To build on the opportunities that today’s hyperconnected and social consumer as well as new distribution platforms offer, agencies and brands need to move away from thinking about branded content and embrace true storytelling. The difference?
Steve Rose: TV and advertising have always existed side by side. But now that viewers can easily skip breaks, brands are having to find new ways to make sure customers get their message. Can you resist 'native advertising' and 'digital insertion'?
Sometimes a brand story can be told solely via a website or even a single web page. Here are six brands that I’m particularly impressed with and that do it really well… 1) Spanx The story of Sarah, the founder, and her amazing brand can be found here. 2) TOMS One of my all time [...]
Getting people to watch videos online is difficult. After all, there's no exact science. Or is there? Electronic dance violinist Lindsey Stirling has it figured out, and now everyone is taking notice. Stirling uploaded her first video in 2007 with hopes of getting on The Ellen DeGeneres Show.
Cravendale’s latest commercial from the fantastic Wieden & Kennedy is.. one creepy ad. This sinister story tells of a Cookie boy, Barry. In a sort of fantasy, fairy tale land. Where Cookies can talk, run and even wear clothes. Inspired by fables of old, the ad takes Cravendale’s milk-related musings in a deliciously dark new direction, with the twisted [...]
The Grateful Dead had their breakthrough at Ken Kesey's acid test parties. Superman was raised by George and Martha Kent. Hewlett Packard started in a garage. We hear origin stories all the time. They're magnetic enough that we write books...