦼ锐鍒㖈欰崞䧭劥涸ꅾ角♴➃欰ꅽ玐烵」䖤ꦼ⟄⟱⿺罜梖⛙ⴭ䧭⚹䧭䎃➃涸鼙ꦼ䨾կ⡤肫䊭僤David Beckham 荈獦僽小鶴✵⛙넞獤加涸AFOL⛙넞䧭➃梖㹻♧プկ姻僽䖤渤✵鵯⚡傈渤㡫㣐涸䧭䎃磋⚏纈⡤⛙넞Lego2022䎃涸Ꝉ(마)괄㟞✫17%6կKidult㣐㼭㷛梖Ⱘ梡䊺〄㾝⚹叛⧩侨宀厅繠⯋涸❡⚌띌䔲⸣涸䧭➃䒓䗱⛙㔩귬刿僽♧挩罜紤կ⚹鵓ざ鵯♧馋⸷蒌助껧紹紹䒸Ⰶ㬛⛙霃倶㖈⚆歲ぐ㖑孞椕日暟껧Balloon Museumㄤ岙岙僤椕Bubble Planet瘝康⛙霃倶㥵ꨍた僱疡菚嶑梡輑ざ嵳峕椕寑♸뚃㽵ꂊ⠔涸Ballie Ballerson 瘝㣐㘗䧭➃康⛙㖞㣐遤Ⱖ麤կず傞㖈TikTok ♳#girldinner㥎㷛儻귬䧭⚹掚꡶霢곿կ㖈鵯⚡霢곿♴䧭䎃➃〳⟄ꥥ䗱䨾妝䵨ꂁ㋐昶涸굹暟鸑䌢鿪僽留䎃傞劍涸剒昶♶！鵯❈굹暟絆ざ饰勻剣撰⛎䚓䒗կ歏鸑䠑䠑㣐ⵄDentsu Creative Italy㔙ꢭ⚹San Remo 鵯⚡䠑㣐ⵄ剒「妅鵓涸갉⛙蒜⛓♧䩧鸣✫Never-ending San Remo宕偽吁姺涸㖁ꨭ蜒⟄⤮淼涸䎛デ䕎䒭姐곩㖁ꨭ蜒갉⛙蒜宕䛎涸눂⸂կ ODE TO JOY11FOR BRANDS㼊䪪⛙馰㖈鵯⚡⯎忘搋贊涸⚆歲ꅽ䎕랾鲽匠涸傞ⵠ嫱⟄䖃⟣⡦傞喧鿪刿⸈ꅾ銳կ㥵➚䧺紵㕂꣢䠑蒜⚁꡶霃用✫♧⚡䎕랾碫㤙고劍䖉㖈2023 䎃糸㕼䔱勻涸㋐ⶢ䕎䒭㖈2024 䎃刿⸈䒗䕙紹ッկ挿❭곢荳痪又涸欰崞蒜㤉㥵姼稒䓎罜嫦♧妃㼭䤱♸佞匠傞ⵠ鿪僽㥵姼ꦼ䖤կ齡❈腊㢿⚹嶊餩罏ⵖ鸣♧❈魧䗱佞匠ծ㔐䔱荈痪涸晙ⵠ♸⟉䒭䠭涸ᄩ晥㼜蜦䖤䧭⸆կ&BUSINESSES⛙錜罜ꬋ❧⛙痪又涸ワ黨⚆歲⯎忘䮋䧶⛙錜䎇ꬋ㣔溫涸荈⟄⚹僽䧴僽荈痪佞紷կ〫剣➰霽遤⸓涸⛙錜⚺⛐䩞剣〳腊⚹痪又䌄勻佖」կWHAT IT MEANSᄩ晥爙 PRODUCTIONTHE MEMES OF Ⰼ字鸣哥➢痦♧㣐馋⸷务痪又溏奉♧❈剎鄄餤♳肌崯ծꥥ⤑䧴梖疭䒭涸ⰻ㺂碫㘗ㄤ䕎䒭ⱄ妃䄕饰䧭⚹」ꬠ涸䊨Ⱘկꥥ满⡲罏絑崸涸饰굷ぐ㣐ᄩ晥畊湱鷅䰌㬛⛙ⰻ㺂կ痪又溏奉倝涸ⰻ㺂䕎䒭姻㖈嶑梡䎇〄㾝⚹⟱⚌㟞♸爢⠔」ꬠ涸⸓⸂կ㖈匬䒊⚆歲ㄤⰟず鸣胜兞♴䧭饰勻涸♧去➃姻㼜䨾䖤䪮腊䌄Ⰶ爢⠔欰崞䎇㼆⚡⡤涸⸂ꆀ♸餻腊䫵睫刿㣐涸劍劅կ』✲䧭⚹」ꬠ涸⸂ꆀկ㖈䔲➚』✲胜兞♴孞喧」⻊鵯⚡劍鄄牌錠涸霢곿僥梡䎇䧭⚹搋挿կ㖈TikTok ♳齡❈絑鵂礵䗱⺫鄳涸模繠ⰻ㺂〳⟄㽠ꆄ輑ծ䫡肌⿺爢⠔姻⛐瘝⟣⡦⚺곿勻侅肫「⠍ծ䮋䧶⠛絡ծ欨荛괇銻➃又涸雩濼կTrend13IMAGE GENERATED BY MIDJOURNEY02OUR SUB TRENDS:1.➢䒊霃⚆歲ⵌ䒊霃刿繠㥩涸⚆歲2.佖ⱗ佦✲佖」劢勻3.欰崞剣哥 THE MEMES OF PRODUCTION142.1.ꫬ䎃♧去㖈侨㶶⚆歲务㣐帿「匬䒊⚆歲涸蒌助♸䊨蒌涸擞ꤲկ㔐奉梡㹊欰崞➭又劍劅ꅾ倝㝕鸣㹊⡤⚆歲䎇⨞ⴀ獤匧餑柄կEpic Games 䲀ⴀUnreal Editor⡲⚹拿㘠⛓㢹鸣垷䒭Fortnite “Creative Mode”涸♧鿈ⴔ鼜霼梖㹻䬐⟣䊨玐䋗ծ䒊瘰䋗ծ蒌助㹻⟄⿺』✲罏涸錭蒀鸑鵂贞䎑綘鳓㐼霃雦➭又荈䊹涸䀙㿦կ罣⯘Nike僽剒粉ꅷ欽贞䎑䒸空涸ᄩ晥⛓♧➭又♸拿㘠⛓㢹翫䩛䲀ⴀAirphoria 康䧬雮磋⚏小嵵✵⟄Air Max ⚹⚺곿涸贞䬾㸙㸿⛓务կず傞Saba ⴭ⦶⸔Roblox 䲀ⴀⰌ椕껷鿈撰⯋㸙㸿剢絑侅肫康䧬䧭⸆㖑⚹3000撰♰ぜ⯄留䲿⣘✫㖈絁侅肫կ剣❈衼ぜ佟屛絆絉鵮㼜康䧬ざ岁⻊㼜康䧬䩧鸣⚹鳻雿ㄤ」ꬠ涸莺〵կ⚆歲絑崸雿㗐World Economic Forum欨荛䒊✫♧䏠贞䬾榰㡦㼭ꞏ雮鴪将倛♸罏〳⟄♶「傞ꢂㄤ瑟ꢂꣳⵖ㖈鵯䏠贞䬾㼭ꞏ䒓㾝匹⸓♸ざ⡲կ➢䒊霃⚆歲ⵌ䒊霃刿繠㥩涸⚆歲⯋㸙㸿䒊瘰⿽䎃㾝ⴭ〮꧋Ⰼ椕䒊瘰䋗㽠䒊瘰ㄤ霃雦㖈⯋㸙㸿务涸悶⸂㾝䒓雭雿կ贞䬾⚆歲务涸♧❈锐䙁⛲㖈幷Ⰶ痪又涸傈䌢欰崞կ⢾㥵「Minecraft痪涸⚆歲康䧬〄蓏⸈ㆥ䋑字〳⟄鸑鵂CHI 311緸畀歍霼嗃老ծ幡锐嶃뚈䧴䒓㾝Ⱖ➭Ⱆ字㊤⚿կ緸畀欽䨪鵮〳⟄騈驶叅溏歍霼鵳䏞✫鍒荈䊹㼆梡㹊⚆歲䨾❡欰涸溫㹊䕧ᆄկ康ⴁ㔩蒌Guerr
