CS Presents - Storytelling - What's that all about

@ricardofigueira @albionics @Sebroyce

@Floheiss @VariousProjects
Wednesday, 27 February 2013

@Sebroyce


Storytelling

It’s not just what you say, it’s what you do


FASTEST
LONGEST
BRIGHTEST
TASTIEST

this shit is amazing.buy it


pity their staff are
i brought that shit.
so rubbish
it doesn’t work

it’s kind of OK Not worth it
couldn’t live
without it
broke in
two days

worst customer service ever!!!


honesty
integrity
pioneering
positive
helpful
open
etc etc

ACTIONS
SPEAK
LOUDER
THAN
WORDS


91% 23red Research survey, 2012


examples >

The decision to move the relief center to Lower Manhattan drew more than 1,300 likes
from the brand's 1.8 million Facebook fans in only two hours today.
The Rapid Response unit, which has been in Lower Manhattan since late yesterday,
made its maiden voyage only about a month ago to New Orleans in the aftermath of
Hurricane Isaac, he said.
From a marketing perspective, he said,
"This is what the brand is about:
empowering people through devices; connecting their families."


Luka wrote in his email to Lego, his father took him grocery shopping one day and "told
me to leave the Lego people at home but I took them and I lost Jay ZX at the shop as it
fell out of my coat."


Luka, I told Sensei Wu that losing your Jay minifigure was purely an accident

and that you would never ever ever let it happen ever again.

He told me to tell you, "Luka, your father seems like a very wise man.

You must always protect your Ninjago minifigures like the dragons protect the Weapons of Spinjitzu!"

Sensei Wu also told me it was okay if I sent you a new Jay and told me it would be okay if

I included something extra for you because anyone that saves their Christmas money

to buy the Ultrasonic Raider must be a really big Ninjago fan.

So, I hope you enjoy your Jay minifigure with all his weapons.

You will actually have the only Jay minifigure that combines 3 different Jays into one!
I am also going to send you a bad guy for him to fight!
Just remember, what Sensei Wu said: keep your minifigures protected like the Weapons of Spinjitzu!

And of course, always listen to your dad.


A program that rewarded kids in NY with mobile phones and free texts and minutes for good school
attendance and performance


@ricardofigueira


@RicardoFigueira
JWT


CHAPTER
n. 1
“hoax”


“IS COPYRIGHTING DYING?”
CAMPAIGN PHONE-CALL ON JANUARY 27TH AT 18:30/FIRST DAY AFTER THE TOPIC DEFINITION

The
problems are
People don’t read in the
anymore universities

Copywriters
As don’t have
consumer I employability
don’t give a shit anymore
but as copywriter I
really appreciate
good

Really???

good ADVERTISING is not
about image and copy but
stories, involvement and
seduction


CHAPTER
n. 2
SHOW
DON’T TELL


CHAPTER n. 3

A SHORT STORY Can be
Remembered forever


CHAPTER n. 4
A REAL PRODUCT MADE
FROM A REAL STORY


CHAPTER n. 5

Who can be a
storyteller?


http://www.youtube.com/watch?v=5G0j_Huv2Fg

MOral of
THE story


they hear and they forget.
they see and they remember.
they do and they understand.

Confucius


Thank you.

@ricardoﬁgueira


@Floheiss


@albionics


It’s time to stop worrying and learn
to love data
Chris Clarke Chief Creative Officer Lbi
@albionics

We once lived in the country


FAR FROM AN IDYLL
WE WERE SLAVES


Data was a means of control


Licensed markets led to growth of towns


THE TECH CLUSTER
WAS BORN


FREEDOM, LICENSE,
SHARING,
CREATIVITY,
LICENTIOUSNESS


INVENTION,
CREATION AND THEIR
BASTARD CHILD;
INNOVATION COME
FROM DATA AND
STORIES

BY 2020 50 BILLION
DEVICES WILL BE
CONNECTED


IN 2010 PEOPLE
GENERATED 200
BILLION GB OF DATA


90% OF THE WORLD’S
DATA IS LESS THAN
TWO YEARS OLD


THERE’S A REAL
DANGER THAT POWER
WILL BE
CONCENTRATED IN A
TINY NUMBER OF
GEEKY HANDS

THE VALUE OF
STORIES IS BEING
ERODED


Does it blend?

Selling v Branding
Science v Art
Rational v Emotional
Data driven v Story driven
Below the line v Above the line
Etc etc


WE HAVE TO TAKE
BACK OUR STORIES


Cities are open air computers

We are entering an age of real potential with
data. Real insight in real time. It’s time to invent
services and products which take advantage of
this. Let’s stop arguing. Let’s forget about
“adland”.


INCREDIBLE ROLE FOR
BRANDS AND
SMARTER AGENCIES
TO BE HELPFUL WITH
DATA


“you need to blow
yourselves up and
start again”
-Cindy Gallop


@VariousProjects


Aarrrgggghhh!
Powerpoint


CS Presents - Storytelling - What's that all about

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CS Presents - Storytelling - What's that all about