2. Why does a story have to contain certain elements, in a
certain order, before the audience will even recognize it
as a story?
!
Because all of life itself has a rhythm, and when you
play in that rhythm, it resonates.
3. Biology
To Mother Earth, to life itself,
unconsciously, Death is
absolutely essential (50% of how
shit gets done.)
4. Psychology
Upstairs, in your consciousness, things are well-lit and regularly swept.
Friends visit. Scrabble is played, hot cocoa is brewing. It is a pleasant,
familiar place.
Downstairs, it is older, darker and much, much freakier. We call this
basement the unconscious mind.
5. Society
Societies are macrocosms of people in another way: Eventually, they die.
There is competition between different societies. The losers are eaten and
the winners reproduce.
6. Resonance
All life, including the human mind and the communities we create,
marches to the same, very specific beat.
If your story also marches to this beat- whether your story is the great
American novel or a fart joke- it will resonate. It will send your audience's
ego on a brief trip to the unconscious and back.
8. This is the structure of every
story ever.
1. You (a character is in a zone of comfort)
2. Need (but they want something)
3. Go (they enter an unfamiliar situation)
4. Search (adapt to it)
5. Find (find what they wanted)
6. Take (pay its price)
7. Return (and go back to where they started)
8. Change (now capable of change)
9. 1. You
8. Having!
changed
7. Return!
home
6. Take it and pay !
the price
5. Find what you need
2. Need !
something
3. Go to an!
unfamiliar!
situation
4. Search, !
adapt to it
12. Our campaign revolves around adventure.
!
We want people to go on a journey to Zion National
Park, have a profound experience, and return home,
having changed.
13. The story of Zion National Park
1. You: Live in a large city
!
2. Need: An escape from your busy life
!
3. Go: Travel to Zion National Park
!
4. Search: Arrive and experience Zion
!
5. Find: Personal meaning in your adventure
!
6. Take: every profound realization comes with a sacrifice / change
-ex: “man, I should really do this more / get off my phone more often /
donate and/or help the national park system
!
7. Return: travel back home
!
8. Having changed: you are now a different (and hopefully) better person
15. 3. Go (Travel to Zion)
[Call to action]
4. Search (…for meaning in the experience)
[How do they participate?]
16. 6. Take (Pay a price)
[What changes we want!
them to make / what do we !
want them to do?]
5. Find (…meaning in the experience)
[What we want them to learn / !
what the brand does for them]
17. 8. Changed (into a better, !
more learned person)
[End goal of the campaign.]
7. Return (..home from Zion)
[Application of change to life.]
18. 1. You
8. Having!
changed
7. Return!
home
6. Take, and pay !
the price
5. Find what you need
2. Need !
something
3. Go to an!
unfamiliar!
situation
4. Search, !
adapt to it
