Stop Selling, Start Telling

It’s the end of an era
— Jeff Rosenblum, documentary filmmaker and author

The next time you sit down to stream a video or watch a television show, consider the advertisements and brands. Take Guinness, for example. They have a choice: slow-motion shots of their beer, or the story of friends playing basketball in wheelchairs before going to the bar. The difference between the two? One tells the audience what they are selling. The other reveals who they are as a company and why you identify with their values.

In a culture defined by technology, the obsession with our screens has heightened.

The consumer attention span is becoming shorter, making it harder for companies to find their voice and reach desensitized audiences. We only have so much patience for looking at our screens, but it if there is an emotional connection present, it could be profitable.

In this crowded marketplace, the only way to reverse conventional advertising and building a connection with audiences is through the use of  storytelling. In fact, consumer behavior often swings in favor of emotionally rich and character-driven stories that appeal to our senses. Studies in consumer psychology have proven how integrating storytelling into the market has been a powerful device. 

“Stories are remembered up to 22 times more than facts alone,”
— Jennifer Aaker, Stanford University

Using stories to bridge the gap between a consumer and a product forms a valuable emotional connection. At Windy, we are committed to creating honest connections with our audiences. 

The Power of Recovery

Client: Solidworks

Agency: Small Army

 

Although social impact isn't inherent to all of our client's businesses, an important part of our mission is to communicate how they make positive impact in the lives of a community or a single individual. Solidworks, for example, makes 3D design software.  Their corporate story isn’t inherently about social impact, but they have many stories of customers who are using the Solidworks software for good. 

SOLIDWORKS is one of many clients that has conveyed our purpose. The Boston area, specifically, has provided us a foundation to succeed in this style of storytelling. Fostered by fixers, entrepreneurs, and problem solvers, their stories have deep resonance in the human experience.

Clients in contact with us are commonly unfamiliar with emotional, honest narrative that differs from the typical product-focused content. So, the question is, how can we, as storytellers, entice our clients to test new waters and commit to our vision? The answer: Higher return and a smarter investment.

Our productions are less about the excessive crew, equipment, and the soaring costs that follow, but more about the higher quality of a story’s content and production value. By investing less money for excessive uses, clients will be able to  devote their resources toward crafting ideas that stick with consumers and connect on the level of human emotion.

Pointing the camera at the product just isn't cutting it anymore, and that's a good thing for everyone.

 

We strongly believe the future of advertising lies in honest, intimate, character-driven stories. Universal, authentic narratives transcend all that divide us, and when we harness the power of new media to reach new audiences, we create can create truly meaningful impressions.