More Related Content Similar to #STORYTOOLKIT: Hollywood's Storytelling Tips & Tricks Revealed Similar to #STORYTOOLKIT: Hollywood's Storytelling Tips & Tricks Revealed (20) More from Critical Mass (20) #STORYTOOLKIT: Hollywood's Storytelling Tips & Tricks Revealed 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
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
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
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
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
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
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
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
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
58. 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
59. 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
61. 2. CLASH OF CONTEXT
©2013 Critical Mass, Inc. All Rights Reserved | 61
62. 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
64. MORE EXAMPLES OF CLASH OF CONTEXT
©2013 Critical Mass, Inc. All Rights Reserved | 64
65. 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
66. 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
67. 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
68. 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
69. 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
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
UNHEALTHY
DISGUSTING
?
POVERTY LINE
©2013 Critical Mass, Inc. All Rights Reserved | 70
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
©2013 Critical Mass, Inc. All Rights Reserved | 71
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
BROWN
CLEAR
UNHEALTHY
HEALTHY
DISGUSTING
REFRESHING
POVERTY LINE
PREMIUM
WHERE WOULD YOU SEE
THE OPPOSITE USED?
?
©2013 Critical Mass, Inc. All Rights Reserved | 72
73. 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
75. 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
76. 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
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
©2013 Critical Mass, Inc. All Rights Reserved | 77
78. 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
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
©2013 Critical Mass, Inc. All Rights Reserved | 79
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
KNOR STOCK CUBE
EVERYTHING IS TASTY
BRAND WORLD
SCENARIO
?
©2013 Critical Mass, Inc. All Rights Reserved | 80
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
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
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
ITV
BEST AT DRAMA
BRAND WORLD
SCENARIO
?
©2013 Critical Mass, Inc. All Rights Reserved | 82
83. 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
86. 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
87. DENIRO AND JACKIE CHAN LOVE COMIC OPPOSITES
©2013 Critical Mass, Inc. All Rights Reserved | 87
88. 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
89. 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
90. 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
91. 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
92. 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
93. 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
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
©2013 Critical Mass, Inc. All Rights Reserved | 94
95. 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
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
PACKED
EMPTY
PUBLIC TRANSPORT IS EMPTY
UNFRIENDLY
FRIENDLY
PUBLIC TRANSPORT IS FRIENDLY
©2013 Critical Mass, Inc. All Rights Reserved | 96
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
GROUP
PACKED
EMPTY
PUBLIC TRANSPORT IS EMPTY
SIMILAR
UNFRIENDLY
FRIENDLY
PUBLIC TRANSPORT IS FRIENDLY
TERMS
©2013 Critical Mass, Inc. All Rights Reserved | 97
98. 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
100. 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
101. 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
102. 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
103. 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
104. 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
105. 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
106. 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?
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107. 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
108. 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
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
©2013 Critical Mass, Inc. All Rights Reserved | 109
110. 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
111. 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
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
?
©2013 Critical Mass, Inc. All Rights Reserved | 112
113. 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
114. 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
115. 04/
CLASH OF CONTEXT
CLASH OF CONTEXT
COMIC OPPOSITES
SUMMARY
COMIC OPPOSITES
COMIC OPPOSITES
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116. 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
118. 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
119. HIGH CONCEPT GOLD: WHEN COMIC OPPOSITES AND CLASH OF CONTEXT OVERLAP
©2013 Critical Mass, Inc. All Rights Reserved | 119
120. 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
121. 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.
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122. 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.
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124. SOURCES TO THANK AND RECOMMEND
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