In our exclusive Design Fiction series for CB News, we dive into the future through imaginative storytelling: short, thought-provoking pieces that explore what’s next for industries like fashion, tourism, banking, and more. Inspired by real signals shaping our world today, each article examines the possibilities ahead and unpacks what they mean for brands, communication, and strategy.
When dentsu X Imagines tomorrow, now.
The 3rd Design Fiction exercise, carried out by dentsu X, aims to analyze how weak signals in our society could change it if they were to become the norm in twenty or thirty years’ time. The aim of this exercise is not to predict the future, but rather to understand how brands might adapt, or even play a role in these possible transformations.
In this fiction, we have imagined a future where space exploration is no longer the preserve of scientists and billionaires but becomes a reality for ordinary citizens who see Mars as a new home. What if, tomorrow, insuring against Martian dust storms or pressurized habitat breakdowns became as commonplace as taking out car insurance? And what if, in the future, Earthlings could project themselves into the daily lives of Martians through immersive, hyper-personalized advertising campaigns?
Dateline: 11 August 2060
In the conference room of the NOVA tower, a digital screen occupies the main wall, displaying the title: Launch meeting - Insurance for life on Mars and in space. Around the large oval table, a dozen people are seated, a mix of insurance experts, engineers and creative minds.
Céleste Graviche, Managing Director of NOVA Insure, one of the world's largest insurance groups, stands to open the meeting.
“Thank you all for coming. Today we are on the threshold of something historic,” she began. “We are officially launching AstroLife, our insurance product for life on Mars and in space. A market that, until now, seemed out of reach.”
Risks known but not yet fully assessed...
“This is reality,” announces Alan Meunier, the project manager. He scrolls holographic projections across the center of the table.
“The first step is to fully understand the specific risks associated with life in space and on Mars. It's not just a question of anticipating accidents in the vacuum of space or illnesses linked to reduced gravity, but also taking into account the extreme environment of Mars, from cosmic radiation to Martian dust. We need to adjust our premiums to reflect these realities, but without losing our competitive edge.”
Policyholder profiles: prepared explorers
Amara Nayak, Communications Director, activates her holographic wristband, projecting statistics and portraits of policyholders. “Our customers are not ordinary. They are hand-picked, trained and resilient.”
She shows the data. “All lunar and Martian colonists must be in perfect health, mentally robust, and pass rigorous psychological tests to cope with extreme environments. They must also master key skills: first aid, basic engineering and mechanics. In the event of a crisis, each colonist must know how to react to protect his life and the lives of others.
“In short, our policyholders are highly skilled explorers. This message must be reflected in our communications. We're not selling insurance to ordinary citizens, but to pioneers of humanity!”
The promise of a new insurance product
She launches an advertising film. A warm, solemn voiceover rings out. “You have crossed the frontiers of humanity. You are the builders of a new world, further away than ever before. But even beyond the stars, life remains precious. With AstroLife, protect what matters most: your future, the future of your loved ones, and the future of your dreams!”
The team members nod, clearly impressed. Thanks to the new immersive technologies linked to their body sensors, they could feel the thrill of being a pioneer.
Alan explained, “We need to be there for our customers in space every day. Thanks to our partnership with Starmoov, an expert in connected space devices, we will be able to monitor our customers in real time and alert them immediately to imminent dangers, such as a dust storm.”
Amara speaks again. “Imagine this: an alert appears softly on the window of your home, projected by the NOVA Connect Hub. It informs you that a dust storm is approaching, but immediately reassures you. ‘Your dome is safe.’ Through an interactive simulation, you can visualize every risk in your environment and learn in a few simple steps what actions to take to guarantee your safety. It's not just technology, it's a personal control tower, a partner who watches over you, wherever and whenever you need it.”
The room falls silent, every member of the team intrigued by this vision of a future where technology and humans come together to face the unknown.
Enthusiastically, she continues. “Imagine this critical moment: a fall in a habitat, an injured colonist, alone in the face of an emergency. In less than two seconds, the BioSync Capsule springs into action. This little jewel of technology, worn discreetly on the wrist, analyzes your biometric data in real time and detects the slightest anomaly. It sends an immediate alert to the medical teams, activates autonomous treatment protocols, and projects a holographic interface to guide the injured person or their relatives through the first stages of care. And even in the event of total isolation, it can administer pre-programmed treatments or stabilize an injury until help arrives.”
She concludes by unveiling an immersive simulation. “Put on your helmet and make decisions in realistic situations, as if you were on Mars. Our products don't just react, they anticipate, save and connect. Your life is in good hands, even in the most extreme environments.”
An ultra-immersive launch campaign
Amara insists on the need for a spectacular launch, with highly immersive campaigns. “What you are experiencing will be the subject of a large-scale communication campaign.
“Firstly, bubbles will be installed in public spaces, inviting passers-by to enter. They won't be wearing VR headsets but will be projected directly onto the Red Planet using ultra-realistic 3D screens. Each group of 3 to 4 people will experience a likely scenario on Mars: dust storms, critical habitat failures or medical emergencies. They will have to make decisions under pressure, discover how our products support them, and feel the immediate benefit of NOVA Insure.
“In addition to this fun operation, we'll be taking over the street furniture. Thanks to their connected lenses, passers-by will see adverts perfectly adapted to their consumption habits and interests. Each individual will see unique, personalized content that resonates with their aspirations.
“For the adventurous, these ads will be an invitation to take the plunge, to go to Mars and be accompanied by NOVA Insure. For the dreamers who remain on Earth, they will offer a glimpse of life on the red planet, while proposing formulas adapted to their everyday life on Earth.
“Because NOVA Insure doesn't just insure. It inspires. It protects. It connects everyone, in every world.”
‘The objective?’ she asks. “To inspire people to take up insurance and to make NOVA Insurance known to the general public as an extreme insurer.”
“Remember,” she smiles, “it's not just insurance. It's a cornerstone of the future. Living on the Moon or Mars is no longer an achievement. With AstroLife, it's a new normal. Life won't be easy, but thanks to us, it will be safer.”
Originally posted on cbnews.fr on 10th December 2024.
