CONFLICT IS CONTENT BRANDED CONTENT EVENT 2016

LEMON SCENTED TEA

THE STORYTELLING AGENCY

GIJSBREGT VIJN 2016

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Authenticity Fragmentation Engagement

The brand challenge

The brand challenge Engagement

Hollywood

The brand challenge Fragmentation

Hollywood

The brand challenge Authenticity

Authenticity Fragmentation Engagement

A great story tackles

Deep dive in storytelling

Storytelling Structure

Held Doel Middelen Tegenstander Conflict

Voorbeeld

Matrix

Voorbeeld:

Matrix

Held Middelen Tegenstander Conflict Doel

Voorbeeld

Sound of music

Voorbeeld:

Sound of music

Held Middelen Tegenstander Conflict Doel

Why:

Cortisol & Oxytocin

Why: Cortisol

Why: Oxytocin

You need a conflict to get attention

What about brands 

What about brands

Lots a brand models no conflict

Simon Sinek

No conflict

Doel

Tegenstander Middelen

Held

Conflict

Company

Brand

Campaign

Channel creativity

Levels of storytelling

The brand conflict model

Doel

Tegenstander Middelen

Held

Conflict

Held Maserati Middelen Cleverness and braveness Tegenstander The big car companies Conflict Know when to strike Doel Be the best

Maserati

Held Curious people Middelen Knowldedge & a curious mind Tegenstander Superficiality & indifference Conflict Spend your life to know more Doel Push the human race

National geographic

Held Chipotle Middelen Healthy sustainable food Tegenstander Mass production Conflict People need to start caring Doel Cultivate a better world

Chipotle

Plastic Whale

Tony chocolony + content voorbeeld

Tony chocolony + content voorbeeld

Geen ruzie ergens tegen vechten

Geen ruzie ergens tegen vechten

You need a conflict to get attention

You need a conflict to get attention & engagement

How do we make this happen

Step 1

Storymining Editorial sessie

Step 2

Conflict model Identity story

EU Commission

Step 3

Storymapping Storyplanning

Bavaria creative brief (campaign level) Held Bavaria

Middelen Challenger attitude

Tegenstander

Traditionele biermerken

Conflict De overhyped DJ scene

Doel Creer een club hit record

Bavaria Film

Find your brand conflict & feel the magic!!!

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Gijsbregt Vijn

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Freedom & consistency

The brand conflict