Brand Storytelling

D&AD

Comedy

Collie Wobble
Agency: Gorgeous Enterprises / Client: Specsavers Optical Group
Wood Pencil / TV & Cinema Crafts / 2009

Comedy Recap
A story made up of comedic events, normally involving mistaken identity, misunderstanding or confusion, resulting in hilarious chaos.

Two Minute Task
While you’re watching the video, think about the following:

What typical traits of a ‘comedy’ plot have been used here?
Were you expecting this to be a comedy? Why do you think the music and cinematography style were chosen?
What other examples can you think of that use this archetype?

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Brand Storytelling: How to Use Narrative to Sell

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Storytelling: everything and nothing has changed
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Al MacCuish reflects on the art of storytelling, from cave painting to writing and film. Has anything really changed? How is story relevant today?
A career in stories
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Spanning both the small and big screen, Sir Alan Parker reflects on his career in storytelling, from how he became a director to borrowing references.
The seven story archetypes
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Can all stories be defined by archetypes? Here, we outline Christopher Brooker's theory of the seven basic plots.
Harnessing the power of brand storytelling
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Al MacCuish looks at how the seven plot types can be applied to brands. How can a narrative help communicate what a brand wants to say about the world
Know your audience: simplify your message
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Jon Kallus, Creative Director at Grey London, believes that truth is the key to communicating quickly and effectively with your audience.