We definitely like: Chevrolet’s ‘True Story’.

November 25th, 2011 • Ads, We like
Tags: Ads, Automotive, Brands, Creativity, history, People, Storytelling, We like

Fantastic commercial, Chevy. With 5 minutes it is a bit too long to enthuse everyone. But dear Chevrolet: Do yourself a favour and turn your boring Youtube channel into a hub for your consumer’s childhood memories. That’s a great story. And even though I as a European have no personal memories of Chevy – I guess a lot of Americans do.

Thx to Creative Criminals. More ‘stuff we like’ here.

Transmedia. An introduction to diversity in storytelling.

Dezember 12th, 2009 • 2 comments Ads, Brands, Social, Strategy
Tags: Ads, Brands, Cool, Philosophy, Presentation, Social Influence Marketing, Storytelling, Strategy, transmedia

In a world in which old and new media collide, Transmedia storytelling becomes a functional necessity in brand communication. The term was defined by Henry Jenkins in his 2006 book Convergence Culture:

Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience.

It is storytelling across multiple forms of media with each element making distinctive contributions to a viewer/user/player’s understanding of the story world (see Henry Jenkin’s blog). Even though I disagree with the word storytelling as THE defining factor for in this brave new media world, I agree with it being an important asset.

Digital Strategist Gunther Sonnenfeld has summarized the topic in this deck to Miami Ad School. It’s a deck that talks to advertisers in the first place, but I like it, nevertheless .

We like. Nike Jordan M6 tells a good story.

November 7th, 2009 • We like
Tags: Brands, Campaign, Cool, Creativity, Lifestyle, Microsite, Nike, Storytelling, visual, We like

Some ideas are plain wrong. Some ideas are just right. One day after adage has published an article on why digital agencies aren’t ready to lead (“we don’t understand brands and have no idea of exploitation”), Nike has just put this special live: Jordan M6 takes us on a journey to the design of a pair of Nike sneakers. And what you’ll witness is a great piece of digital brand campaigning. It directly contradicts adage’s claims: The special is right on spot (in a rather traditional way), it’s entertaining, engaging and does exactly what a good brand campaign is supposed to do: Make me believe that this brand will improve my life if I buy its products. It’s the perfect adaption of a classic image campaign into digital. (Thx to Igor for the link)

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