Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

ESOMAR Berlin - Learning from Lucas

451 views

Published on

A look at what the world's biggest film franchise can teach us about better insight storytelling practices. By rejecting scientific narrative and copying from creative disciplines

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

ESOMAR Berlin - Learning from Lucas

  1. 1. Dr Nick Coates | C Space Richard Drury | Walgreens Boots Alliance ESOMAR Qualitative, Berlin 2016
  2. 2. 4
  3. 3. 5
  4. 4. 6
  5. 5. 7
  6. 6. 9
  7. 7. 10 Life on Tatooine can be safe, but frustrating
  8. 8. 11 And we have some status issues
  9. 9. 12 Into the Trash Compactor
  10. 10. We’re spending our time in the wrong places
  11. 11. After nourishment, shelter and companionship, stories are the thing we need most in the world. “ “ - Philip Pullman
  12. 12. A grammar of human experience, a universal blueprint
  13. 13. Stories create meaning
  14. 14. Stories help dramatise
  15. 15. Stories increase empathy
  16. 16. Stories make memories
  17. 17. But how do we do it? COPY FROM FILM
  18. 18. SCRIPT PRODUCTION THEATRE SOCIAL OBJECT The film value chain
  19. 19. SCRIPT Stories not findings
  20. 20. 27 Getting to the final script was a collaboration
  21. 21. Our challenge: from marking homework…
  22. 22. …to collaborative story-telling
  23. 23. That creates strong characters
  24. 24. Design not data PRODUCTION
  25. 25. From the ‘library’ paradigm…
  26. 26. To a living, breathing, body of work
  27. 27. Creating a coherent insight ‘world’
  28. 28. Showcasing our best thinking
  29. 29. 36 Dramatising characters in our own mini-films
  30. 30. THEATRE Drama not debrief
  31. 31. 38 Lucas got the theatricality of film experience
  32. 32. Which is why we no longer do ‘debriefs’…
  33. 33. …why we favour games and experiences…
  34. 34. …and why, often, insight is immersive discovery
  35. 35. SOCIAL OBJECT Memories not ‘meh’
  36. 36. Toys and trailers make film more social
  37. 37. We use multimedia to help share content
  38. 38. 45 Create simple insight trailers…
  39. 39. And put our content in social spaces
  40. 40. Know your audience Be clear about context Steal with pride Design distinctive Be brave!

×