Content agency Lush launches branded entertainment arm Dear Storyteller
West Australian content agency Lush has launched a branded entertainment arm, Dear Storyteller.
Dear Storyteller promises to offer video content that “enables brands to effectively align their values and beliefs with their business, and project this to consumers”.
Content agency Lush has launched a branded entertainment arm Dear Storyteller
Lush creative strategist, Michael Drysdale, said: “More and more we’re seeing consumers migrate toward ad-free platforms. The conventions of traditional advertising are dying and their effectiveness is at an all-time low. We hover over ‘skip ad’ buttons on YouTube, and a recent study has shown that people have trained their eyes to avoid banner advertisements online.
“Our mission with Dear Storyteller is to follow the lead of the world’s best companies and create genuinely values-based, story-driven, branded entertainment that is valued by the customer and anticipated instead of reviled.”
Dear Storyteller has already worked with Uniting Care West, producing a three-minute film ahead of Homelessness Week, aiming to increase the visibility of homelessness in Western Australia.
Amanda Hunt, CEO at Uniting Care West, said: “People want a valued place in society, a place to belong where they can be seen as citizens in our community.
“This story is about challenging the myths and stereotypes of those who are experiencing homelessness … they are actually resilient, brave, and capable of contributing to society. With a little imagination – and magic – people can be truly ‘seen’ for who they are.”
Drysdale added: “By focusing on story we’ve been able to spark curiosity and interest … by the time audiences reach the story’s climax, we’ve pushed them over an emotional threshold and inspired them to act.”
