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Storytelling in Advertising

D&AD is much more than just an award. Discovering and nurturing creative talent is at the heart of what we do, so we’re excited to announce a second run of our free online learning experience.

Using our rich history of awarding and inspiring powerful storytelling, the course sets out to show you how to engage audiences through story – everything from crafting a narrative to using digital.

We’re partnering with Creative Skillset and hosting the course on FutureLearn, a platform owned by the Open University, who offer a diverse selection of courses from leading universities and cultural institutions from around the world. During the four-week course high profile creatives, including Sir Alan Parker, Peter Souter, Gary Hoff and Al MacCuish, share practical advice about how to create compelling stories that sell products, brands and values.

Watch the trailer here

Structured across four weeks, you’ll be given the context of why we use story and guided through how to:

  • Create a narrative
  • Communicate a brand through story
  • Engage your audience
  • Amplify your message through digital

Both theory and practical tasks will be supported using examples from our extensive archive of award winning creative work. 

This course is designed for those of you interested, studying or already working at a junior level in the creative industries - specifically advertising, marketing and design.

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