Learn with mother: eight things brands can learn from bedtime stories

During a session at this year’s Spikes Asia creative content agency Evidently offered eight lessons brands can take away from bedtime stories, handily illustrated with ads.

“You’ve got a lot to learn from a medium with what you’re probably very familiar with, bed time stories,” says Evidently CEO Daniel Zeff said:

The lessons are as follows:

1. Bedtime stories follow a simple narrative structure with a twist

2. They take familiar situations and re-contextualise them, offering something different.

“It releases us from the day-to-day world and transports us into the more inviting world of the possible,” said Lavalette.

3. They instantly establish their own reality

4. Truth is at the core

5. They constantly evolve their media

“Dumb Ways to Die, it embraced games, story books, cuddly toys and the hit song on the radio and iTunes,” said Lavalette.

6. They create a single shared experience

“Great content finds the ability to talk to many different audiences by creating a shared experience,” said Zeff.

7. They make responding irresistible

“You always have to be sucked in to being a participant,” said Zeff.

8. Poetry pleases

“It is challenging when you have deadlines and clients who forget that our business is a craft,” said Zeff. “Brilliant craft makes better work.”

Miranda Ward at Spikes Asia


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