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Why is story important to brands?

by Andy Orrick, Rattling Stick “Everything is why.” Frank Gehry, Architect If you can make someone feel something then you’re half way to persuading him or her to buy something, …

A 27-year-old brand story

A brand story doesn’t just start and finish with a single campaign. Andy talked about how brands with a purpose (or story) have a strong emotional message that can form …

Harnessing the power of brand storytelling

It might seem that ‘story’ is a buzzword in the communication industry right now, but it’s a technique that brands have been using to great effect for decades. Al MacCuish …

Storytelling in commercial creativity

A brand needs to carve an identity for itself – it needs to make clear to its audience exactly what it stands for. Storytelling does this in a memorable way, …

A career in stories

Director, writer and producer Sir Alan Parker began his career in advertising as a copywriter before graduating to writing and directing commercials. In the late ’60s he was one of …

7. Rebirth

Never Alone Agency: AMVBBDO / Client: Diageo Graphite Pencil / Branded Content & Entertainment / 2016 Rebirth Recap Rebirth sees our hero ‘falling under a dark spell’ – whether this …

4. Voyage and return

Actual Reality Agency: Y&R New Zealand / Client: Jaguar Land Rover New Zealand Wood Pencil / Brand Experience / 2016 Voyage and Return Recap The hero travels out of their …

5. 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 …

6. Tragedy

Disclaimer: Please note that this video contains shocking images and some strong language. Don’t Look Away Agency: AKQA / Client: Usher Wood Pencil / Direct / 2016 You can watch …

1. Overcoming the monster

I Will What I Want – Misty Agency: Droga5 / Client: Under Armour Wood Pencil / Branded Film Content & Entertainment / 2015 Overcoming the Monster Recap There is an …

2. Rags to riches

Ripple Agency: Wieden+Kennedy / Client: Nike Golf Graphite Pencil / Film Advertising / 2016 Rags to Riches Recap At the beginning, our hero is insignificant and dismissed by others, but …

3. The Quest

The Scarecrow Agency: Creative Artists Agency / Client: Chipotle Mexican Grill Wood Pencil / Digital Marketing / 2014 The Quest Recap In the quest, our hero must set out on …

Meet the team

The D&AD team will be on hand for the next four weeks, guiding you through the course. You can follow us by clicking through to our profiles below. Paul Drake …