STORYTELLING

WITH CANNES LIONS

 COURSE OVERVIEW

Storytelling is a super power hiding in plain sight. Everyone loves a good story.
Why is that? What are the ingredients of a good story?

Cannes Lions brings their rich history of awarding and inspiring powerful storytelling in the creative world to show you
how storytelling can make you, your brand and your products stand out from the crowd.

You’ll master the practical skills step by step from high profile creative leaders from around the world, including Keith
Reinhard, Gabriela Lungu, Rory Sutherland, and more. During the course you’ll also get access to over 50 best practice
case studies, and upon completion you’ll earn a certification from Cannes Lions.

So whether you’re in advertising or work in marketing and want to grow your brand, or even a budding entrepreneur
wanting to refine your pitch, come join us today and master the world of storytelling.

29 bite sized lessons.

COURSE DURATION Each lesson approx. 10mins. Learn in your own time with lifetime access.

BRAINS BEHIND THE COURSE

CANNES LIONS GABRIELA LUNGU KEITH REINHARD RORY SUTHERLAND

Since its first outing in 1954,
the Cannes Lions International
Festival of Creativity has been
bringing the creative
communications industry
together every year at its
one-of-a-kind event in Cannes
to learn, network and
celebrate. Now for the first
time anyone in the world can
learn from and be inspired
from the best of the best in
the industry all from the
comfort of your own home.
A Cannes Lions award-winning
creative leader and
entrepreneur, Gabriela Lungu
has more than 20 years of
international integrated
experience in Advertising and
PR that she now uses to give
wings to other professionals
with a focus on storytelling.
Keith Reinhard is Chairman
Emeritus of the DDB World-
wide Communications Group,
Inc., one of the world’s largest
and most awarded advertising
agency networks. A member
of the Advertising Hall of
Fame, Keith has been referred
to as the industry’s “soft-spo-
ken visionary” by Advertising
Age, which in 1999 named him
one of the 100 most influential
figures in the history of
advertising.
World leading proponent of
Behavioural Economics, Rory
Sutherland, kick-started the
field when he lead his
presidency agenda at the
Institute of Practitioners in
Advertising in London.
Affectionately known as the
Wiki Man and self proclaimed
fat bloke at Ogilvy, Rory is an
award winning ‘behavioural
impressario’ and a natural at
communicating new ideas.

CHRIS BAYLIS DEBBI VANDEVEN

Chris Baylis is a multiple Cannes Lions award winning creative
thinker and leader with over 18 years experience in integrated
advertising, marketing, copywriting and brand-building. Chris is
currently based in Amsterdam but hails from London and has
worked all over the world.
Debbi is the global chief creative officer at VMLY&R. Since joining VML in
2000, Debbi has continually fostered a collaborative creative environment
that delivers smart and innovative solutions to clients around the world,
including Colgate-Palmolive, Dell, Electrolux/Frigidaire, Ford, Gatorade,
Mastercard, New Balance, PepsiCo, QuikTrip and Wendy’s. Her creative
philosophy focuses on the idea rather than a specific channel, and she
encourages teams to approach any project from this perspective.

AN INTRODUCTION
TO STORYTELLING
Understand what stories are, where they
come from and why we need to master
our storytelling talents.
1) What are Stories?
2) The Evolution of Storytelling
3) The Power of Storytelling
THE BUILDING BLOCKS
OF A STORY
There are many components that make
up a story. Learn what they are and how
to optimise each one to make the
most impact.
1) The Audience
2) The End Goal
3) The Protagonist
4) Archetypes
5) The Importance Of A Catchy Headline
AVE. RATING 4.87
NICK C.
GERMANY
Overall I really like it, the content,
format, Cannes certification, case
studies etc. A good cross section of
thought leaders to learn from too.
Wish I had had this when I first got
into advertising!
TOPICS COVERED
BRANDS AND THE SCIENCE BEHIND
STORYTELLING STORYTELLING
Learn how and why storytelling sits at Understand the science behind how
the heart of any successful brand. storytelling works.
1) Always Tell The Truth 1) Make Your Story Memorabl
2) Brands and Storytelling 2) Make Me Care
3) A Force for Change 3) Human Beings Seek Meaning
4) The 3 P's 4) Your Brain On Stories
5) It's Good for Business
PUTTING THE HOW TO TELL
BLOCKS TOGETHER BETTER STORIES
Understand how best to put together Master the key techniques and
all the key components that make up principles to help you to tell
a story. better stories.
1) Storyboarding 1) Guidelines But No Hard Rules
2) The Shortest Story Ever Told 2) Do Something Unexpected
3) The Three Act Structure 3) Create Conflict
4) The Curiosity Gap 4) The Role of Humour
5) Transmedia Storytelling 5) Break Through The Attention Filter
6) The 'Peak-End' rule 6) Be Gossip-Worthy
DREW M. MAREN U.
SOUTH AFRICA UK
The storytelling course will give you a very This course is the perfect balance of short
solid grounding in the power and videos from experts, helpful summaries,
components of storytelling. Whether you’re case studies and a variety of exercises
in advertising or writing it will shed helpful which explore the subject of storytelling
insights into how you can be remembered thoroughly but concisely. Would definitely
with your work. recommend.
 THE SMART WAY TO STAY ON TOP

Tired of online courses that go on forever? Frustrated that they often unnecessarily complicate things and don’t really
help in the real world? We were too!

42courses teams up with real world business leaders to deliver you certified knowledge and practical skills that make
you more successful. It’s like taking an internship - fast, fun, practical, but without the coffee-making.

SPECIAL FEATURES

LEARN ON BITE SIZED 24-7

ANY DEVICE LESSONS SUPPORT

PROGRESS GAMIFIED BRANDED

ANALYTICS LEARNING CERTIFICATION
ON COMPLETION

BLENDED LEARNING
The learning is brought to life through a mix of video, text and illustrations. Every lesson is told as a short story
and at the end of each lesson there’s a question to help make sure you understood what you just learned.

WHY THE NUMBER 42?

We chose the number 42 because it’s the "Answer to the Ultimate Question of Life, the Universe, and
Everything", calculated by an enormous supercomputer named Deep Thought over a period of 7.5 million years. Don’t believe us?
Google “Answer to the Ultimate Question of Life, the Universe, and Everything”.
“The illiterate of the 21st century will not be those who
cannot read and write, but those who cannot learn,
unlearn, and relearn.”

- ALVIN TOFFLER