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LESSON 4 
the art 
of storytelling
introduction 
How to capture the attention of a 
public that is impervious to traditional 
advertising? 
How to create interesting content for 
the public? 
THE ORIGINS OF STORYTELLING 
FROM HUMAN TO BRAND STORYTELLING 
THE POWER OF A STORY 
STORYTELLING CASES 
2 
1 
2 
3 
4
A definition 
Storytelling is the interactive art of using words and actions to reveal 
the elements and images of a story while encouraging the listener’s imagination*. 
is interactive uses words uses actions presents a 
3 
story 
encourage 
active 
imagination of 
the listeners 
*National Storytelling Network
A story that began long ago... 
- the origins of storytelling - 
4
Man as a social animal 
“Man is by nature a social animal; an individual who is unsocial naturally and not 
accidentally is either beneath our notice or more than human. Society is 
something that precedes the individual. Anyone who either cannot lead the 
common life or is so self-sufficient as not to need to, and therefore does not 
partake of society, is either a beast or a god. ” 
5 
Aristotle, Politics
The original structure 
6 
ACT 3 
CLIMAX 
Turning point 
ACT 4 
REVERSAL 
Falling action 
ACT 2 
COMPLICATION 
Rising action 
ACT 5 
DENOUEMENT 
Moment of release 
ACT 1 
EXPOSITION 
Inciting moment 
The novelist and playwright 
Gustav Freytag has described 
the structure of a classic plot. 
For years the Freytag’s pyramid 
has been the reference point for 
every writer.
The evolution of storytelling 
7 
"Yes We Can!" Photograph: FREDERIC J. BROWN/AFP/Getty Images 
Stories became the emotional context 
able to bring people in a larger 
experience.
We are all storytellers, 
brands included 
- from human to brand storytelling - 
8
We are all storytellers 
9 
click to play 
https://www.youtube.com/watch?v=mpOjnXcy8NE
Brand and human stories 
The researcher Elizabeth Hisrchman demonstrated that the 
“brand stories and human stories are both the products of a human tendency to see causality in the 
world, to experience time (whether cyclical or linear) as an opportunity for change and challenge, and 
to project human-like traits onto external objects and those of external objects onto ourselves.” 
Hirschman, E. (1986). Humanistic inquiry in marketing research: Philosophy, method, and criteria. Journal of Marketing Research, 23, 237–250. 
10
Brands as storytellers 
As the media landscape continues to evolve, audiences are gaining more and more control over the 
information they view and share. To remain relevant, brands understand that telling compelling stories 
to reach them is fundamental. Today brands are “the emotional connection between a customer and 
a product”. 
A real a cultural a mindset shift for companies, possible thanks to four pillars: 
11 
brand 
authenticity 
meaningful 
message 
content 
and media 
skills 
conversational 
attitude
10 functions of storytelling 
1. Explain origins 
2. Define individual and group identity 
3. Communicate tradition and delineate taboo 
4. Simplify and provide perspective, reduce complex problems to a series of easily principles 
5. Illustrate the natural order of things 
6. Concisely communicate complex history 
7. communicate moral and ethical positions and the transference and preservation of values 
8. illustrate relationships to, and with, authority 
9. describe appropriate responses to life or model behaviours 
10. define reward and detail the paths to salvation and damnation 
What's Your Story?: Storytelling to Move Markets, Audiences, People, and Brands By Ryan Mathews, Watts Wacker 
12
Tell before you sell 
- the power of a story - 
13
The first principle of storytelling behaviour 
Human memory is story-based 
Schank, 1999 
14
Why stories are so powerful? 
Humans are social creatures and are emotionally influenced by 
the stories of other people. 
By lining up key elements of intelligence, cooperation, pattern-seeking, 
alliance-making, and the understanding that other beings have beliefs and 
knowledge of their own, stories make us stronger and more effective as a 
species. 
15 
Source: Brian Boyd, On the Origin of Stories: Evolution, Cognition, and Fiction
Consumers love stories 
The state of online advertising Research.Adobe and Edelman Berland 
http://www.adobe.com/aboutadobe/pressroom/pdfs/Adobe_State_of_Online_Advertising_Study.pdf 
16 
Tell before 
you sell
Some stories people loved 
- storytelling cases - 
17
Dove’s Real Beauty Sketches 
18 
In May 2013, Unilever published a research 
asserting "over half (54%) of women globally 
agree that when it comes to how they look, 
they are their own worst beauty critic, which 
equates to a staggering 672 million women 
around the world”. 
The campaign teaches an important lesson 
about how we perceive ourselves compared to 
how others see us. 
The video has been viewed in more than 110 
countries and became the most watched video 
ad of all time, with over 114million views. 
Source http://online.wsj.com/article/PR-CO-20130520-905751.html 
https://www.youtube.com/watch?v=XpaOjMXyJGk
The beauty inside 
Everyday Alex wakes up, he wakes up in a completely 
different body. He's the same person on the inside, but 
on the outside he's always someone new. And it's been 
happening for as long as he can remember. He shares 
his story through filmed episodes and real-time 
conversations with the audience. Audience members 
play Alex throughout the experience, both in filmed 
episodes and on his Facebook timeline, via photos and 
videos, adding to his narrative every step of the way. 
The Beauty Inside is a 2012 social film developed by 
Intel and Toshiba: six episodes, connected by 
interactive storytelling that takes place on the main 
character’s Facebook page, and that gives everyone 
the chance to play a role in the plot. 
19 
http://www.thebeautyinsidefilm.com/ 
http://vimeo.com/album/2229079
stories can change the world for better... 
20
Bat Kid by Make a Wish 
In November 2013, Miles Scott, a five-year-old leukemia 
patient, realized his dream to become Batman for a day. 
Thanks to the Make a Wish Foundation, thousands 
volunteers - and also businesses, the San Francisco 
Giants and even the city’s mayor and police department - 
responded to an avalanche of social media blasts, lining 
the streets wherever Miles and a full-sized Batman 
swooped into action. 
http://www.theguardian.com/world/2013/nov/15/batkid-san-francisco-charity-make-wish 
21
22 
THANK YOU 
Have you heard of the "digital natives"? 
Discover who they are in our next lesson and why 
are they important! 
For questions or suggestions please write to: 
whirlpool_emea@whirlpool.com

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The Art of Storytelling

  • 1. LESSON 4 the art of storytelling
  • 2. introduction How to capture the attention of a public that is impervious to traditional advertising? How to create interesting content for the public? THE ORIGINS OF STORYTELLING FROM HUMAN TO BRAND STORYTELLING THE POWER OF A STORY STORYTELLING CASES 2 1 2 3 4
  • 3. A definition Storytelling is the interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener’s imagination*. is interactive uses words uses actions presents a 3 story encourage active imagination of the listeners *National Storytelling Network
  • 4. A story that began long ago... - the origins of storytelling - 4
  • 5. Man as a social animal “Man is by nature a social animal; an individual who is unsocial naturally and not accidentally is either beneath our notice or more than human. Society is something that precedes the individual. Anyone who either cannot lead the common life or is so self-sufficient as not to need to, and therefore does not partake of society, is either a beast or a god. ” 5 Aristotle, Politics
  • 6. The original structure 6 ACT 3 CLIMAX Turning point ACT 4 REVERSAL Falling action ACT 2 COMPLICATION Rising action ACT 5 DENOUEMENT Moment of release ACT 1 EXPOSITION Inciting moment The novelist and playwright Gustav Freytag has described the structure of a classic plot. For years the Freytag’s pyramid has been the reference point for every writer.
  • 7. The evolution of storytelling 7 "Yes We Can!" Photograph: FREDERIC J. BROWN/AFP/Getty Images Stories became the emotional context able to bring people in a larger experience.
  • 8. We are all storytellers, brands included - from human to brand storytelling - 8
  • 9. We are all storytellers 9 click to play https://www.youtube.com/watch?v=mpOjnXcy8NE
  • 10. Brand and human stories The researcher Elizabeth Hisrchman demonstrated that the “brand stories and human stories are both the products of a human tendency to see causality in the world, to experience time (whether cyclical or linear) as an opportunity for change and challenge, and to project human-like traits onto external objects and those of external objects onto ourselves.” Hirschman, E. (1986). Humanistic inquiry in marketing research: Philosophy, method, and criteria. Journal of Marketing Research, 23, 237–250. 10
  • 11. Brands as storytellers As the media landscape continues to evolve, audiences are gaining more and more control over the information they view and share. To remain relevant, brands understand that telling compelling stories to reach them is fundamental. Today brands are “the emotional connection between a customer and a product”. A real a cultural a mindset shift for companies, possible thanks to four pillars: 11 brand authenticity meaningful message content and media skills conversational attitude
  • 12. 10 functions of storytelling 1. Explain origins 2. Define individual and group identity 3. Communicate tradition and delineate taboo 4. Simplify and provide perspective, reduce complex problems to a series of easily principles 5. Illustrate the natural order of things 6. Concisely communicate complex history 7. communicate moral and ethical positions and the transference and preservation of values 8. illustrate relationships to, and with, authority 9. describe appropriate responses to life or model behaviours 10. define reward and detail the paths to salvation and damnation What's Your Story?: Storytelling to Move Markets, Audiences, People, and Brands By Ryan Mathews, Watts Wacker 12
  • 13. Tell before you sell - the power of a story - 13
  • 14. The first principle of storytelling behaviour Human memory is story-based Schank, 1999 14
  • 15. Why stories are so powerful? Humans are social creatures and are emotionally influenced by the stories of other people. By lining up key elements of intelligence, cooperation, pattern-seeking, alliance-making, and the understanding that other beings have beliefs and knowledge of their own, stories make us stronger and more effective as a species. 15 Source: Brian Boyd, On the Origin of Stories: Evolution, Cognition, and Fiction
  • 16. Consumers love stories The state of online advertising Research.Adobe and Edelman Berland http://www.adobe.com/aboutadobe/pressroom/pdfs/Adobe_State_of_Online_Advertising_Study.pdf 16 Tell before you sell
  • 17. Some stories people loved - storytelling cases - 17
  • 18. Dove’s Real Beauty Sketches 18 In May 2013, Unilever published a research asserting "over half (54%) of women globally agree that when it comes to how they look, they are their own worst beauty critic, which equates to a staggering 672 million women around the world”. The campaign teaches an important lesson about how we perceive ourselves compared to how others see us. The video has been viewed in more than 110 countries and became the most watched video ad of all time, with over 114million views. Source http://online.wsj.com/article/PR-CO-20130520-905751.html https://www.youtube.com/watch?v=XpaOjMXyJGk
  • 19. The beauty inside Everyday Alex wakes up, he wakes up in a completely different body. He's the same person on the inside, but on the outside he's always someone new. And it's been happening for as long as he can remember. He shares his story through filmed episodes and real-time conversations with the audience. Audience members play Alex throughout the experience, both in filmed episodes and on his Facebook timeline, via photos and videos, adding to his narrative every step of the way. The Beauty Inside is a 2012 social film developed by Intel and Toshiba: six episodes, connected by interactive storytelling that takes place on the main character’s Facebook page, and that gives everyone the chance to play a role in the plot. 19 http://www.thebeautyinsidefilm.com/ http://vimeo.com/album/2229079
  • 20. stories can change the world for better... 20
  • 21. Bat Kid by Make a Wish In November 2013, Miles Scott, a five-year-old leukemia patient, realized his dream to become Batman for a day. Thanks to the Make a Wish Foundation, thousands volunteers - and also businesses, the San Francisco Giants and even the city’s mayor and police department - responded to an avalanche of social media blasts, lining the streets wherever Miles and a full-sized Batman swooped into action. http://www.theguardian.com/world/2013/nov/15/batkid-san-francisco-charity-make-wish 21
  • 22. 22 THANK YOU Have you heard of the "digital natives"? Discover who they are in our next lesson and why are they important! For questions or suggestions please write to: whirlpool_emea@whirlpool.com