How to develop ideas which deliver effective phygital storytelling and embrace the transformation to storysharing and storyteching
We commonly associate STORYTELLING as one entity. When in fact it is constructed from two complimentary particles: STORY and TELLING. Neuroscientists have long ago proven that information is coded by our brain in the form of stories rather than an index. Therefore, it is common knowledge that a powerful STORY is key to effectively delivering a brand message or value, and maintaining a differentiated identity. The main evolution in the STORY front is the affluence of data and information that can be collected to identify the most meaningful relevant story.
The big news is in the TELLING particle, where formats are changing all the time! In a world where every location, surface, device, appliance, platform, or person is a potential touchpoint through which brands can directly engage with consumers phygitally, and where AI can help create smart, responsive, valuable experiences and solutions in no time, telling a story has become a far more dynamic and complex proficiency to master. Brands have also learnt the merits of embracing a paradigm that aims not just to tell a great story, but also to give people a great story to tell, providing their audience with something valuable: helping them become interesting to others, in a way that illustrates the brand’s story or values. This reflects the evolution from storytelling to storysharing / storyteching.
This program examines recent effective award-winning campaigns applying contemporary storytelling features, while decoding the recurring thinking patterns embedded in them. Based on these patterns, it then explores thinking paths and AI applications for developing new digital storytelling ideas which reflect the new frontiers of storytelling, through both the STORY and TELLING prisms. After each thinking tool and AI application is presented, participants apply it to briefs and tasks from their workload, providing a concrete, real-life test drive of each one.
Topics
How to use integrated interactive methods of delivering a story phygtially, crossing the border between online and offline while using multiple innovative platforms
How to deliver a story by letting people experience a truth for themselves in a concrete creative manner, rather than just presenting it before them
How to deliver a story by inviting people to participate in a creative extreme challenge
How to deliver a story by transforming a message into a distinctive exhibition which is shared as consumer content
how to prompt the mind when aiming for engaging storytelling in which AI plays an integral role in the “story”, not just a tool to enhance the speed and craft of the “telling”
How to use machine learning and AI to transform real-time data into real-time activations and solutions, engaging people in real-life, while delivering real-time digital storytelling
How to use consumer’s creativity and people’s desire for attention and recognition to co-create stimulating digital storysharing
Designed for
Agency training: a mixed group of disciplines. Mainly creatives, but also planners, accounts, media, PR, etc. from different levels of experience and seniority.
Brand training: A mixed group of marketing and communications disciplines. Marketing managers, brand managers, product managers, advertising managers, PR managers, etc. from different levels of experience and seniority.
Joint client-agency training: both