The art of storytelling
With more than 40 Lions to his name, Bruno Bertelli is creative who knows about telling good stories
Speaking at eurobest in Rome recently, Bruno Bertelli, the Global Chief Creative Officer at Publicis Worldwide, was also President of the eurobest Film, Print & Publishing and Print & Outdoor Craft jury (snappy title isn't it? They do things a bit differently at the regionals). Here with some examples of work that were featured in his original talk, learn what this self-confessed film fanatic has to say about good storytelling...
"At Eurobest in December, I wanted to highlight the art of storytelling and its importance within advertising. Through sharing a storytelling manual with the audience, I wanted to demonstrate that creativity is not a game of chance; everything we do must influence consumer behaviour and drive growth for our clients.
"We are accountable for our actions and ultimately, need methods that allow us to deliver against this responsibility. Creativity needs to be measurable or clients won’t see a value in it. And so, I felt the need to talk about something that makes our work more systematic and more transparent.
"I’m a film fanatic who seeks inspiration not only in movies, but in script writing, story patterns and film techniques too. Having followed the motion picture industry for years, I discovered that the behind-the-scenes business calculations and the way in which great stories were told had very similar processes. We could see it as a checklist of tick boxes to ensure all the ingredients for success were applied in the right way, at the right time.
"The storytelling manual draws parallels between Hollywood movies and well-known advertising campaigns, illustrating a few essential components required to tell a great story. Without them, viewers and consumers won’t follow or enjoy a story as much as they ought to. In its simplest version, it is a guide book enabling us to develop award-winning content that also drives business success.
"Applying a formula to creative idea development is a thorny issue, as it clashes with the artistic nimbus associated with our industry. But wherever I go, I find more people willing to embrace new patterns, rules and techniques that earn them greater success and accountability. In short, falling for a great story is magical; creating them, not necessarily."
Bruno Bertelli is Global Chief Creative Officer at Publicis Worldwide, and served on the Film Lions jury in 2011 and 2014. He has won more than 40 Lions in PR, Media, Film, Design, Print and more. Search for more of his work on the Cannes Lions Archive.