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Storytelling for Action

Creative commercial storytelling from D&AD

Unique Storytelling

Great stories are all around us. They help make sense of our identity and the world around us, and are hardwired into humanity to inspire us, share with others, and make us laugh and cry.

Storytelling in business helps build an enduring emotional attachment with consumers. They underpin the most compelling and persuasive advertising and brand strategies, can inspire action, and communicate commitments and values.

D&AD’s brand storytelling course explores the principles of great storytelling, from plot to structure, to narrative arc and characterisation. And it will also help you understand how to apply those principles to the world of commercial creativity, whether your chosen storytelling platform is a piece of packaging, a game, a film or any other medium.

This course comes in 3 parts:

Storytelling Part 1: The Fundamentals

Understand the fundamentals of great storytelling in business.

Part 1 of the ‘Storytelling for Action’ series, will give you the building blocks and fundamental knowledge you need to effectively use narrative in any creative medium.

Course leader, award-winning documentary filmmaker Sophie Robinson, is joined by industry experts including Richard Brim from adam&eveDBB, Sir Alan Parker, and representatives from agencies including Ogilvy Roots and 4Creative.

Through a selection of videos, articles, discussions and D&AD Award-winning work, you will explore:

  • Why we use storytelling
  • How to build an effective story
  • How to build a story with a purpose
  • Understanding the building blocks of stories, including narrative structure
  • Knowing when to play by, and when to break the rules

Who’s it for?
This course is for everyone who wants to understand the tools needed to craft stories for effective communication.

Storytelling Part 2: Brand Storytelling

What is brand storytelling and how can we use it to engage our audience?

All brands have a story. Whether a new start-up, a disruptor or a household name, each brand will have a unique history, a set of values and a vision. Through this, we can define and craft brand stories, and weave them into the design, communications and experiences to ensure consistent and effective messaging.

Part 2 of the ‘Storytelling for Action’ series, will give you the tools you need to define, craft and apply brand stories.

D&AD’s ‘Most awarded Design Agency’, JKR, will be leading the course. They’ll be sharing tools, tips and case studies, and will be joined by industry experts from agencies and brands including Superunion, NB Studio and The Gut Stuff.

Through a selection of videos, articles, discussions, tasks and D&AD Award-winning archive work, you will explore:

  • Why brand storytelling is effective
  • What do we mean by brand storytelling
  • How to find and articulate a brand story
  • How to establish the brand story across different touchpoints 

Who is our Brand Storytelling Course for? 
This course is for everyone who wants to understand how and why to use brand stories. You might be working in a creative or branding studio, in-house as a marketeer within a brand, or starting a brand yourself.

Storytelling Part 3: The Application of Story

How and where to apply effective storytelling to communications

Part 3 of the ‘Storytelling for Action’ series, explores how to use stories that will cut through the noise and elicit results.

Course leader, award-winning documentary filmmaker Sophie Robinson, is joined by industry experts from agencies including TBWA, adam&eveDDB, Wolff Olins, Publicis Sapient and the Mill.

Through a selection of videos, articles, discussions, tasks and D&AD Award-winning archive work, you will explore:

  • How to apply effective storytelling
  • The strategy behind using story
  • Ensuring your story is on brief
  • Insights into effective storytelling
  • The potential and limitations of different channels to tell stories 
  • Exploring film, long and short-form copy, packaging
  • Understanding the role of editing
  • Finding and telling authentic stories
  • How to tell stories in the digital space
  • Understanding the different social media channels
  • Immersive stories and new technologies
  • Looking at the world of gaming and what we can learn from it
  • Transmedia storytelling
  • How to build stories across platforms
  • Mapping user journeys and multi channel stories

Who’s it for?
This course is for everyone who wants to understand how to use story for more effective marketing and brand communications.

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