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Welcome to the
‘The birth of a storytelling agency’
February 2015 – Lemon Scented Tea
TODAY
• The birth of a storytelling agency (Gijsbregt Vijn)
• A refreshing view on stories in society (Bas Haring)
• The s...
The birth of a storytelling agency
The evening of
the conception… How it started…
A new chapter.
We like experiments.
Film hummer
The brief
1) Become perceived market leader in solar energy
2) Inject ‘eel good’ image around the brand
3) Bring back ener...
The brief
1) Become perceived market leader in solar energy
2) Inject ‘eel good’ image around the brand
3) Bring back ener...
The brief
1) Become perceived market leader in solar energy
2) Inject ‘eel good’ image around the brand
3) Bring back ener...
The Blacktro sound
We like stories better
than advertising ideas…
And it works.
Blueprint on how to build
stories
- A clear point of view
- The back story
- Several stories (hooks) to keep it alive
- Th...
The blueprint becomes reality.
FFWD 2015 And now we are here.
From point of view
to Organising Principle
WHY
Organising Principle
WHY
Organising Principle From point of view
to Organising Principle
- Interpolis - Glashelder
- Philips - Sense and simpli...
From back story
to Editorial Sessions
WHY
Organising Principle
HOW
Editorial Sessions
From back story
to Editorial Sessions
WHY
Organising Principle
HOW
Editorial Sessions
- Hogeschool van Amsterdam
magazine
The framework of
Lemon Scented Tea
WHY
Organising Principle
HOW
Editorial Sessions
WHAT
Story Mining Story Creating Story
...
Story Mining
Story Creating
Story creation
Story Doing
We have
more…
Bas Haring A people’s philosopher, TV maker,
children's books writer and professor at
the Universiteit Leiden.
Marius Smit Founder and co-owner of Plastic Whale
foundation and company.
IK BEN EEN LOSER
“Ik wil een boot bouwen van plastic
afval. Maar ik heb nog nooit een boot
bestuurd, laat staan gebouwd. Dus
help me.”
Mari...
LOSERS
Catherine What’s your story in 2015?
DRINKS!
THANK YOU
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
Thebirthofastorytellingagency gv new
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Thebirthofastorytellingagency gv new

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How do you build brands with stories. Simple!
Start with an organizing principle
Start looking at your brand like a mag
Use the story mining, story creation or story doing to make it super engaging, relevant and inspiring.

Published in: Marketing
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Thebirthofastorytellingagency gv new

  1. 1. Welcome to the ‘The birth of a storytelling agency’ February 2015 – Lemon Scented Tea
  2. 2. TODAY • The birth of a storytelling agency (Gijsbregt Vijn) • A refreshing view on stories in society (Bas Haring) • The story of Plastic Whale: from dream to social enterprise (Marius Smit)
  3. 3. The birth of a storytelling agency
  4. 4. The evening of the conception… How it started…
  5. 5. A new chapter.
  6. 6. We like experiments.
  7. 7. Film hummer
  8. 8. The brief 1) Become perceived market leader in solar energy 2) Inject ‘eel good’ image around the brand 3) Bring back energy in the brand
  9. 9. The brief 1) Become perceived market leader in solar energy 2) Inject ‘eel good’ image around the brand 3) Bring back energy in the brand
  10. 10. The brief 1) Become perceived market leader in solar energy 2) Inject ‘eel good’ image around the brand 3) Bring back energy in the brand
  11. 11. The Blacktro sound
  12. 12. We like stories better than advertising ideas… And it works.
  13. 13. Blueprint on how to build stories - A clear point of view - The back story - Several stories (hooks) to keep it alive - The tools to join in and share
  14. 14. The blueprint becomes reality.
  15. 15. FFWD 2015 And now we are here.
  16. 16. From point of view to Organising Principle WHY Organising Principle
  17. 17. WHY Organising Principle From point of view to Organising Principle - Interpolis - Glashelder - Philips - Sense and simplicity - Nuon - Energy is the possibility to change something - AF/KLM Cargo – Freight made personal
  18. 18. From back story to Editorial Sessions WHY Organising Principle HOW Editorial Sessions
  19. 19. From back story to Editorial Sessions WHY Organising Principle HOW Editorial Sessions - Hogeschool van Amsterdam magazine
  20. 20. The framework of Lemon Scented Tea WHY Organising Principle HOW Editorial Sessions WHAT Story Mining Story Creating Story Doing
  21. 21. Story Mining
  22. 22. Story Creating
  23. 23. Story creation
  24. 24. Story Doing
  25. 25. We have more…
  26. 26. Bas Haring A people’s philosopher, TV maker, children's books writer and professor at the Universiteit Leiden.
  27. 27. Marius Smit Founder and co-owner of Plastic Whale foundation and company.
  28. 28. IK BEN EEN LOSER
  29. 29. “Ik wil een boot bouwen van plastic afval. Maar ik heb nog nooit een boot bestuurd, laat staan gebouwd. Dus help me.” Marius Smit 6 januari, 2011
  30. 30. LOSERS
  31. 31. Catherine What’s your story in 2015?
  32. 32. DRINKS!
  33. 33. THANK YOU

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