Your SlideShare is downloading. ×
The story brief
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

The story brief

2,415
views

Published on

A lot sometimes is made of the need in marketing for 'predatory thinking'. Basically the ability to 'reframe a conversation' around our brands and services in order to cut through the noise and grab …

A lot sometimes is made of the need in marketing for 'predatory thinking'. Basically the ability to 'reframe a conversation' around our brands and services in order to cut through the noise and grab our audiences attention.

Creatives at advertising agencies are often naturally blessed with the skills 'to think differently'. However often it is not the ideas that agencies come up that are 'brilliant'; it is the strategy and execution behind them. Sometimes, the great creative idea is relatively straightforward but requires a certain train of thought to arrive there. For those not blessed with 'the ability to think different' this framework will help you do just that. It may, just may...help you win an award one day!

Published in: Marketing

1 Comment
32 Likes
Statistics
Notes
  • thats an interesting presentation but if is that easy anyone would do
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
2,415
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
63
Comments
1
Likes
32
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. SAY HELLO TO: THE STORY BRIEF ©2013 Critical Mass, Inc. All Rights Reserved | 1 A FRAMEWORK THAT CAN GUIDE YOU TOWARDS AWARD-WINNING CREATIVE ‘TURFS’, EVEN IF YOU’RE NOT CREATIVE
  • 2. ©2013 Critical Mass, Inc. All Rights Reserved | 2 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 Director of Content Strategy, Critical Mass, London. Clients incl: Citbank, Hewlett Packard, South African Tourism, Goodyear & Dunlop georgew@criticalmass.com @george1971 (I don’t tweet much but I do reply!) GEORGE WEBSTER QUICK INTRODUCTION
  • 3. Okay, that’s a slight overclaim But do I have you attention? ©2013 Critical Mass, Inc. All Rights Reserved | 3
  • 4. Great! ©2013 Critical Mass, Inc. All Rights Reserved | 4
  • 5. ©2013 Critical Mass, Inc. All Rights Reserved | 5
  • 6. ©2013 Critical Mass, Inc. All Rights Reserved | 6 GRABBING AND KEEPING ATTENTION IS THEIR BUSINESS
  • 7. ©2013 Critical Mass, Inc. All Rights Reserved | 7 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. 1.EXAGGERATEDCHARACTERPOV
  • 8. ©2013 Critical Mass, Inc. All Rights Reserved | 8 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. 2.CLASHOFCONTEXT Find out more about Clash of Context here
  • 9. ©2013 Critical Mass, Inc. All Rights Reserved | 9 3.COMICOPPOSITES 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. Find out more about Comic Opposites here
  • 10. ©2013 Critical Mass, Inc. All Rights Reserved | 10 APPLYING THESE HOLLYWOOD TOOLS
  • 11. ©2013 Critical Mass, Inc. All Rights Reserved | 11 1.  Start with an insight 2.  Identify the villain 3.  Reluctant hero’s feelings 4.  Bestow the brand gift 5.  Confront the villain in his lair 6.  Write the story brief CREATEASTORYBRIEF CAMPAIGN STORY FRAMEWORK
  • 12. ©2013 Critical Mass, Inc. All Rights Reserved | 12 1. START WITH AN INSIGHT
  • 13. ©2013 Critical Mass, Inc. All Rights Reserved | 13 Because at the heart of effective advertising is a powerful insight into your customer. In an agency, where account planners have the responsibility of writing a creative brief, this framework can act as a bridge between such a brief and the development of creative concepts. If you don’t have an agency but do have some insights, this framework can help you arrive at interesting ideas to explore – even if you don’t regard yourself as creative! WHYDOTHIS? CAMPAIGN STORY FRAMEWORK
  • 14. ©2013 Critical Mass, Inc. All Rights Reserved | 14 2. IDENTIFY THE VILLAIN
  • 15. ©2013 Critical Mass, Inc. All Rights Reserved | 15 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. Tip: identifying ‘the strongest villain’ can be tricky. Use your insights to guide you. Choose a villain that raises the stakes the most. The villain may also be your brand, a clear sign of needing to ‘reframe the conversation’. WHYDOTHIS? CAMPAIGN STORY FRAMEWORK
  • 16. ©2013 Critical Mass, Inc. All Rights Reserved | 16 3. RELUCTANT HERO’S FEELINGS
  • 17. ©2013 Critical Mass, Inc. All Rights Reserved | 17 Luke didn’t think he was up to defeating Darth Vader. Sarah Connor didn’t believe the Terminator was real. Rocky didn’t want to take the fight against Apollo Creed. Heroes are reluctant for a reason. They’re ill-equipped for the challenge they’ve been given. Tip: occasionally the obvious feeling the hero has towards the villain is ‘Not their problem’. For example, this is especially true for charity campaigns. In such cases the brand gift you bestow is ‘Make it their problem’. 2.HOWDOESTHEVILLAINMAKETHE RELUCTANTHEROFEEL? CAMPAIGN STORY FRAMEWORK
  • 18. ©2013 Critical Mass, Inc. All Rights Reserved | 18 4. BESTOW YOUR HERO A GIFT
  • 19. ©2013 Critical Mass, Inc. All Rights Reserved | 19 Because that’s the beauty of being a brand (and a mentor). You can. Arnie and Bruce usually get machine guns. Rocky Balboa and Po from Kung Fu Panda gained belief. Luke Skywalker mastered the force. Turn your reluctant heroes into powerful heroes ready and able to confront the villain. In this framework the brand gift is always the direct opposite of how the reluctant hero feels about the villain. WHYDOTHIS? CAMPAIGN STORY FRAMEWORK
  • 20. ©2013 Critical Mass, Inc. All Rights Reserved | 20 5. CONFRONT THE VILLAIN IN HIS LAIR
  • 21. ©2013 Critical Mass, Inc. All Rights Reserved | 21 When Luke finally masters the force he doesn’t wait for Darth Vader to find him. He seeks him out and blows up The Death Star. Likewise Rocky Balboa doesn’t run. He steps into the ring against the unbeatable Apollo Creed and gains belief despite the pounding he receives in the early rounds. And then, of course, there is James Bond... Powerful heroes don’t hide. They seek out and confront their villains face to face. WHYDOTHIS? CAMPAIGN STORY FRAMEWORK
  • 22. ©2013 Critical Mass, Inc. All Rights Reserved | 22 6. WRITE THE STORY BRIEF
  • 23. ©2013 Critical Mass, Inc. All Rights Reserved | 23 By writing the brief as a simple story that unifies both the customer and brand’s desires this enables us to set up a common problem. This then allows the brand to play a mentor role that enables the customer and brand to achieve their common goal. Ultimately a mentor such as Yoda, or Mickey from Rocky, helps turn reluctant heroes into powerful heroes who are able to to face down their respective villains. WHYDOTHIS? CAMPAIGN STORY FRAMEWORK
  • 24. ©2013 Critical Mass, Inc. All Rights Reserved | 24 TEMPLATE <WHAT’S THE CHALLENGE?> CAMPAIGN STORY FRAMEWORK Brand heroes WANT <what the brand wants> BUT there are problems with (figuratively speaking) life and death stakes involved.* *This story uses an ABC structure. Find out more about ABC storytelling here
  • 25. ©2013 Critical Mass, Inc. All Rights Reserved | 25 EXAMPLE 1: DUMB WAYS TO DIE
  • 26. ©2013 Critical Mass, Inc. All Rights Reserved | 26 DUMBWAYSTODIE METRO CAMPAIGN EMBARRASSED Agency: McCann Worldgroup Brand: Melbourne Metro Rail 40 million YouTube views 2.8 million shares Winner of 7 Webby Awards 2013
  • 27. ©2013 Critical Mass, Inc. All Rights Reserved | 27 1.  Start with an insight 2.  Identify the villain 3.  Reluctant hero’s feelings 4.  Bestow the brand gift 5.  Confront the villain in his lair 6.  Write the story brief CREATEASTORYBRIEF CAMPAIGN STORY FRAMEWORK
  • 28. ©2013 Critical Mass, Inc. All Rights Reserved | 28 1. START WITH AN INSIGHT
  • 29. ©2013 Critical Mass, Inc. All Rights Reserved | 29 My guess is the insight here was that commuters were not paying attention or noticing Metro’s safety messages. STARTWITHANINSIGHT CAMPAIGN STORY FRAMEWORK
  • 30. ©2013 Critical Mass, Inc. All Rights Reserved | 30 2. IDENTIFY THE VILLAIN
  • 31. ©2013 Critical Mass, Inc. All Rights Reserved | 31 METRO CAMPAIGN ? 2. IDENTIFY THE VILLAIN Image  credit:  ©  O.V.D  -­‐  Shu6erstock  
  • 32. ©2013 Critical Mass, Inc. All Rights Reserved | 32 METRO CAMPAIGN ACCIDENTAL DEATH 2. IDENTIFY THE VILLAIN Image  credit:  ©  O.V.D  -­‐  Shu6erstock  
  • 33. ©2013 Critical Mass, Inc. All Rights Reserved | 33 3. RELUCTANT HEROES FEELINGS
  • 34. ©2013 Critical Mass, Inc. All Rights Reserved | 34 3. HOW DOES THE RELUCTANT HERO FEEL ABOUT THE VILLAIN? METRO CAMPAIGN EMBARRASSED? Image  credit:  ©  Nomad  Soul  -­‐  Shu6erstock  
  • 35. ©2013 Critical Mass, Inc. All Rights Reserved | 35 3. HOW DOES THE RELUCTANT HERO FEEL ABOUT THE VILLAIN? METRO CAMPAIGN EMBARRASSED GRIEF, SORROW, SOMBRE, DOWNBEAT, TEARS, BLACK, FUNERAL MUSIC, Image  credit:  ©  Nomad  Soul  -­‐  Shu6erstock  
  • 36. ©2013 Critical Mass, Inc. All Rights Reserved | 36 4. BESTOW YOUR HERO A GIFT
  • 37. ©2013 Critical Mass, Inc. All Rights Reserved | 37 4.WHATISTHEBRANDGIFT METROBESTOWSOURHERO? METRO CAMPAIGN EMBARRASSED?
  • 38. ©2013 Critical Mass, Inc. All Rights Reserved | 38 4.WHATISTHEBRANDGIFT METROBESTOWSOURHERO? METRO CAMPAIGN EMBARRASSED SMILES, HUMOUR, LAUGHTER, BRIGHTNESS, COLOUR, UPBEAT MUSIC
  • 39. ©2013 Critical Mass, Inc. All Rights Reserved | 39 5. CONFRONT THE VILLAIN IN HIS LAIR
  • 40. ©2013 Critical Mass, Inc. All Rights Reserved | 40 5.CONFRONTTHEVILLAININHISLAIR METRO CAMPAIGN ?
  • 41. ©2013 Critical Mass, Inc. All Rights Reserved | 41 5.CONFRONTTHEVILLAININHISLAIR METRO CAMPAIGN ELECTROUCTION CUT IN HALF SET ON FIRE CRUSHED
  • 42. ©2013 Critical Mass, Inc. All Rights Reserved | 42 6. WRITE THE STORY BRIEF
  • 43. ©2013 Critical Mass, Inc. All Rights Reserved | 43 TEMPLATE <WHAT’S THE CHALLENGE?> CAMPAIGN STORY FRAMEWORK Brand heroes WANT <what the brand wants> BUT there are problems with (figuratively speaking) life and death stakes involved.
  • 44. ©2013 Critical Mass, Inc. All Rights Reserved | 44 METRO CAMPAIGN WHAT’S THE CHALLENGE? Travel passengers WANT <to stay alive> BUT they don’t pay attention or don’t notice the safety warnings and this causes them to die by accident which is incredibly tragic and sad. HOW CAN METRO HELP? Explore a ‘fish out of water’ story by talking about the dangers of accidental death in a fun, lighthearted manner. Bright colourful characters. Uplifting music not downbeat. Tell the truth to comic effect in a tone that can make the audience laugh at themselves. This will allow us to confront the dangers of electrocution, being crushed or cut in half in a direct and powerful manner. STORY BRIEF FOR CREATIVE TEAM
  • 45. ©2013 Critical Mass, Inc. All Rights Reserved | 45 EXAMPLE 2: POO POURRI
  • 46. ©2013 Critical Mass, Inc. All Rights Reserved | 46 POOPOURRI POO POURRI CAMPAIGN EMBARRASSED Creators: Harmon Brothers, Joel Ackerman Brand: Poo Pouri 20 million+ YouTube views 4 million+ units subsequently sold
  • 47. ©2013 Critical Mass, Inc. All Rights Reserved | 47 1.  Start with an insight 2.  Identify the villain 3.  Reluctant hero’s feelings 4.  Bestow the brand gift 5.  Confront the villain in his lair 6.  Write the story brief CREATEASTORYBRIEF CAMPAIGN STORY FRAMEWORK
  • 48. ©2013 Critical Mass, Inc. All Rights Reserved | 48 1. START WITH AN INSIGHT
  • 49. ©2013 Critical Mass, Inc. All Rights Reserved | 49 My guess is the insight here was, unsurprisingly, that women found the idea of doing a smelly poo rather embarrassing. This embarrassment being heightened if they were at a party, at work, or their boyfriend’s place. STARTWITHANINSIGHT CAMPAIGN STORY FRAMEWORK
  • 50. ©2013 Critical Mass, Inc. All Rights Reserved | 50 2. IDENTIFY THE VILLAIN
  • 51. ©2013 Critical Mass, Inc. All Rights Reserved | 51 POO POURRI 1. IDENTIFY THE VILLAIN ? Image  credit:  ©  Marc  Dietrich  -­‐  Shu6erstock  
  • 52. ©2013 Critical Mass, Inc. All Rights Reserved | 52 POO POURRI SMELLY TOILET 1. IDENTIFY THE VILLAIN Image  credit:  ©  Marc  Dietrich  -­‐  Shu6erstock  
  • 53. ©2013 Critical Mass, Inc. All Rights Reserved | 53 3. RELUCTANT HERO’S FEELINGS
  • 54. ©2013 Critical Mass, Inc. All Rights Reserved | 54 2. HOW DOES THE RELUCTANT HERO FEEL ABOUT THE VILLAIN? POO POURRI ?
  • 55. ©2013 Critical Mass, Inc. All Rights Reserved | 55 2. HOW DOES THE RELUCTANT HERO FEEL ABOUT THE VILLAIN? POO POURRI EMBARRASSMENT, SHAME, HORROR
  • 56. ©2013 Critical Mass, Inc. All Rights Reserved | 56 4. BESTOW YOUR HERO A GIFT
  • 57. ©2013 Critical Mass, Inc. All Rights Reserved | 57 3.WHATISTHEBRANDGIFT POOPOURRIBESTOWSOURHERO? POO POURRI EMBARRASSED?
  • 58. ©2013 Critical Mass, Inc. All Rights Reserved | 58 3.WHATISTHEBRANDGIFT POOPOURRIBESTOWSOURHERO? POO POURRI CONFIDENCE, PRIDE, SATISFACTION EMBARRASSED
  • 59. ©2013 Critical Mass, Inc. All Rights Reserved | 59 5. CONFRONT THE VILLAIN IN HIS LAIR
  • 60. ©2013 Critical Mass, Inc. All Rights Reserved | 60 4.CONFRONTTHEVILLAININHISLAIR POO POURRI ?
  • 61. ©2013 Critical Mass, Inc. All Rights Reserved | 61 4.CONFRONTTHEVILLAININHISLAIR POO POURRI AT BOYFRIEND’S, AT PARTIES, AT OFFICE
  • 62. ©2013 Critical Mass, Inc. All Rights Reserved | 62 6. WRITE THE STORY BRIEF
  • 63. ©2013 Critical Mass, Inc. All Rights Reserved | 63 TEMPLATE <WHAT’S THE CHALLENGE?> POO POURRI Brand heroes WANT <what the brand wants> BUT there are problems with (figuratively speaking) life and death stakes involved.
  • 64. ©2013 Critical Mass, Inc. All Rights Reserved | 64 POO POURRI What’s the challenge? Women WANT their poos not to smell BUT their poos do smell and they die with embarrassment especially at parties, in the office or at their boyfriend’s pad. How can brand help? [Brand positioned as mentor] Develop a brand world or create a powerful brand hero to tell women they no longer have to be embarrassed about doing smelly poos in even the most embarrassing of places because Poo Pourri solves the problem. For maximum clash of context the brand world/ brand hero should talk about this embarrassing subject in a tone full of unabashed confidence, pride and satisfaction. STORY BRIEF
  • 65. ©2013 Critical Mass, Inc. All Rights Reserved | 65 NOW IT’S YOUR TURN.
  • 66. ©2013 Critical Mass, Inc. All Rights Reserved | 66 FOR UPDATES Follow me here
  • 67. THANK YOU. ©2013 Critical Mass, Inc. All Rights Reserved | 67