#STORYTOOLKIT: Hollywood's Storytelling Tips & Tricks Revealed

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  • 1. 1 OCTOBER 2013 #STORYTOOLKIT HOLLYWOOD’S STORYTELLING TIPS & TRICKS REVEALED ©2013 Critical Mass, Inc. All Rights Reserved | 1
  • 2. DIRECTOR OF CONTENT STRATEGY, CRITICAL MASS GEORGE WEBSTER LIFE AS A WRITER Created and co-wrote Valiant, an animated feature film released in 2005. Commissioned to write further screenplays for Dreamworks, BBC Films, Working Title, UK Film Council. LIFE AS A CONTENT STRATEGIST Head of Content & Social Media for Critical Mass, London. Current clients include Citi, Hewlett Packard, Goodyear & Dunlop. georgew@criticalmass.com ©2013 Critical Mass, Inc. All Rights Reserved | 2
  • 3. WHAT’S MY STORY? ©2013 Critical Mass, Inc. All Rights Reserved | 3
  • 4. “I WANT TO PROVIDE YOU FRAMEWORKS THAT CAN HELP YOU IDEATE TOWARDS STORIES SUCH AS THE ONES SCOTT HAS SHOWN YOU TODAY BUT I HAVE SELF DOUBT AND I FACE VALID CHALLENGES FROM CREATIVE AND PLANNING DEPARTMENTS SO GIVE ME SOME LEEWAY HERE.” ©2013 Critical Mass, Inc. All Rights Reserved | 4
  • 5. STORY IS INBALANCE 5
  • 6. WHAT’S OUR INBALANCE? ©2013 Critical Mass, Inc. All Rights Reserved | 6
  • 7. STORY / THE KEY ELEMENTS WHAT’S OUR INBALANCE? AS MARKETEERS WE ALL WANT THE SAME THING. ©2013 Critical Mass, Inc. All Rights Reserved | 7
  • 8. STORY / THE KEY ELEMENTS WHAT’S OUR INBALANCE? WE WANT TO GRAB OUR CUSTOMERS UNDIVIDED ATTENTION BUT THEY DON’T CARE ABOUT US THEY CARE ABOUT THEMSELVES. ©2013 Critical Mass, Inc. All Rights Reserved | 8
  • 9. YET WE USE THE SAME TOOLS AND AND TOWE USE THE OUR PROCESSES PROCESSES AND PROCESSES SAME TOOLS ©2013 Critical Mass, Inc. All Rights Reserved | 9
  • 10. “EVERYONE’S USING THE SAME ‘BEST PRACTICE’ PROCESS” [BBH, ANTIWINDTUNNEL MOVEMENT] ©2013 Critical Mass, Inc. All Rights Reserved | 10
  • 11. SO IT’S HARD TO THINK DIFFERENT ©2013 Critical Mass, Inc. All Rights Reserved | 11
  • 12. BUT TODAY YOU HAVE A CHOICE ©2013 Critical Mass, Inc. All Rights Reserved | 12
  • 13. THE BLUE PILL Take the blue pill takes you back to your ordinary life. Same processes. Same tools. Same thinking spun a little different. ©2013 Critical Mass, Inc. All Rights Reserved | 13
  • 14. THE RED PILL Take the red pill and open your eyes to story-supervision. A whole new world where you begin to see the story framework behind the idea. ©2013 Critical Mass, Inc. All Rights Reserved | 14
  • 15. GOOD CHOICE ©2013 Critical Mass, Inc. All Rights Reserved | 15
  • 16. STORY SUPER-VISION ©2013 Critical Mass, Inc. All Rights Reserved | 16
  • 17. HOW IS THIS USEFUL? Story super-vision can... •  Help you see the story at work behind an idea •  Help you become a better storyteller •  Help you run brainstorming sessions centred around finding stories that work for your brand. •  Help you more confidently articulate why you believe some ideas work better than others and vica-versa. •  Help planning and creative departments align ©2013 Critical Mass, Inc. All Rights Reserved | 17
  • 18. ©2013 Critical Mass, Inc. All Rights Reserved | 18
  • 19. GRABBING AND KEEPING ATTENTION IS THEIR BUSINESS ©2013 Critical Mass, Inc. All Rights Reserved | 19
  • 20. 02/ THREE KEY HOLLYWOOD TOOLS ©2013 Critical Mass, Inc. All Rights Reserved | 20
  • 21. 1. EXAGGERATED CHARACTER POV Hollywood knows that true character is revealed in the choices we make under pressure. By focusing on the wants and needs of a character and pushing them into extreme choices - we the audience become emotionally invested in their outcome. Hollywood takeaway: Learn how to develop and utilize your brand’s unique point of view of the world to maximum effect. ©2013 Critical Mass, Inc. All Rights Reserved | 21
  • 22. 2. CLASH OF CONTEXT Hollywood knows how to grab attention and put bums on seats. That’s why it returns again and again to a storytelling framework that is ‘high concept’ gold. Hollywood takeaway: If we consider predatory thinking to be about ‘reframing the conversation’ then using Clash of Context is a brilliant way to approach doing this. ©2013 Critical Mass, Inc. All Rights Reserved | 22
  • 23. 3. COMIC OPPOSITES Hollywood is in the entertainment business and making us laugh is BIG business. The comic opposites framework is Hollywood’s banker bet to make this happen. Hollywood takeaway: Together with Clash of Context, this highly flexible framework takes seconds to understand yet is behind some of most successful marketing campaigns of all time. ©2013 Critical Mass, Inc. All Rights Reserved | 23
  • 24. BEFORE WE APPLY THESE TOOLS LET’S UNDERSTAND WHAT A STORY IS. ©2013 Critical Mass, Inc. All Rights Reserved | 24
  • 25. STORY / THE KEY ELEMENTS ACT1/ THE SITUATION GET YOUR HERO UP A TREE ©2013 Critical Mass, Inc. All Rights Reserved | 25
  • 26. STORY / THE KEY ELEMENTS COMPLICATIONS THROW ROCKS AT HIM ©2013 Critical Mass, Inc. All Rights Reserved | 26
  • 27. STORY / THE KEY ELEMENTS RESOLUTION GET HIM DOWN ©2013 Critical Mass, Inc. All Rights Reserved | 27
  • 28. STORY / THE KEY ELEMENTS A MAN WANTS TO GET DOWN FROM A TREE BUT HE CAN’T BECAUSE PEOPLE KEEP THROWING ROCKS AT HIM. ©2013 Critical Mass, Inc. All Rights Reserved | 28
  • 29. ABC ©2013 Critical Mass, Inc. All Rights Reserved | 29
  • 30. STORY / THE KEY ELEMENTS A 1.  A hero 2.  A desire 3.  A villain ©2013 Critical Mass, Inc. All Rights Reserved | 30
  • 31. STORY / THE KEY ELEMENTS A WANTS B 1.  A hero 2.  A desire 3.  A villain ©2013 Critical Mass, Inc. All Rights Reserved | 31
  • 32. STORY / THE KEY ELEMENTS A WANTS B BUT C GETS IN THE WAY. 1.  A hero 2.  A desire 3.  A villain ©2013 Critical Mass, Inc. All Rights Reserved | 32
  • 33. STORY / THE KEY ELEMENTS A WANTS B BUT C GETS IN THE WAY. (HOW CAN THE BRAND HELP?) 1.  A hero 2.  A desire 3.  A villain 4.  A mentor ©2013 Critical Mass, Inc. All Rights Reserved | 33
  • 34. STORY / THE KEY ELEMENTS HOW CAN WE HELP THE MAN? ©2013 Critical Mass, Inc. All Rights Reserved | 34
  • 35. STORY / THE KEY ELEMENTS HOW CAN WE HELP THE MAN? •  •  •  •  •  We don’t. We make him anxious and scare him into buying our ladder. We can empower him by guiding him down and encouraging him every step of the way. We can use our magic powers to remove all the obstacles and he can now climb down the tree himself. We can lie to comic effect and tell him the view at night from the tree is apparently fantastic! We can tell the truth to comic effect and suggest that at least he’s got a good excuse to not see his in-laws! ©2013 Critical Mass, Inc. All Rights Reserved | 35
  • 36. EXPLORING CHARACTERS / THE HERO GROUP EXERCISE #1 (5 MINUTES) WRITE SIMPLE ABC STORIES + HOW BRAND CAN HELP FOR THE FOLLOWING: “ ©2013 Critical Mass, Inc. All Rights Reserved | 36
  • 37. GROUP EXERCISE LISTERINE DOVE LYNX OLD SPICE ©2013 Critical Mass, Inc. All Rights Reserved | 37
  • 38. NISSAN (EXAMPLE) Men want to be racing drivers but life has got in the way and taken them in a different direction. HOW CAN BRAND HELP? It can clear away all of life’s obstacles and give men with the right skills a chance to fulfill their dreams. (Empowerment storytelling with magic powers) © 2009 Critical Mass, Inc. All Rights Reserved
  • 39. LISTERINE People want to feel good about themselves but they have bad breath and this makes it difficult. HOW CAN BRAND HELP? It scares them into buying its product. (Inadequacy / Anxiety marketing) ©2013 Critical Mass, Inc. All Rights Reserved | 39
  • 40. DOVE Women want to feel confident about themselves but the marketing messages of the beauty industry has made this difficult. HOW CAN BRAND HELP?. By celebrating real beauty and telling the truth about all the tricks the industry plays. (Empowerment storytelling)
  • 41. LYNX Average blokes want to desired by gorgeous girls but they aren’t because such women are out of their league. HOW CAN BRAND HELP? It can turn average blokes into sex gods. (Telling a lie to comic effect)
  • 42. OLD SPICE Average blokes want to desired by gorgeous girls but they aren’t because such women are out of their league. HOW CAN BRAND HELP? It can turn average blokes into sex gods. (Telling a lie to comic effect)
  • 43. EXPLORING CHARACTERS / THE HERO GROUP EXERCISE #2 WRAP UP DISCUSSION •  •  •  •  Can brands can get away with anxiety / inadequacy storytelling in today’s world? Behind Dove story lies a comic opposites structure. What do you think this means? What is Lynx’s journey? How is their storytelling evolving? In what way are Lynx and Old Spice Comic Opposites? ©2013 Critical Mass, Inc. All Rights Reserved | 43
  • 44. 03/ APPLYING HOLLWOOD’S KEY TOOLS ©2013 Critical Mass, Inc. All Rights Reserved | 44
  • 45. 1. DEVELOPING CHARACTER POV ©2013 Critical Mass, Inc. All Rights Reserved | 45
  • 46. DEVELOPING CHARACTER POV WHAT IS YOUR HERO’S PERSPECTIVE? Your hero or anti-hero provides you with their unique lens through which they view the world. ©2013 Critical Mass, Inc. All Rights Reserved | 46
  • 47. WHY IS THIS IMPORTANT? ©2013 Critical Mass, Inc. All Rights Reserved | 47
  • 48. “WHAT IS THE SINGLE MOST IMPORTANT PART OF THE MARKETING MIX ESSENTIAL TO ENSURE A BETTER CHANCE OF SUCCESS IN THE MARKETPLACE? IT IS OWNERSHIP OF A POINT OF VIEW” [SIDDARTH BANERJEE, REGIONAL MARKETING DIRECTOR, UNILEVER ASIA] ©2013 Critical Mass, Inc. All Rights Reserved | 48
  • 49. DEVELOPING CHARACTER POV SEINFIELD “LIFE IS IN THE DETAIL” ©2013 Critical Mass, Inc. All Rights Reserved | 49
  • 50. DEVELOPING CHARACTER POV JOEY “I AM IRRESISTIBLE TO WOMEN” ©2013 Critical Mass, Inc. All Rights Reserved | 50
  • 51. DEVELOPING CHARACTER POV HANNIBAL LECTER “?” ©2013 Critical Mass, Inc. All Rights Reserved | 51
  • 52. DEVELOPING CHARACTER POV HANNIBAL LECTER “PEOPLE ARE FOOD” ©2013 Critical Mass, Inc. All Rights Reserved | 52
  • 53. DEVELOPING CHARACTER POV CHARACTER CREATION FOR FILM When writing for film or TV, a strong character will possess the following attributes. Strong perspective Flaws Humanity Exaggeration ©2013 Critical Mass, Inc. All Rights Reserved | 53
  • 54. DEVELOPING CHARACTER POV CHARACTER CREATION FOR MARKETING When dealing with concept and content ideation, the focus is on these two. Strong perspective Flaws Humanity Exaggeration ©2013 Critical Mass, Inc. All Rights Reserved | 54
  • 55. CREATING A BRAND CHARACTER USING EXAGGERATED PERSPECTIVE KNOR BRAND / PRODUCT BRAND PERSPECTIVE EXAGGERATED PERSPECTIVE FOR BRAND CHARACTER KNOR IT’S ALL ABOUT FLAVOUR WHO OR WHAT COULD THAT BE? MOST FLAVOUR OBSESSED PERSON EVER ? ©2013 Critical Mass, Inc. All Rights Reserved | 55
  • 56. CREATING A BRAND CHARACTER USING EXAGGERATED PERSPECTIVE KNOR BRAND / PRODUCT BRAND PERSPECTIVE EXAGGERATED PERSPECTIVE FOR BRAND CHARACTER WHO OR WHAT COULD THAT BE? KNOR IT’S ALL ABOUT FLAVOUR MOST FLAVOUR OBSESSED PERSON EVER MICHELIN STAR CHEF ANIMAL WITH MOST TASTEBUDS? RAT? PIG? A FANATICALLY FUSSY BABY / TODDLER ©2013 Critical Mass, Inc. All Rights Reserved | 56
  • 57. CREATING A BRAND CHARACTER USING EXAGGERATED PERSPECTIVE FILM 4 BRAND / BRAND / BRAND BRAND PRODUCT PRODUCT PERSPECTIVE PERSPECTIVE EXAGGERATED PERSPECTIVE FOR BRAND CHARACTER KNOR IT’S ALL ABOUT FLAVOUR MOST FLAVOUR OBSESSED PERSON EVER FILM 4 PASSIONATE ABOUT FILM MOST PASSIONATE FILM ENTHUSIAST EVER ©2013 Critical Mass, Inc. All Rights Reserved | 58
  • 58. TECHNIQUES AND FRAMEWORKS / CHARACTER FRAMEWORKS GROUP EXERCISE (5 MINUTES) WHO WOULD BE THE MOST PASSIONATE FILM ENTHUSIAST EVER? “ Thoughtstarters: Someone who loves a lot of Film / TV? Someone who watches a lot of Film / TV? Think people. Think animals. Think objects. There are no limits. ©2013 Critical Mass, Inc. All Rights Reserved | 59
  • 59. DEVELOPING CHARACTER POV CANAL + STUFFED BEAR ©2013 Critical Mass, Inc. All Rights Reserved | 60
  • 60. 2. CLASH OF CONTEXT ©2013 Critical Mass, Inc. All Rights Reserved | 61
  • 61. CLASH OF CONTEXT THE FORCED UNION OF INCOMPATIBLES Clash of Context takes something from its usual place and stick it where it doesn’t belong. A gangster’s moll in a convent, for example. Or a mermaid in Manhattan. Hollywood loves it because it generates such great conflict and attentiongrabbing scenarios. And in Hollywood, nobody loves it more than... ©2013 Critical Mass, Inc. All Rights Reserved | 62
  • 62. ARNIE LOVES CLASH OF CONTEXT ©2013 Critical Mass, Inc. All Rights Reserved | 63
  • 63. MORE EXAMPLES OF CLASH OF CONTEXT ©2013 Critical Mass, Inc. All Rights Reserved | 64
  • 64. COMIC OPPOSITES CLASH OF CONTEXT FRAMEWORKS 1.  Unbelievable characters in a real world 2.  Believable characters in an unbelievable world ©2013 Critical Mass, Inc. All Rights Reserved | 65
  • 65. CLASH OF CONTEXT 01/ UNBELIEVABLE CHARACTERS IN A REAL WORLD SPLASH A mermaid in Manhattan. STORY A man falls in love with the woman who saved his life and WANTS to be with her BUT he does not know she is a mermaid. ©2013 Critical Mass, Inc. All Rights Reserved | 66
  • 66. CLASH OF CONTEXT 01/ UNBELIEVABLE BRAND CHARACTERS IN A REAL WORLD YOUR BRAND / PRODUCT Your brand wants to get noticed but it’s hard to get your customers attention. WHAT IS THIS TECHNIQUE GOOD FOR? Grabbing attention. ©2013 Critical Mass, Inc. All Rights Reserved | 67
  • 67. 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD HOW IT WORKS BRAND / PRODUCT/ BRAND PRODUCT PRODUCT DESCRIPTION PRODUCT DESCRIPTION ©2013 Critical Mass, Inc. All Rights Reserved | 68
  • 68. 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD HOW IT WORKS BRAND / PRODUCT/ BRAND PRODUCT UNICEF – DIRTY WATER PRODUCT DESCRIPTION PRODUCT DESCRIPTION BROWN UNHEALTHY DISGUSTING POVERTY LINE ©2013 Critical Mass, Inc. All Rights Reserved | 69
  • 69. 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD HOW IT WORKS BRAND / PRODUCT/ BRAND PRODUCT UNICEF – DIRTY WATER PRODUCT DESCRIPTION PRODUCT DESCRIPTION OPPOSITE DESCRIPTION BROWN UNHEALTHY DISGUSTING ? POVERTY LINE ©2013 Critical Mass, Inc. All Rights Reserved | 70
  • 70. 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD HOW IT WORKS BRAND / PRODUCT/ BRAND PRODUCT UNICEF – DIRTY WATER PRODUCT DESCRIPTION PRODUCT DESCRIPTION OPPOSITE DESCRIPTION BROWN CLEAR UNHEALTHY HEALTHY DISGUSTING REFRESHING POVERTY LINE PREMIUM ©2013 Critical Mass, Inc. All Rights Reserved | 71
  • 71. 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD HOW IT WORKS BRAND / PRODUCT/ BRAND PRODUCT UNICEF – DIRTY WATER PRODUCT DESCRIPTION PRODUCT DESCRIPTION OPPOSITE DESCRIPTION BROWN CLEAR UNHEALTHY HEALTHY DISGUSTING REFRESHING POVERTY LINE PREMIUM WHERE WOULD YOU SEE THE OPPOSITE USED? ? ©2013 Critical Mass, Inc. All Rights Reserved | 72
  • 72. 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD HOW IT WORKS BRAND / PRODUCT/ BRAND PRODUCT UNICEF – DIRTY WATER PRODUCT DESCRIPTION PRODUCT DESCRIPTION OPPOSITE DESCRIPTION WHERE WOULD YOU SEE THE OPPOSITE USED? BROWN CLEAR IN A RESTAURANT UNHEALTHY HEALTHY IN A DRINKS DISPENSER DISGUSTING REFRESHING POVERTY LINE PREMIUM ©2013 Critical Mass, Inc. All Rights Reserved | 73
  • 73. 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD CAMPAIGN EXAMPLE: UNICEF
  • 74. CLASH OF CONTEXT 02/ REAL CHARACTERS IN AN UNBELIEVABLE WORLD BACK TO THE FUTURE A 1980’s teenager finds himself in the 1950’s. STORY A teenager WANTS to return to the present BUT to do so he must make sure his high-school-age parents unite in order to save his own existence. ©2013 Critical Mass, Inc. All Rights Reserved | 75
  • 75. CLASH OF CONTEXT 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD YOUR BRAND / PRODUCT Your brand wants to get noticed but it’s hard to get your customers attention. WHAT IS THIS TECHNIQUE GOOD FOR? Stunt marketing. Creating a talking point by changing a real world environment to one seen through the brand’s exaggerated perspective. ©2013 Critical Mass, Inc. All Rights Reserved | 76
  • 76. 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS BRAND / PRODUCT REAL WORLD SCENARO COMMUTERS ON TUBE PRODUCT DESCRIPTION BRAND / PRODUCT KNOR STOCK CUBE ©2013 Critical Mass, Inc. All Rights Reserved | 77
  • 77. 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS BRAND / PRODUCT REAL WORLD SCENARO COMMUTERS ON TUBE PRODUCT DESCRIPTION BRAND / PRODUCT KNOR STOCK CUBE BRAND EXG. POV ? ©2013 Critical Mass, Inc. All Rights Reserved | 78
  • 78. 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS BRAND / PRODUCT REAL WORLD SCENARO COMMUTERS ON TUBE PRODUCT DESCRIPTION BRAND / PRODUCT BRAND EXG. POV KNOR STOCK CUBE EVERYTHING IS TASTY ©2013 Critical Mass, Inc. All Rights Reserved | 79
  • 79. 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS BRAND / PRODUCT REAL WORLD SCENARO COMMUTERS ON TUBE PRODUCT DESCRIPTION BRAND / PRODUCT BRAND EXG. POV KNOR STOCK CUBE EVERYTHING IS TASTY BRAND WORLD SCENARIO ? ©2013 Critical Mass, Inc. All Rights Reserved | 80
  • 80. 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS BRAND / PRODUCT REAL WORLD SCENARO COMMUTERS ON TUBE PRODUCT DESCRIPTION BRAND / PRODUCT BRAND EXG. POV BRAND WORLD SCENARIO KNOR STOCK CUBE EVERYTHING IS TASTY COMMUTERS SALIVATING OVER EACH OTHER’S BODY ODOUR COMMUTER LICKING THE HAND RAIL IN ECSTASY COMMUTER NIBBLING ANOTHER COMMUTER’S SLEEVE ©2013 Critical Mass, Inc. All Rights Reserved | 81
  • 81. 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS BRAND / PRODUCT REAL WORLD SCENARO COMMUTERS ON TUBE PRODUCT DESCRIPTION BRAND / PRODUCT BRAND EXG. POV ITV BEST AT DRAMA BRAND WORLD SCENARIO ? ©2013 Critical Mass, Inc. All Rights Reserved | 82
  • 82. 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS BRAND / PRODUCT REAL WORLD SCENARO COMMUTERS ON TUBE PRODUCT DESCRIPTION BRAND / PRODUCT BRAND EXG. POV BRAND WORLD SCENARIO ITV BEST AT DRAMA COMMUTERS GET KIDNAPPED, POLICE ARRIVE, HUGE EXPLOSIONS, GUNFIRE, MORE EXPLOSIONS ETC... ©2013 Critical Mass, Inc. All Rights Reserved | 83
  • 83. 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD CAMPAIGN EXAMPLE: BELGIUM TV EXAMPLE
  • 84. 3. COMIC OPPOSITES ©2013 Critical Mass, Inc. All Rights Reserved | 85
  • 85. COMIC OPPOSITES THE FORCED UNION OF OPPOSITE PERSPECTIVES In Hollywood, the only thing more high concept that a comic opposites pitch is a comic opposites pitch with a clash of context angle thrown in too. To use this tool, create a comic character and identify their exaggerated perspective on life. Then seek the diametric opposite of that perspective and assign that to a second character. ©2013 Critical Mass, Inc. All Rights Reserved | 86
  • 86. DENIRO AND JACKIE CHAN LOVE COMIC OPPOSITES ©2013 Critical Mass, Inc. All Rights Reserved | 87
  • 87. COMIC OPPOSITE FRAMEWORKS 1.  Old Hero v Changed Hero 2.  Hero v Rival 3.  Brand v Customer ©2013 Critical Mass, Inc. All Rights Reserved | 88
  • 88. COMIC OPPOSITES 1. OLD HERO V CHANGED HERO MRS. DOUBTFIRE A childish irresponsible father WANTS to be a part of his family’s life BUT to do so must get his family to see him through a new perspective. ©2013 Critical Mass, Inc. All Rights Reserved | 89
  • 89. COMIC OPPOSITES 1. OLD BRAND V CHANGED BRAND YOUR BRAND Your brand WANTS to be loved by its customers BUT to do so must get its customers to see the brand through a new perspective. WHAT IS THIS TECHNIQUE GOOD FOR? It helps get your audience to view your brand in a completely different manner. ©2013 Critical Mass, Inc. All Rights Reserved | 90
  • 90. 01/ OLD BRAND V CHANGED BRAND HOW IT WORKS BRAND / PRODUCT PRODUCT DESCRIPTION CURRENT AUDIENCE BRAND / PRODUCT PERCEPTION PUBLIC TRANSPORT ? ©2013 Critical Mass, Inc. All Rights Reserved | 91
  • 91. 01/ OLD BRAND V CHANGED BRAND HOW IT WORKS BRAND / PRODUCT PRODUCT DESCRIPTION CURRENT AUDIENCE BRAND / PRODUCT PERCEPTION PUBLIC TRANSPORT DIRTY BORING PACKED UNFRIENDLY ©2013 Critical Mass, Inc. All Rights Reserved | 92
  • 92. 01/ OLD BRAND V CHANGED BRAND HOW IT WORKS BRAND / PRODUCT PRODUCT DESCRIPTION CURRENT AUDIENCE BRAND / PRODUCT PERCEPTION PUBLIC TRANSPORT OPPOSITE PERCEPTION DIRTY BORING PACKED ? UNFRIENDLY ©2013 Critical Mass, Inc. All Rights Reserved | 93
  • 93. 01/ OLD BRAND V CHANGED BRAND HOW IT WORKS BRAND / PRODUCT PRODUCT DESCRIPTION CURRENT AUDIENCE BRAND / PRODUCT PERCEPTION PUBLIC TRANSPORT OPPOSITE PERCEPTION DIRTY CLEAN BORING EXCITING PACKED EMPTY UNFRIENDLY FRIENDLY ©2013 Critical Mass, Inc. All Rights Reserved | 94
  • 94. 01/ OLD BRAND V CHANGED BRAND HOW IT WORKS BRAND / PRODUCT PRODUCT DESCRIPTION CURRENT AUDIENCE BRAND / PRODUCT PERCEPTION PUBLIC TRANSPORT OPPOSITE PERCEPTION DIRTY CLEAN BORING EXCITING PACKED EMPTY UNFRIENDLY FRIENDLY BRAND WORLD BASED ON OPPOSITE PERCEPTION ? ©2013 Critical Mass, Inc. All Rights Reserved | 95
  • 95. 01/ OLD BRAND V CHANGED BRAND HOW IT WORKS BRAND / PRODUCT PRODUCT DESCRIPTION CURRENT AUDIENCE BRAND / PRODUCT PERCEPTION PUBLIC TRANSPORT OPPOSITE PERCEPTION BRAND WORLD BASED ON OPPOSITE PERCEPTION DIRTY CLEAN PUBLIC TRANSPORT IS CLEAN BORING EXCITING PUBLIC TRANSPORT IS EXCITING PACKED EMPTY PUBLIC TRANSPORT IS EMPTY UNFRIENDLY FRIENDLY PUBLIC TRANSPORT IS FRIENDLY ©2013 Critical Mass, Inc. All Rights Reserved | 96
  • 96. 01/ OLD BRAND V CHANGED BRAND HOW IT WORKS BRAND / PRODUCT PRODUCT DESCRIPTION CURRENT AUDIENCE BRAND / PRODUCT PERCEPTION PUBLIC TRANSPORT OPPOSITE PERCEPTION BRAND WORLD BASED ON OPPOSITE PERCEPTION DIRTY CLEAN PUBLIC TRANSPORT IS CLEAN BORING EXCITING PUBLIC TRANSPORT IS EXCITING GROUP PACKED EMPTY PUBLIC TRANSPORT IS EMPTY SIMILAR UNFRIENDLY FRIENDLY PUBLIC TRANSPORT IS FRIENDLY TERMS ©2013 Critical Mass, Inc. All Rights Reserved | 97
  • 97. 01/ OLD BRAND V CHANGED BRAND HOW IT WORKS BRAND / PRODUCT PRODUCT DESCRIPTION CURRENT AUDIENCE BRAND / PRODUCT PERCEPTION PUBLIC TRANSPORT OPPOSITE PERCEPTION BRAND WORLD BASED ON OPPOSITE PERCEPTION DIRTY CLEAN PUBLIC TRANSPORT IS CLEAN BORING EXCITING PUBLIC TRANSPORT IS EXCITING PACKED EMPTY PUBLIC TRANSPORT IS EMPTY UNFRIENDLY FRIENDLY PUBLIC TRANSPORT IS FRIENDLY PUBLIC TRANSPORT IS COOL CONSOLIDATE ©2013 Critical Mass, Inc. All Rights Reserved | 98
  • 98. 01/ OLD BRAND V CHANGED BRAND CAMPAIGN EXAMPLE: EPIC BUS
  • 99. COMIC OPPOSITES 02/ HERO V RIVAL MIDNIGHT RUN A tough straightforward bounty hunter WANTS to collect the bounty for a corrupt highly neurotic accountant BUT to do so he must drive across America with him. ©2013 Critical Mass, Inc. All Rights Reserved | 100
  • 100. COMIC OPPOSITES 02/ HERO V RIVAL YOUR BRAND, YOUR CUSTOMERS, YOUR RIVALS There are lots of option here to develop a comic opposite framework, What you choose would be informed by your objectives and goals. For this example, we will run with customers. WHAT IS THIS TECHNIQUE GOOD FOR? It helps identify comic opposite opportunities that can be used as brainstorming material for concept ideation. ©2013 Critical Mass, Inc. All Rights Reserved | 101
  • 101. 02/ BRAND CUSTOMER V BRAND CUSTOMER HOW IT WORKS BRAND / PRODUCT/ BRAND PRODUCT 02 PRODUCT GREAT DESCRIPTION THEIR CUSTOMERS EXG. POV LOUSY CUSTOMERS THEIR EXG. POV USE ALL THE FEATURES LEARN NEW FEATURES TELL OTHERS HOW TO... CURIOUS EXCITED PASSIONATE ©2013 Critical Mass, Inc. All Rights Reserved | 102
  • 102. 02/ BRAND CUSTOMER V BRAND CUSTOMER HOW IT WORKS BRAND / PRODUCT GREAT CUSTOMERS THEIR EXG. POV LOUSY CUSTOMERS 02 USE ALL THE FEATURES USE WHAT THEY KNOW LEARN NEW FEATURES DON’T LEARN NEW FEATURES TELL OTHERS HOW TO... COULDN’T GIVE A CRAP HOW TO... CURIOUS NOT CURIOUS EXCITED NOT EXCITED PASSIONATE THEIR EXG. POV NOT PASSIONATE ©2013 Critical Mass, Inc. All Rights Reserved | 103
  • 103. 02/ BRAND CUSTOMER V BRAND CUSTOMER HOW IT WORKS BRAND / PRODUCT GREAT CUSTOMERS THEIR EXG. POV 02 USE ALL THE FEATURES USE WHAT THEY KNOW LEARN NEW FEATURES DON’T LEARN NEW FEATURES TELL OTHERS HOW TO... COULDN’T GIVE A CRAP HOW TO... CURIOUS NOT CURIOUS EXCITED NOT EXCITED PASSIONATE NOT PASSIONATE SUPER-EXCITED LOUSY CUSTOMERS THEIR EXG. POV SUPER NOT-INTERESTED ©2013 Critical Mass, Inc. All Rights Reserved | 104
  • 104. COMIC OPPOSITES / BRAND CUSTOMER V BRAND CUSTOMER 02/ EXAMPLE (CONT) Our great customers are like______ because they’re super-excited. Our lousy customers are like______ because they’re super-not interested. ©2013 Critical Mass, Inc. All Rights Reserved | 105
  • 105. THE FRAMEWORK BEHIND ONE OF THE GREATEST CAMPAIGNS OF ALL TIME GROUP DISCUSSION Cadillac v Volkswagen in 1950s. v •  •  What type of comic opposite story did VW employ? Why was it so successful? ©2013 Critical Mass, Inc. All Rights Reserved | 106
  • 106. COMIC OPPOSITES 03/ BRAND V CUSTOMER LIAR LIAR A son wishes his lying lawyer father would tell the truth. But when this wish magically comes true it means his father is forced to do as the son wishes and he must tell the truth in order to achieve his goals in an industry full of liars. ©2013 Critical Mass, Inc. All Rights Reserved | 107
  • 107. COMIC OPPOSITES 03/ BRAND V CUSTOMER YOUR BRAND A brand wishes its customers would do as it asks. But when this wish magically comes true it means its customers are forced to do as the brand wishes in order to achieve their own goals in life. WHAT IS THIS TECHNIQUE GOOD FOR? Helps find ways to compel your customers to act in a way you want them to. ©2013 Critical Mass, Inc. All Rights Reserved | 108
  • 108. 03/ BRAND V CUSTOMER HOW IT WORKS BRAND / PRODUCT AUDIENCE YOUNG MEN PRODUCT DESCRIPTION AUDIENCE’S BRAND GOALS BRAND ‘S GOAL WATCH FOOTBALL GIVE BLOOD RED CROSS ©2013 Critical Mass, Inc. All Rights Reserved | 109
  • 109. 03/ BRAND V CUSTOMER HOW IT WORKS BRAND / PRODUCT AUDIENCE YOUNG MEN PRODUCT DESCRIPTION AUDIENCE’S BRAND GOALS BRAND ‘S GOAL WATCH FOOTBALL GIVE BLOOD RED CROSS CREATE BRAND’S SPECIAL POWER ? ©2013 Critical Mass, Inc. All Rights Reserved | 110
  • 110. 03/ BRAND V CUSTOMER HOW IT WORKS BRAND / PRODUCT AUDIENCE YOUNG MEN PRODUCT DESCRIPTION AUDIENCE’S BRAND GOALS BRAND ‘S GOAL CREATE BRAND’S SPECIAL POWER WATCH FOOTBALL GIVE BLOOD MAKE MEN GIVE BLOOD SOMETHING THEY RED CROSS MUST DO IN ORDER TO ENJOY THEIR FOOTBALL TEAM MORE ©2013 Critical Mass, Inc. All Rights Reserved | 111
  • 111. 03/ BRAND V CUSTOMER HOW IT WORKS BRAND / PRODUCT AUDIENCE YOUNG MEN PRODUCT DESCRIPTION AUDIENCE’S BRAND GOALS WATCH FOOTBALL RED CROSS BRAND ‘S GOAL CREATE BRAND’S SPECIAL POWER GIVE BLOOD MAKE MEN GIVE BLOOD SOMETHING THEY MUST DO IN ORDER TO ENJOY THEIR FOOTBALL TEAM MORE PLAY COMPUTER GAMES RED CROSS GIVE BLOOD ? ©2013 Critical Mass, Inc. All Rights Reserved | 112
  • 112. 03/ BRAND V CUSTOMER HOW IT WORKS BRAND / PRODUCT AUDIENCE YOUNG MEN PRODUCT DESCRIPTION AUDIENCE’S BRAND GOALS WATCH FOOTBALL RED CROSS BRAND ‘S GOAL CREATE BRAND’S SPECIAL POWER GIVE BLOOD MAKE MEN GIVE BLOOD SOMETHING THEY MUST DO IN ORDER TO ENJOY THEIR FOOTBALL TEAM MORE PLAY COMPUTER GAMES RED CROSS GIVE BLOOD MAKE MEN GIVE BLOOD SOMETHING THEY MUST DO IN ORDER TO ENJOY THEIR COMPUTER GAMES MORE ©2013 Critical Mass, Inc. All Rights Reserved | 113
  • 113. 03/ BRAND V CUSTOMER CAMPAIGN EXAMPLE: RED CROSS / GIVE BLOOD The Red Cross promised to give gamers a special code (magic power) if they donated blood. And this code could be used to give their computer game characters extra health. ©2013 Critical Mass, Inc. All Rights Reserved | 114
  • 114. 04/ CLASH OF CONTEXT CLASH OF CONTEXT COMIC OPPOSITES SUMMARY COMIC OPPOSITES COMIC OPPOSITES ©2013 Critical Mass, Inc. All Rights Reserved | 115
  • 115. SUMMARY THE FRAMEWORKS BRAND / PRODUCT THE FILM PRODUCT DESCRIPTION THE FRAMEWORK FRAMEWORK SUBCATEGORY SPLASH CLASH OF CONTEXT UNBELIEVABLE CHARACTERS IN A REAL WORLD UNICEF BACK TO THE FUTURE CLASH OF CONTEXT REAL CHARACTERS IN UNBELIEVABLE WORLD BELGIUM TV CHANNEL MRS. DOUBTFIRE COMIC OPPOSITES OLD HERO V CHANGED HERO EPIC BUS MIDNIGHT EXPRESS COMIC OPPOSITES HERO V RIVAL O2 BE MORE DOG LIAR LIAR COMIC OPPOSITES BRAND V CUSTOMER RED CROSS CASE STUDY ©2013 Critical Mass, Inc. All Rights Reserved | 116
  • 116. HIGH CONCEPT GOLD ©2013 Critical Mass, Inc. All Rights Reserved | 117
  • 117. HIGH CONCEPT GOLD GROUP DISCUSSION Sony Bravia Ultra Reality TV •  •  •  •  What type of story is it? What is the clash of context here? What is the comic opposite here? Hero. Villain. Desire. Who is driving the story here? ©2013 Critical Mass, Inc. All Rights Reserved | 118
  • 118. HIGH CONCEPT GOLD: WHEN COMIC OPPOSITES AND CLASH OF CONTEXT OVERLAP ©2013 Critical Mass, Inc. All Rights Reserved | 119
  • 119. 05/ CLASH OF CONTEXT CLASH OF CONTEXT COMIC OPPOSITES MORE TOOLS COMING SOON... COMIC OPPOSITES COMIC OPPOSITES ©2013 Critical Mass, Inc. All Rights Reserved | 120
  • 120. 4. PRO-ACTIVE VILLAINS Hollywood knows that nothing moves through story without conflict. And nothing drives conflict quite like a pro-active villain hell-bent on carrying out his evil plan. Pro-active villains help reveal the true character of our hero as they’re forced into action. Hollywood takeaway: Pro-active villains can drive your concept ideation process. They often need to be created from scratch. When doing so – raise the stakes. Life and death scenarios, please. ©2013 Critical Mass, Inc. All Rights Reserved | 121
  • 121. 5. RELUCTANT HEROES Hollywood writers are experts at connecting with us on an emotional level. One tried and test technique used is to tell stories with reluctant heroes. Heroes that we the audience in some way can relate to...because that makes us believe that we, too, are powerful heroes. Hollywood takeaway This often mirrors the behaviour of customers towards our brands’ products and services. In such scenarios it’s incumbent upon the brand to play a mentor role. ©2013 Critical Mass, Inc. All Rights Reserved | 122
  • 122. CREDITS ©2013 Critical Mass, Inc. All Rights Reserved | 123
  • 123. SOURCES TO THANK AND RECOMMEND ©2013 Critical Mass, Inc. All Rights Reserved | 124
  • 124. THANK YOU ©2013 Critical Mass, Inc. All Rights Reserved | 125