One of the challenges of digital storytelling is combining consistency and expertise. On the one hand there is a need to construct a simple and compelling message and then you need the expertise to ensure that the message resonates with your audience in a range of formats, is flexible enough to work in a variety of formats … and has a certain "talkability" … that it induces conversation.
Here is a nice example of integrated, digital storytelling. It is not comprehensive, but what it does, it does well (apparently this has been floating around for some time, but I only just saw it over at Scamp’s blog). It is a TVC by JWT France … but it also has a very nice microsite attached to it.
For me, this works for the following reasons:
- It has a Promiscuous Idea — at the heart of the messaging is a "promiscuous idea" (this was my topic for the Age of Conversation) … this is a concept that finds its way out — it reaches the audience, it taps into our emotions and it drives our creative processes.
- The tactical execution IS the strategy — I have ranted on about this before, but this is a great example. Watch the ease with which the "consumer" moves from passively watching a TVC to actively exploring the website to participating in some of the digital activites (making a tattoo, playing a game) … to COMPETING against each other for a high score. BTW … Anyone who can find a way to measure time with brand/immersion for these types of projects will be hailed as a god 😉
I would have liked to have seen some more viral enablement … being able to "send to a dad" etc (or perhaps this was there but escaped my school boy French vocabulary), but overall it is a neat execution. And, as Scamp points out, the Freudian undertones are delicious and slightly weird.