esomar berlin - learning from lucas
TRANSCRIPT
Dr Nick Coates | C Space Richard Drury | Walgreens Boots AllianceESOMAR Qualitative, Berlin 2016
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Life on Tatooine can be safe, but frustrating
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And we have some status issues
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Into the Trash Compactor
We’re spending our time in the wrong places
After nourishment, shelter and companionship, stories are the thing we need most in the world.
““
- Philip Pullman
A grammar of human experience, a universal
blueprint
Stories create meaning
Stories help dramatise
Stories increase empathy
Stories make memories
But how do we do it?COPY FROM FILM
SCRIPT PRODUCTION THEATRE SOCIAL OBJECT
The film value chain
SCRIPT
Stories not findings
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Getting to the final script was a collaboration
Our challenge: from marking homework…
…to collaborative story-telling
That creates strong characters
Design not data
PRODUCTION
From the ‘library’ paradigm…
To a living, breathing, body of work
Creating a coherent insight ‘world’
Showcasing our best thinking
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Dramatising characters in our own mini-films
THEATRE
Drama not debrief
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Lucas got the theatricality of film experience
Which is why we no longer do ‘debriefs’…
…why we favour games and experiences…
…and why, often, insight is immersive discovery
SOCIAL OBJECT
Memories not ‘meh’
Toys and trailers make film more social
We use multimedia to help share content
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Create simple insight trailers…
And put our content in social spaces
Know your audienceBe clear about context
Steal with prideDesign distinctive
Be brave!