Around the Digital Campfire with Matthew Barnett and Tatjana Green OVERVIEW Brands are no longer limited to the traditional 30sec TV spot to get their story to an audience. The world of digital storytelling has not only opened the doors to long form, interactive pieces, it has also created an almost insatiable demand for content. So how can brands best utilize the ability to tell more in-depth stories, without succumbing to the pitfalls of an audience who has become more adverse to being “advertised” to? How can creatives produce more opportunities for high impact work, while budgets for digital are still well below that of traditional, televised content? Presented at FITC Toronto 2014 on April 27-29, 2014 More info at www.FITC.ca

1. AROUND THE
DIGITAL CAMPFIRE
TELLING STORIES IN AN ONLINE SPACE
Sunday, April 27, 14

2. BEFORE WE TOLD STORIES
WE SKEWED PERCEPTIONS
Sunday, April 27, 14

3. THE FIRST SPARK
Sunday, April 27, 14

4. Sunday, April 27, 14

5. TELL A STORY WORTH LISTENING TO
& AUDIENCES WILL PAY ATTENTION
Sunday, April 27, 14

6. AD LIFE VS REAL LIFE
Sunday, April 27, 14

7. In “ad life”, people interact with products in ways
that no human ever would... or should. These ads
reflect the way the advertisers want their
audience to revel in their product, rather than the
way it actually integrates into their life.
Sunday, April 27, 14

8. FACEBOOK
HOW IT LOOKS
FROM THE INSIDE
Sunday, April 27, 14

9. Sunday, April 27, 14

10. FACEBOOK
HOW IT LOOKS
WITH SOME INSIGHT
Sunday, April 27, 14

11. Sunday, April 27, 14

12. SO WHAT HAS CHANGED?
Sunday, April 27, 14

13. WE’VE BEEN CONVINCED THAT WE’RE ALL
BEAUTIFUL SNOWFLAKES... AND WE THINK WE
DESERVE TO BE TREATED AS SUCH. IT’S NO LONGER
ABOUT HOW A BRAND CAN IMPROVE OR CHANGE
YOUR LIFE. IT’S ABOUT HOW WELL IT CAN
INTEGRATE INTO YOUR VISION OF YOUR LIFE.
Sunday, April 27, 14

14. PRODUCT PLACEMENT IS NOW
LIFESTYLE ENDORSEMENT
Sunday, April 27, 14

15. MEET ANDREW, MOmo
& the Sony xperia
Sunday, April 27, 14

16. With 180k instagram followers, and
legitimate online cred, SONY found a
“personal brand” that they could
integrate with.
SPOKES PEOPLE ARE NOW REAL PEOPLE
Sunday, April 27, 14

17. Sunday, April 27, 14

18. HOW THE STORY WAS TOLD
- Film played online at MTV.ca & promoted
through their media channels & Andrew’s.
- Viewers sent through their own themed pics via
campaign specific hashtags.
- Gallery was housed on MTV.ca with viewers
being encouraged to vote on their top pics
Sunday, April 27, 14

19. WE ARE CURATORS OF OUR OWN ONLINE LIFE
WE DON’T WANT BRAND STORIES, WE WANT
STORIES ABOUT US.
Sunday, April 27, 14

20. WE’RE ALL CONSENTING ADULTS HERE.
LET’S TALK ABOUT AN OPEN
RELATIONSHIP
Sunday, April 27, 14

21. FORD, MTV & A BIG BUNCH
OF MUSICIANS
Sunday, April 27, 14

22. Sunday, April 27, 14

23. CONTENTWHERE THERE’S A HUNGER, THERE’S AN OPPORTUNITY
Sunday, April 27, 14

24. GO TELL yOUR STORY
Sunday, April 27, 14