Narratives 4/10/12:
Nick shared a great allegory to lead into this month’s topic. He spoke of a 1955 Japanese murder drama that used four different points of view. The movie showcased 4 separate people involved with the murder in some way. The conclusion of the movie ends with the truth being unknown because it is through each person’s point of view.
This captured a few things that we see present in social media today.
- The relativity of stories is very present
- Emotional connection can be more powerful than objective information
- Narratives are a powerful device because we love stories as people
Nick also shared his point of view as the spokesperson of a few of a social media channels and how he uses narratives to drive home topics and get people involved in our brand.
Elaine and others spoke of the importance of typography in affecting voice and tone in an online world and how that changes narratives. Some examples on font examples such as Helvetica, Garamond, and other were given as examples used to affect the narrative.
Elaine also brought about the significance of creating a storyline that was meaningful to business objectives. For example, Creature put together this campaign for Starbucks to show the giving spirit during the holidays of the coffee giant. http://www.welcometocreature.com/starbucks
She also shared the story of Umpqua Bank, (also a Creature project) who caters towards small businesses, and had children set up lemonade stands as a business loan to encourage a family and community atmosphere. http://www.welcometocreature.com/umpqua/
Maurine also mentioned a great resource that takes agencies to task on their creatives. Here is the link.
Until next meeting.
-CAL
