00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=1 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M= 100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M= 00,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0, 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=1 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M= 100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M= 00,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0, 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=1 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M= 100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M= 00,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0, 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=1 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M= 100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M= 00,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0, 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=1 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M= 100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M= 00,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0, 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=1 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M= 100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M= 00,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0, 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=1 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M= 100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M= 00,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0, 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=1 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M= 100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M= 00,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0, 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=1 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M= 100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M= 00,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0, 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=1 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M= 100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M= 00,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0, 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=1 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M= 100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M= 00,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0, 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=1 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M= 100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M= 00,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0, 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=1 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M= 100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M= 00,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0, 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=1 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M= 100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M= 00,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0, 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=1 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M= 100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M= 00,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0, 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=1 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M= 100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M= 00,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0, 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=1 00,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M= 100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M= 00,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0, Trendbook # C=75, M=5, Y=100, K= 0 Marija Korecova, Deon van Vliet, Alexa Sokol,Annemieke van de Lavoir
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C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0,M=100,Y=100,=0,vvv C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0,M=100,Y=100,=0,vvv C=0,M=100,Y=100,=0, 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Trendbook # C=75, M=5, Y=100, K= 0
Marija Korecova, Deon van Vliet, Alexa Sokol,Annemieke van de Lavoir
In front of you is a trend book made as a collaborations project between the students of Amsterdam Fashion Institute, specializing on Brands & Identities, and a worldwide advertising agency DDB.
The content of this book will take you on a journey along with 3 trends that we have recognized within the society and disclose our vision on the world that we are living in. We also give implications of the effect of our trends on brands.
In front of you is a trend book made as a collaborations project between the students of Amsterdam Fashion Institute, specializing on Brands & Identities, and a worldwide advertising agency DDB.
The content of this book will take you on a journey along with 3 trends that we have recognized within the society and disclose our vision on the world that we are living in. We also give implications of the effect of our trends on brands.
2 big bangND
What is it now?
We believe that the world has just entered the era of Interdependence between the humans and the technology. Beforehand, we used technology, particularly computing devices as a tool. They existed independently from us. Today, if we look at the development of Microsoft’s Kinect system and augmented reality, we can by far say that we begin to help out and to depend on each other. Microsoft’s Kinect system is based around webcam that can track a persons movement and translate them into onscreen movements. Close is the day where the computing devices will act with the degree of autonomy, understanding and intuition. By the use of our smart-phones and technology for augmented reality we can see exhibitions without being at the location, we can insert virtual objects into the real environment, and we are able to virtually make-up ourselves or try clothes without actually putting them on ourselves. We inter-act with technology and the relationship is become more and more personal.
Where does it come from?
This trend came from the era of Independence and a Read/Write Web community, the era in which we independently existed, the humans on one side and the technology on the other. Computing devices were simply a tool that could help us share information, a collaborative medium, a place where we [could]
all meet and read and write”. However, the time has changed.
Where is it going?
While Web 2.0 saw a rise in audience-generated content like blogs and podcasts, the ongoing Web 3.0 period represents a deeper level of engagement, where users “jump into” media such as virtual worlds. It is all about Semantic Web, also called “web of data” and personalization which involves using technology to accommodate the differences between individuals. A future where “technology and human become one”, the Web 4.0 era is upon us. Outside of computers, three-dimensional technologies will find widespread applications, 3-D holographic projection system will power the next generation of television and our whole future will revolve around data and data integration.This datafication of materiality, of objects, will allow us to create, re-contextualise and adapt our physical environments, with a few clicks of a button. On a more personal level, this will bring more flexibility and individuality in the visualisation of human relationships and commitments.
An implication for the brands
Brands are already dealing with the Active consumer, a unique creative that emerged from the Internet, and that wants further involvement. Since this consumer will soon have the tools and abilities to be part of the creative process the relevance of the brand, and its professional designers, might be kept by taking a step back and opening the field for a conversation, where a new language can be created, by designing only a frame, a set of rules within which framework the brand and the consumer can meet. Brands must not forget that they will be dealing with a consumer that is a client, a manufacturer or in other words maker and a user in one.
Let go, to let grow
What is it now?
Let Go to Let Grow is about working together with nature and resisting our compulsion to control it. By nature we do not recall only to the natural world and natural resources but to human nature and human resources as well. Finding ourselves caught in the crisis of natural and human
resources we are finally allowing the nature to be nature, and child to be a child, to grow and to flourish. We recognized a positive thought on ADHD syndrome since researches have found a great link between a daydreaming, or so to speak distractibility, and creativity, stating that the people who daydream more are better on generating new ideas. Other studies have found that employees are more productive when they are allowed to engage in Internet leisure browsing. The inability to focus, distractedness, encourages our productivity and our creativity as it turns out to be a crucial creative skill that promotes an open-mindedness.
Where does it come from?
Our conceptual separation from nature, in terms of a natural, physical and materialistic world took place long ago and it made nature an object of possession, control, and exploitation. For centuries we have exploited nature for our own benefits. We tried to control it, to tame it and to domesticate it, until it started to rebel on us. The education system worldwide is modeled on the interests and the image of industrialisation. Through time the school systems barely have changed and have become standardized An ongoing reforming of public education throughout the world came from an urge to help our children to take their place in the
economy of 21st century, retain a sense of cultural identity in a globalized world and to win back the creativity, killed by the rationalized and standardized school system. Kids who are different, wheren’t treated the same as other children for example with attention deficit hyperactivity disorder (ADHD) that has been proclaimed as a modern epidemic disease. Finding ourselves caught in the crisis of natural and human resources we are finally allowing the nature to be nature, and child to be a child, to grow and to flourish.
Where is it going?
We believe that the trend is leading to a great change in people’s mindset, a new boundaries breaking moment, which will bring newness within the frame of creative thinking in a form of divergent thinking and producing more brilliant ideas.
An implication for the brands
In the upcoming future brands should choose wisely the level of control they apply in their leadership roles and to certain aspects of their businesses; to ‘let go’ in some areas allowing the consumer to step in and involve more.
Recognize me
What is it now?
Managing privacy in a transparent world…. In the public world, this is why we create secret languages, not only digital, but also in art etc. Personal data to keep private is a form of a New Individuality! Could be a part of a bigger trend of understanding and empathy. The important thing is that We are in control now! We are hiding to keep our privacy. Before, our privacy was out there, available for the brands but now they need to ask for it and become vulnerable by doing so.
Where does it come from?
In these days of extreme transparency, Facebook frankness, and WikiLeaks everything happened out in the open and it is quickly exposed. The transparency and overflow of data makes it more and more difficult to preserve and maintain our privacy (and freedom).As we live more and more in public, the more we have a need to hide things. Therefore, we protect our facebook profiles, our Tweets and communicate in secret language. Why? Because we still do care about our privacy, we do care about
misinterpretation and about segmented communication strategies. We have noticed signs of secrecy in communication Social stenography and Symbol Systems, common typographical elements in artist and track names include triangles, crosses, and other geometric shapes, from music genre that expanded in 2010 called witch house. Social Stenography is about hiding information in plain sight, creating a message that can be read in one way by those who aren’t in the know and read differently by those who are. We think that Social stenography/secret messaging is a new way ofgetting around imitations and it is incredibly popular among teens primary.
Where is it going?
Personal approach of taking care, of interpreting and reading the information. It will bring more hiding, but more listening and more understanding… a change in approach to consumer , even consumer to consumer… vulnerability of brands since they need to ask us what do we want, they need to decode our language, they need to approach us, to recognize that WE are in control.
An implication for the brands
And again, brands will need to change their approach to consumers and become more vulnerable. Before,
our privacy was out there, available for the brands but now they will need
to ask for it and become vulnerable by
doing so. They will need to learn how to read consumers hidden messages, decode their secret language and even create with a consumer a new one, their own. Brands will need to approach to consumers since the consumer took control of availability for the brands. They will need to Recognize the consumer.
Our visionWe believe that the future will be personalized and that the idea of a personal web world is becoming a reality.
Imagine opening up any web page or application and being presented with an experience that is entirely personalized to you. Imagine receiving updates from Foursquare about restaurants you’ll want to visit but also time travel into the past and see where we have been a year ago.
In the past, we lacked the data and the technology to make this type of personal experience a reality. But that is changing quickly and we are witnesses of that change on the daily base.
The abundant social data that is overwhelming our social streams does not present a problem anymore but the solution. Using semantic analysis to recognize meanings hidden within our tweets, status updates, likes, shares, and check-ins, the brands and the marketers will develop a new holistic understanding of who we are and what we are interested in. The future is shifting from you trying to find the right information to the right information finding you.
2nd Big Bang, a new era of Interdependence between the humans and technology is happening, making the borders more fluid.
Let Go to Let Grow idea will bring a greater change in people’s mindset and newness within the frame of creative thinking in a form of divergent thinking and producing more brilliant ideas.
Recognize Me, as a new form of communication, will become a new individuality that will bring more listening and more understanding among human beings, and make brands more vulnerable since they will need to learn how to recognize and approach a new consumer hidden somewhere in the global transparency.
All of this is setting a new lens focused entirely on you.
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C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0,M=100,Y=100,=0,vvv C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0,M=100,Y=100,=0,vvvv C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0,M=100,Y=100,=0,vvvv C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0,M=100,Y=100,=0,vvv C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0,M=100,Y=100,=0,vvv C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0,M=100,Y=100,=0,vvv C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0, C=0,M=100,Y=100,=0,v C=0,M=100,Y=100,=0,vv C=0,M=100,Y=100,=0,vvv
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