A Cannes Lions original report reflects on the eternal appeal of great stories and offers expert guidance for creative storytelling strategies.
In the face of profound change, great storytelling remains fundamental to creativity. But, in truth, the only stories that matter are those that are going to be retold. Telling memorable stories at scale in today’s world requires us to use data, insight and tech to power narratives, pivot our focus to the audience, engage them with participatory experiences and even broaden our very definition of storytelling in the newly democratised space.
Lion-winning stories: Examples of ideas that used powerful narratives – from adam&eveDDB’s work with John Lewis and Elton John on The Boy and the Piano’s to The New York Times’ The Truth is Worth it– to captivate across channels.
Marketer’s perspective: Branded content frontrunner Chipotle on adapting a brand story that came from one of their restaurant employees for TikTok.
Brand storytellers on what makes a great story: Droga5 on memorability as currency and inviting audience participation, and Grand Prix-winning fashion brand Virtue on stories that boil down to a single symbol that ‘retells itself’.
Strategies for addressing content ‘choice paralysis’: Global trend forecasters WGSN on creating buzz by choosing unexpected collaborators, adapting content for new social platforms and ‘hacktervising’ – scaling stories by making your way into new spaces.
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