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Session Overview

James Crawley and Brian Merrifield, co-founders of Common Ventures, present how best to tell a compelling story in a campaign.

They focus on two central principles: make it different and make it human.

By doing this, you can instigate a behavioral change through your message and make your communication effective. The duo explains why we should abide by their two guiding beliefs when presenting a creative message.

Our brains are consumed by difference. So, by communicating something unusual, we are forced to react to it. This makes for an engaging story. Emotional connectivity through human storytelling will also enable your message to have a significantly cut-through.

This presentation is an informative resource on the do's and don’ts of a visual campaign.

After watching this video, you will:

  • Learn the two key principles to connect your story with the audience.
  • Appreciate the importance of using emotion to generate behavioral change in your audience.
  • Understand the pros and cons of video and static images.

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