Storyscaping: Stop Creating Ads, Start Creating Worlds

Praise for Storyscaping: Stop Creating Ads, Start Creating Worlds "Bravo Gaston Legorburu and Darren McColl. Storyscaping: Stop Creating Ads, Start Creating Worlds is a blockbuster tale about stories and the power they have to turn brands into stands. In a world that is ad rich and idea poor, these authors are the heroes who will save your job and career by giving you the ultimate tool for the next generation of marketers: the great story." — Joey Reiman , CEO, BrightHouse, Author of The Story of Purpose " Storyscaping is a unique and immediately applicable way for a brand to tell their whole story, across all the channels necessary. In today's ever-changing media landscape it is important for brands to get the entire picture, not just a few pieces. This is a must-read for anyone in the marketing and media ecosystem." — Nancy Hill , President and CEO, American Association of Advertising Agencies "I have known Gaston for years. He has always been a big advocate of story and storytelling systems. In this book he reveals his in-depth passion alongside a set of inspirational practices that will help us all become better storytellers, better storydoers, and better storysystems builders." — Jonathan Mildenhall , Senior Vice President, Integrated Marketing Content and Design Excellence, The Coca-Cola Company "As an actor and producer, I'm immersed in the world of story telling. Today's consumer expects more engagement and interaction with brands and products. Darren (Daz) is one of the most insightful guys I know in the world of marketing, and he and Gaston's work on Storyscaping will change the way we look at telling stories to consumers long into the future." — Omar epps , Actor, Producer, Media Entrepreneur

Acknowledgments vii About the Authors viii PART ONE Great Storytelling Alone Won’t Save Your Business 1 00 INTRODUCTION 3 01 FROM THE CAMPFIRE 17 02 YOUR FIRST KISS 35 03 BRAVE NEW WORLDS 55 PART TWO Storyscaping Immersive Experiences for Powerful Brand and Consumer Connections 77 04 THE STORYSCAPING MODEL 79 05 POWER OF WHY 91 06 WALK THE WALK 107 07 INSIGHT TO DESIRE 125 08 IN THEIR SHOES 143 09 THE ORGANIZING IDEA 165 10 MEET YOUR STORYSCAPE 181 11 WORLDS THAT SELL 199 12 SHOCK YOUR CULTURE 219 References 231 Index 241

GASTON LEGORBURU is Worldwide Chief Creative Officer of SapientNitro, a new breed of agency that is redefining storytelling for an always-on world. Recognized by Adweek 50 as a game-changer who is modeling the agency of the future, Gaston sets much of the strategic and creative vision for the agency and provides clients forward-thinking insights on their most critical marketing challenges. This has earned him the honor of many recognitions in marketing and advertising and a seat on the juries of such prestigious advertising award shows as D&AD, Cannes Festival of Creativity, ADC, the One Show and the Webbys. DARREN McCOLL is the Global Chief Strategy Officer of SapientNitro, where he collaborates with global teams and clients to help create worlds of immersive stories and experiences. "Daz" as he is known, brings insight and strategic guidance to many of the world's biggest brands including: Virgin, McDonald's, Nestlé, Mars, Foster's, Burger King, Subway, Footlocker, ESPN, Volvo, Chrysler and Coca-Cola. He is a sought after speaker with experience that spans markets worldwide and his work has earned him many awards including: Effies, New York Festivals, The One Show, Clios, D&AD (Black Pencils), and three coveted Cannes Lions Grand Prix.