storyplanning, how hollywood can help you to to think and tell strategy

storyplanning !

STRATEGY IS STORY

STRATEGY IS STORY

A CERTAIN TYPE OF !PERSON !

HAS A CERTAIN GOAL, AND ENCOUNTERS OBSTACLES !

THAT HAVE CHANGED HIM/HER WHEN FINALLY THEY DO (OR DO

NOT) ACHIEVE THAT GOAL.

A CERTAIN TYPE OF !PERSON !

HAS A CERTAIN GOAL, AND ENCOUNTERS OBSTACLES !

THAT HAVE CHANGED HIM/HER WHEN FINALLY THEY DO (OR DO

NOT) ACHIEVE THAT GOAL.

BRAND/ PRODUCT

6!

ONCE UPON A TIME THERE WAS ___. EVERY DAY, ___. ONE DAY ___. BECAUSE OF THAT, ___. BECAUSE OF THAT, ___. UNTIL FINALLY ___.

7!P I X A R _ 2 2 R U L E S O F S T O RY T E L L I N G _ R U L E N . 4

J O H N T R U B Y _ T H E A N AT O M Y O F A S T O RY _ 2 0 0 7

PLAN IS THE STORY STORY IS THE PLAN

DRAMA SEXY

SHARP

DRAMA !SEXY !

SHARP !

1 2 3 4 5 6 7

SERENDIPITY !RECHERCHE

0

serendipity :making discoveries, by accidents and

sagacity, of things they were not in quest of.

(horace walpole)  

P E O P L E !

C U L T U R E !

B U S I N E S S !

B R A N D / P R O D U C T !

C O M M S !

C O M P E T I T I O N !

malcolm g ladwel l_happiness , choice and spaghet t i sauce

h t t p : / / e d . t e d . c o m / l e s s o n s / m a l c o l m - g l a d w e l l - o n - s p a g h e t t i -s a u c e

GIANT DOODLE !

PRELIMINARYSESSION

TOOL

IDENTIFY !THE !WEAKNESS/ NEED

1

=WHAT IS !THE CHARACTER’S

PROBLEM/ FAILURE/ WEAKNESS/ NEED? !(MAY EVEN BE UNCONSCIOUS)

20!

overprotected by his father

22!

time poor

23!

mobile is the automobile

frienemy

24!

WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE NOW? ----------------------------------------------------------------------------------

1

SET THE DESIRE 2

=WHAT DOES YOUR MAIN CHARACTER

WANT TO WIN, GAIN, GET, OR ACHIEVE

DURING THE COURSE OF THE SCREENPLAY/

STRATEGY?

=WHAT IS THE OBJECTIVE?

THE BEST POSSIBLE OUTCOME

SESSIONTOOL

=QUEL EST LE MEILLEUR ABOUTISSEMENT QUE

L’ON PUISSE IMAGINER? !!

T H I S I S W E R E W E A R E T H I S I S W E R E W E W A N T T O B E

=WHAT IS THE SUPER-OBJECTIVE?

!IDENTIFY WHAT DRIVES IT/ HIM !

WHAT IS THE CHARACTER’S DRAMATIC NEED* ? !

!

( * S Y D F I E L D ) !

«  ALL WELL-DRAWN CHARACTERS HAVE A SPINE . AND THE IDEA IS

THAT THE CHARACTER HAS AN INNER MOTOR, A DOMINANT,

UNCONSCIOUS GOAL THAT THEY'RE STRIVING FOR, AN ITCH THAT THEY

CAN'T SCRATCH.  »

ANDREW STANTON_THE CLUES OF A GREAT STORY

ANDREW STANTON_THE CLUES OF A GREAT STORY !h t t p : / / w w w. t e d . c o m / t a l k s /

a n d r e w _ s t a n t o n _ t h e _ c l u e s _ t o _ a _ g r e a t _ s t o r y

THE SPINE

SESSIONTOOL

37!

BECOME A BETTER MAN

NOT BEING JUST ANOTHER EVERYMAN

FIND THE

GLORY BACK

40!

STAY OUT OF TROUBLE

41!

PREVENT HARM

42!

DO WHAT’S

BEST FOR ITS CHILD

43!

FIND THE BEAUTY

44!

TO PLEASE

HIS FATHER

45!

FIGURE OUT WHAT

IS HIS PLACE IN

THE WORLD

46!

ESCAPE BACKWOODS

POVERTY

47!

FIND OUT WHO HE

IS

TAKE CARE OF HIS FAMILY

49!

EMPOWER YOUTH

REVENGE OF HIS

PARENTS’ DEATH

51!

AVENGING THE DEATH OF HER UNBORN BABY

52!

IMPROVE HERSELF

53!

FREE INDIVIDUALS

54!

MAKE MODERN TIMES LIVELIER

AND HAPPIER

GIVE JOY

56!

INSPIRE PEOPLE TO TAKE ACTION

=WHAT IS THE BRAND PURPOSE? !

THE BRAND CREDIBLE ROLE IN PEOPLE’S LIVES

brand purposethe promise and the consumer benefit locked within it the promise of a role for the brand in your life, not just selling a product/serviceour credible meaningful role in your life (not what we want to sell about us)8 words maximum a sense of an end-point, a destination, a north star

S O U R C E : D R O G A 5  

61!

62!

Help you hear the music the way the artist intended it

63!

64!

Help people to give more space to time

>>>WHAT IS ITS POINT OF VIEW. !

T H E W AY H E S E E S T H E W O R L D

SESSIONTOOL

69!

THIS IS A DIRTY WORLD AND

SOMEONE’S GOTTA CLEAN IT UP

70!

71!

WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE NOW? ---------------------------------------------------------------------------------- WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/ LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE? ----------------------------------------------------------------------------------

1

2

IDENTIFY !OPPONENT !

3

=WHAT NEEDS TO BE FOUGHT AGAINST

AND WHY IS IT GOING TO BE SO

HARD?

WHAT ARE THE ANTAGONISMS? !W H O I S T H E E N E M Y / T H E V I L L A I N !

W H AT A R E T H E O B S TA C L E S !W H O O R W H AT I S S T O P P I N G T H E P R O TA G O N I S T

F R O M A C C O M P L I S H I N G T H E I R G O A L

T H E R E A R E T H E O B S TA C L E S A N D A N TA G O N I S M S

>>>WHAT IS HE IN CONFLICT WITH? !C F . L I N D A S E G E R ( 1 9 9 4 ) _ M A K I N G A G O O D S C R I P T G R E A T

PERSONAL - UNCERTAINTY OR SELF-DOUBT, A STRUGGLE WITH CONSCIENCE!

RELATIONAL - WITH A LOVE INTEREST, FAMILY OR FRIENDS, WORK COLLEAGUES!SOCIETAL - WITHIN THE CHARACTER’S SOCIAL ENVIRONMENT!

SITUATIONAL - THE PHYSICAL ENVIRONMENT!COSMIC - VERSUS GOD OR SATAN (OR SOME OTHER DEITY/IES)!

!!

SESSIONTOOL

PERSONAL UNCERTAINTY OR SELF-

DOUBT, A STRUGGLE WITH CONSCIENCE  

WHEN IT COMES TO INTERACTING WITH YOUR CUSTOMERS, MORE ISN'T BETTER. !

HARVARD BUSINESS REVIEW_THREE MYTHS ABOUT WHAT CUSTOMERS WANT_KAREN FREEMAN, PATRICK SPENNER AND ANNA BIRD_MAI 2012

dominos p izza_turnaroundh t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = A H 5 R 5 6 j I L a g

83!

RELATIONAL WITH A LOVE INTEREST, FAMILY OR

FRIENDS, WORK COLLEAGUES!  

84!

SOCIETAL WITHIN THE CHARACTER’S

SOCIAL ENVIRONMENT!!  

85!

SITUATIONAL THE PHYSICAL ENVIRONMENT!

!!  

86!

COSMIC VERSUS GOD OR SATAN (OR

SOME OTHER DEITY/IES)!!!  

you admire a character for trying more than for their

successes. !

R U L E # 1T H E 2 2 R U L E S O F S T O R Y T E L L I N G , A C C O R D I N G T O

P I X A R _ E M M A C O A T S

FISHBONING

SESSIONTOOL

89!

90!

92!

!I N S I G H T S

AT THAT POINT: !SOMEONE WANTS SOMETHING VERY BADLY, AND IS HAVING A LOT OF TROUBLE GETTING IT. !

WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE NOW? ---------------------------------------------------------------------------------- WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/ LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE? ---------------------------------------------------------------------------------- WHAT NEEDS TO BE FOUGHT AGAINST AND WHY IS IT GOING TO BE SO HARD? ----------------------------------------------------------------------------------

1

2

3

WHAT IS THE PROBLEM TO

SOLVE?

WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE NOW? ---------------------------------------------------------------------------------- WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/ LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE? ---------------------------------------------------------------------------------- WHAT NEEDS TO BE FOUGHT AGAINST AND WHY IS IT GOING TO BE SO HARD? ----------------------------------------------------------------------------------

1

2

3

W H AT I S T H E P R O B L E M T O S O LV E ?

EXPLORE

W H A T I S I T A B O U T ?

MAP YOUR PLAN/ STORY

BUSINESS

COMPETITION

PEOPLE

COMMS

CULTURE

US

INTEGRATED STRAT & COMMS PLANNING

AD & MEDIA

CREATIVEBRIEF

P L A C E T H E W H A T I N T H E G R I P S O F R E A L I T Y

WHAT VS THE MARKET: WHAT VS THE COMPETITION WHAT VS HE COMMUNICATION WHAT VS THE PEOPLE

WHAT VS THE TRENDS ETC

CHANGE

T H E A G E N D A P A S S T H E T O R C H L I G H T T H E T O R C H

BIGorganising

IDEA

WHAT IS THIS ALL ABOUT?PLEASE, QUESTION

COMMS ARCHI

TECTURE

3 6 5 / O P T I M I Z AT I O N

SERENDIPITY WHAT HAVE YOU SEEN?

WHAT IS BIG?

STRATEGIC PLANHOW YOU GO FROM A (PROBLEM) TO B (OBJECTIVE)?

PROBLEM TO SOLVE

WHAT IS TO BE SOLVED?

WHAT IS THE STORY TO BE EXPERIENCED BY PEOPLE?

HOW YOU BRING THIS EXPERIENCE TO LIFE?

HOW YOU KNOW IF IT’S A SUCCESS

CLIENT BRIEF

HOW YOU KEEP MAKING IT BETTER, STRONGER, BIGGER, MORE EFFICIENT?

BRAND PURPOSE

SHORT TERM LONG TERM OBJ

DEMAND MAP

Q&A

INSIGHTS

MAKE THE PLAN

4

=WHAT IS THE STRATEGY?

what are we doing to get there?

=WHAT IS THE TASK? !VS THE PROBLEM TO SOLVE !

!WHAT’S THE ROLE FOR COMMS? !

105!

106!

107!

win florida by breaking down the

false perception

what are we doing to get there?

113!

>change the question how do you improve mouse traps ? = mouse traps solutions vs how to get rid of mice ? >storyboardingstart with 6 (goal) then 1 (starting point/ where you are today)…   

SESSIONTOOL

A

B

what are we doing to get there?

where are we now?  

where do we want to be?

what are we doing to get there?

what are we doing to get there?

what are we doing to get there?

=WHAT IS THE IDEA? !ORGANISING IDEA !

BIG IDEA

117!

118!

119!

120!

121!

THE IDEA IS YOUR !WAR CRY, SO !

NAME THE IDEA

DRAMA IN ANTICIPATION MINGLED WITH UNCERTAINTY !

!STRATEGY TOO.

"SEX IS VERY DIFFICULT IN ZERO GRAVITY, APPARENTLY, BECAUSE YOU

HAVE NO TRACTION AND YOU KEEP BUMPING AGAINST THE WALLS . . . !

YOU HAVE NO FRICTION, YOU HAVE NO RESISTANCE.  »

HOW WE ARE GOING TO SOLVE THE PROBLEM

WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE NOW? ---------------------------------------------------------------------------------- WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/ LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE? ---------------------------------------------------------------------------------- WHAT NEEDS TO BE FOUGHT AGAINST AND WHY IS IT GOING TO BE SO HARD? ---------------------------------------------------------------------------------- WHAT IS THE PLAN TO SOLVE THE PROBLEM? WHAT IS THE TASK AND WHAT IS THE BIG IDEA TO ACHIEVE IT? ----------------------------------------------------------------------------------

1

2

3

4

W H AT I S T H E P R O B L E M T O S O LV E

THE BATTLE

5

=HOW DOES THE IDEA COME TO LIFE?

= bring idea to life, activate

134!

135!

CREATIVE BRIEF

U s e a d v e r t i s i n g a s a s i g n p o s t t o i n v i t e p e o p l e t o w a n t t o d i s c o v e r m o r e o f t h e b r a n d

s t o r y

H e l p b r a n d f o l l o w e r s t o d i s c o v e r o u r

c o n t e n t fi r s t a n d w a n t t o b e t h e fi r s t

o n e s t o s h a r e

E x t e n d t h e o p p o r t u n i t y f o r o u r TA t o e n g a g e w i t h

t h e b r a n d s t o r y a n d w a n t t o s e a r c h f o r

m o r e

C o m m u n i c a t e t h e d e t a i l s o f

t h e o f f e r i n t h e m o s t

c u s t o m i z e d w a y t o f a c i l i t a t e

a c t i v e m a p p i n g

I n s p i r e u s e r s t o b e c o m e a d v o c a t e s f o r t h e b r a n d

a n d w a n t t o p a y m o r e f o r m o r e o f R e n a u l t

EXPERIENCE JOURNEY

ROLES FOR COMMS

COMMS BRIEF TEMPLATE

D E S I R E D A U D I E N C E B E H A V I O U R

A S S E T S & IDEAS WE’LL C R E A T E

C H A N N E L STO ACTIVATE

INVITEUse advertising as a signpost to invite people to want to discover more of the brand story

CONVINCE engage audience attention via content and personal interactive media to make them want to share and search for more

ADVOCACYInspire users to become advocates and want to pay more for more of the brand via direct relationship based media

ACTION ACTIVITIES KEY CHANNELS

CONVERT communicate the details of the offer in the most customized way via performance media to drive purchase conversion

SHAR

Em

ake

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ared

at e

very

sta

ge v

ia s

ocia

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ia

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ugh

whi

ch p

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com

men

t

I see an ad, I see a the brand/ product that makes me want to discover more

of the brand story

I engage with the brand content and I want to be

the first one to share/ search for more of the

product

I actively evaluate the product against my needs & wants until I want to buy

it

I use the product, I’m involved in a relationship with the brand and I want to share my experience with others/ want more

services

BRAND PURPOSE:______________________________________________OVERALL PROBLEM TO SOLVE/ TASK:_____________________________________________BIG (ORGANISING) IDEA: ________________________________________

INTEGRATED BRIEF

HOW WE SOLVE THE PROBLEM

WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE NOW? ---------------------------------------------------------------------------------- WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/ LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE? ---------------------------------------------------------------------------------- WHAT NEEDS TO BE FOUGHT AGAINST AND WHY IS IT GOING TO BE SO HARD? ---------------------------------------------------------------------------------- WHAT IS THE PLAN TO SOLVE THE PROBLEM? WHAT IS THE TASK AND WHAT IS THE BIG IDEA TO ACHIEVE IT? ---------------------------------------------------------------------------------- HOW DOES THE IDEA LIVES CONCRETELY? ---------------------------------------------------------------------------------

1

2

3

4

5

W H AT I S T H E P R O B L E M T O S O LV E

H O W W E S O LV E I T

SELF-REVELATION

6

=WHO HAVE YOU BECOME?

WHAT IS YOUR NEW POSITIONING, YOUR NEW ROLE TO PLAY?

WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE NOW? ---------------------------------------------------------------------------------- WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/ LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE? ---------------------------------------------------------------------------------- WHAT NEEDS TO BE FOUGHT AGAINST AND WHY IS IT GOING TO BE SO HARD? ---------------------------------------------------------------------------------- WHAT IS THE PLAN TO SOLVE THE PROBLEM? WHAT IS THE TASK AND WHAT IS THE BIG IDEA TO ACHIEVE IT? ---------------------------------------------------------------------------------- HOW DOES THE IDEA LIVES CONCRETELY? --------------------------------------------------------------------------------- WHO HAVE YOU BECOME AFTER ALL THIS? ----------------------------------------------------------------------------------

1

2

3

4

5

6

W H AT I S T H E P R O B L E M T O S O LV E

H O W W E S O LV E I T

NEW EQUILIBRIUM

7

=WHAT IS NOW RADICALLY

DIFFERENT AND WHAT IS GOING TO

START NOW?

=PICTURE ! THE NEW !

ORDER !

!THIS IS ALSO A NEW

STARTING POINT. THE NEXT STORY WON’T BE BASED ON

THE SAME SETTINGS.

CINDERELLA IS A MOM

AFTER EVER AFTER_JON COZART

HOW WE KNOW IT’S A

SUCCESS

WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE NOW? ---------------------------------------------------------------------------------- WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/ LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE? ---------------------------------------------------------------------------------- WHAT NEEDS TO BE FOUGHT AGAINST AND WHY IS IT GOING TO BE SO HARD? ---------------------------------------------------------------------------------- WHAT IS THE PLAN TO SOLVE THE PROBLEM? WHAT IS THE TASK AND WHAT IS THE BIG IDEA TO ACHIEVE IT? ---------------------------------------------------------------------------------- HOW DOES THE IDEA LIVES CONCRETELY? --------------------------------------------------------------------------------- WHO HAVE YOU BECOME AFTER ALL THIS? ---------------------------------------------------------------------------------- WHAT DOES THE NEW WORLD LOOK LIKE? AND WHAT IS GOING TO START NOW? ----------------------------------------------------------------------------------

1

2

3

4

5

6

7

W H AT I S T H E P R O B L E M T O S O LV E

H O W W E S O LV E I T

H O W W E K N O W I T ’ S A S U C C E S S

IL ETAIT UNE FOIS ____________ (MARQUE) QUI ___________________________________________________________________________________________________________________ (WEAKNESS).

POURTANT ____________ (MARQUE) VOULAIT ABSOLUMENT ______________________________________________________________________________________________________________________(DESIRE).

OR, C’ETAIT COMPLIQUE ________________________________ _____________________________________________________(OPPONENT).

__________ (MARQUE) DECIDA ALORS DE ______________________________________________________________________________________________________________________________________________________________________________________(PLAN)

DE LA MANIERE SUIVANTE: _____________________________________________________________________________________________________________________________________________________________________________________(BATTLE).

EN CONSEQUENCE DE QUOI, ___________ (MARQUE) DEVINT ______________________________________________ (SELF-REVELATION).

CE QUI EUT POUR EFFET DE ______________________________________________________________________________________________________________(NEW EQUILIBRIUM).

EXPLORE

W H A T I S I T A B O U T ?

MAP YOUR PLAN/ STORY

BUSINESS

COMPETITION

PEOPLE

COMMS

CULTURE

US

INTEGRATED STRAT & COMMS PLANNING

AD & MEDIA

CREATIVEBRIEF

P L A C E T H E W H A T I N T H E G R I P S O F R E A L I T Y

WHAT VS THE MARKET: WHAT VS THE COMPETITION WHAT VS HE COMMUNICATION WHAT VS THE PEOPLE

WHAT VS THE TRENDS ETC

CHANGE

T H E A G E N D A P A S S T H E T O R C H L I G H T T H E T O R C H

BIGIDEA

WHAT IS THIS ALL ABOUT?PLEASE, QUESTION

COMMS ARCHI

TECTURE

3 6 5 / O P T I M I Z AT I O N

SERENDIPITY WHAT HAVE YOU SEEN?

WHAT IS BIG?

STRATEGIC PLANHOW YOU GO FROM A (PROBLEM) TO B (OBJECTIVE)?

PROBLEM TO SOLVE

WHAT IS TO BE SOLVED?

WHAT IS THE STORY TO BE EXPERIENCED BY PEOPLE?

HOW YOU BRING THIS EXPERIENCE TO LIFE?

HOW YOU KNOW IF IT’S A SUCCESS

CLIENT BRIEF

HOW YOU KEEP MAKING IT BETTER, STRONGER, BIGGER, MORE EFFICIENT?

Q&A

INSIGHTS