I love technology. And what I find incredibly fascinating is that children love it, too. Probably even way more than I do.

They don’t know life without it. It is one of those things that once they learn how to do it – how to operate this or that – they will only build on top of their ability to do it. Become more proficient.

For all sorts of enabling technologies. For in and out of home, this is exciting.

But technology is still technology. That is to say, it is still a machine. And it can be buggy. Or just not work altogether.

Children have no patience for either scenario. They are a great indicator of human behavior to come, in my opinion.

If technology doesn’t work, they simply won’t use it. But they will go on to the next piece of technology that works. Until it doesn’t work. Then, they’ll go to another.

Technology that doesn’t work is dead. It simply will not get used. And when it doesn’t get used, it’s no good.

I love technology because it can make experiences better. I have perspective on life without technology, simply because it didn’t exist. Children have no perspective other than when it simply does not work. Either way, it’s no good dead.

Nike shows us, if used the right way, all technology can be interactive. They’re at it again with some over-the-top OOH installations, what they call Camp Victory.



Sounds like some of the components of this installation will be put in their retail stores, which is only taking them one step closer to a completely technology-based interactive retail environment. It might take some time, but they are leading the way. And this is the future.

More than that, though, they’re just great at using (enabling) technology as a way to demonstrate to the public their own technology. And the thing about it is, they use whatever technology is best to show it off, regardless of how 1.0 or 2.0 it is.

This makes me believe that consumers might not be as intimidated by technology as I think, particularly as more and more people adopt smartphones. In a lot of ways, these types of installations are just bigger, badder smartphone applications. If people know how to work those, they’ll know how to work something(s) as enormous as this. And besides, that’s what I would call “2.0″ enabling technology. You can see just as many examples of simpler technology, but just as interactive. And that’s what I think is brilliant.