Creative Tools for Digital Storytelling

This webinar was brought to you in collaboration with Markedu.com

Yonathan Dominitz

@yonathando

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 Methodology
Tool
Pattern

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From patterns to practical thinking tools

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Patterns identified in Cannes Lions winning ideas

66%

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Patterns identified in Grand Prix & Gold Lions

81%

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Four kinds of storytelling

? ? ? ?

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Digital storytelling is
not limited to digital

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 1 st

A created Story
Created by the brand

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 2 nd

A Co-created Story with people

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 3 rd

Act: Do something in reality

This act becomes a story for
people to tell

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 4 th

Make people do something in reality

They have a personal story to tell

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Where do great stories begin?

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Insights & Brand Ideas

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 First Tool
What is the common pattern
behind the following ideas?

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1st video - Dr. Dre Straight Outta Compton

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2nd video - Puma “After Hours Athletes”

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3rd video - Toyota “More than a Car”

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Pattern?

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Celebrate it!

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 Celebrate it!

Instead of putting the brand/product in the center

of the communication, focus on the insight, or an
aspect of the insight, on which you intend to base
the communication, and celebrate that insight.

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Celebrating the after hours athletes

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Celebrating naming one’s car

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Creating a platform enabling people
to celebrate &express their pride

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 Why celebrate?

Celebrating the insight provides fantastic way to

“own” the insight, a creative platform to convey the
brand idea in new emotional and engaging ways.

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 Celebrate what?

• an emotion/ an attitude / a behavior or an action

• a phenomenon or a fact
• a group of people
• a place

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 Celebrating a
behavior

Celebrating a behavior &

a group of people

Celebrating an emotion
& places
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 Second Tool
What is the common pattern
behind the following ideas?

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4th video - Radiant “Radiant Return”

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5th video – Elan “Taste the translation”

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6th video - Coop "The organic effect"

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Pattern?

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Self Validation

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 Self Validation

The way the ad or the message is displayed or

created validates or proves the truth of the message.

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 Self Validation

Go beyond just saying the message:

Prove the message, or do something that will aid

people accept the truth of the message

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Proving Radiand keeps clothes looking newer

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Proving Elan translates better

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Proving organic food is healthier

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 Ways to Generate Self Validation

Creative Experiment Creative Demonstration

 
let the response of people expose people to a demonstration
in reality which helps them
subjected to a test prove the
accept the truth of a message
truth of a message

Experiment- when you Demonstration- when you

don’t know the results know the results

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Creative Experiment Creative Experiment Creative Demonstration

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 Third Tool
What is the common pattern
behind the following ideas?

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7th video - Oscar Mayer "The Great American Bacon Barter"

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8th video - Microsoft Xbox “Survival Billboard”

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Pattern?

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Extreme Challenge

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 Extreme Challenge

Create an extreme challenge that will inspire people to take

active part in it, and/ or to watch it.

Through the active and passive participation in the challenge

the brand experience, image and awareness are reinforced.

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In Summary
Celebrate it!

Self Validation

Extreme Challenge

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 Thank you

info@themindscapes.com
www.themindscapes.com

This webinar was brought to you in collaboration with Markedu.com

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