Thursday Thinky: Storytelling, Emotions & Actions
Who does not like a good story?
As much as we like to think that we are rational animals, our behavior and decision making are controlled by our limbic system. The part of the brain that is responsible for our feelings and emotions (if you want to know more on this topic, google Simon Sinek or click here). As Amy, the creator of the Thinky once said, “You can’t move someone to act, if you don’t first move them to feel”. That’s why stories are such a powerful tool.
Whether it starts with “once upon a time” or “I have a dream” — MLK Day is coming! — good storytelling resonates with us. That’s why today’s Thinky is dedicated to good, and not-so-good, instances of storytelling. We will highlight Campaign US top 5 PSA of 2019 and take a deeper look into 3 of them. We will also bring back our “Brands that caught our eye” section with an “all in” approach to CSR from Timberland and a useful and compassionate initiative from Optus, an Australian phone company.
Here we go!
Campaign US named their 5 best PSA of 2019. Much of the work they’ve highlighted is worth revisiting, whether as examples of how tell incredible stories that connect and compel, or how they could have been told better. Two of their top picks appeared in previous Thinkies as great examples of the power of story and unexpectedness to connect and resonate. We won’t go into all of the reasons these are wonderful–just click below to read back our review 🙂
Below is our take on the other 3:
Ad Council – A Mother’s Story
Thinky Grade: C-
US Dpt of Health & Human Services’ Administration for Children & Families – Dance Like a Dad
Thinky Grade: A
Movember – Man of more words
Brands That Caught Our Eye
Timberland –Taking on retail as its next proof point of becoming an eco-sustainable brand (The Drum)
But from a physical brand experience perspective, part of me wishes they had done something bigger than these “purpose-led” flagship stores in London, NY, and Philly with “real trees, a full-height living green wall, and natural elements throughout.” I had the chance to visit their pop up store in Mexico City and the experience doesn’t feel that differentiated. It’s just… clean. Why not open stores in literal treehouses? Or for that matter, wall-less stores in parks? Sure, that’s not a long-term solution, but if raising awareness of their efforts is the first step, why not go big and unexpected to hook people in–then get them on board.
Thinky Grade: B-
Optus – Allowing people to donate their data to those who can’t afford it (The Drum)
If you’re looking for ways to help Australia in the wake of the devastating fires, we have tips.
There’s so much more to talk about when it comes to effectiveness and measurement…but that’s a post for another day. Thanks for reading today’s Thinky. See you next week!
PS: If any of the above made your wheels spin, we’d love to hear your thoughts–get in touch with us!
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