Challenge and Selection:

Storytelling is used in design as a technique to get insight into users, build empathy  and access them emotionally. With stories, designers speak via Aristotle’s points of  plot, character, theme, diction, melody, décor and spectacle to increase the appeal  of what they offer and provide a solid understanding of the users. As we learn about  our world through metaphors, not bullet-point specifications, storytelling is the best  way to relate to audiences. Effective storytelling means going beyond getting users  emotionally invested, to keeping them engaged after their experiences, too, so they  attach more meaning to our products/services. Brands do this—building an “auxiliary  product” of an experience to advertise their goods and idealized lifestyles. When I  work with seniors, we share stories for different reasons. Often they're lonely and are  so happy to share stories of their lives with me to connect and they find meaning in  sharing these experiences as a form of teaching and/or legacy, in a sense. I use this  information to develop different strategies to try and find a way that works for them to  gain more independence in the areas they find lacking in their lives.

Application:

Have you seen this Guinness marketing video? A significant change in the

Guinness marketing strategy we believe. The strategy is using simple storytelling to  gain our attention. Refreshing. Let’s examine this video and strategy and what  contributes to their strengths and weaknesses. We want to evaluate if it has the ability  to influence and persuade with its storytelling. Everyone hates TV commercials, and  this is a well-known fact amongst the people who make TV commercials. Fortunately,  a few brands and ad agencies are turning things around with genuine, heartfelt  storytelling marketing. Guinness is trying to become one of these brands.

Insight and Approach:

As you can see, this Guinness ad veers away from the clichéd beer model and

creates its own: beer-drinking, manly men that can be both strong and sensitive. It  also creates an impactful and unique message promoting qualities like dedication,  loyalty and friendship: Guinness is no stranger to effective video marketing. This new  video reached three million views within four days of online release. A simple plot; a  game of wheelchair basketball followed by a pint of Guinness. The twist is that only  one of the men in the group is an actual wheelchair user — the rest, it seems, are his  friends who are playing wheelchair basketball so that they can all play together.

Guinness flips the switch by presenting a group of athletic, beer-drinking men

who are defined as much by their kindness as their physical strength.”

The reason I admire this story so much is simple: it’s different, thoughtful and

has an unexpected ending. While many beer advertisements rely on slapstick humor,  an overkill of masculinity and a simple message, “drink our beer,” this one takes a  different approach. It is both effective and creative.


Challenge and Selection : Storytelling is used in design as a technique to get insight into users , build empathy and access them emotionally . With stories , designers speak via Aristotle ’s points of plot , character , theme , diction , melody , décor and spectacle to increase the appeal of what they offer and provide a solid understanding of the users . As we learn about our world through metaphors , not bullet - point specifications , storytelling is the best way to relate to audiences . Effective storytelling means going beyond getting users emotionally invested , to keeping them engaged after their experiences , too , so they attach more meaning to our products / services . Brands do this — building an “ auxiliary product ” of an experience to advertise their goods and idealized lifestyles . When I work with seniors , we share stories for different reasons . Often they 're lonely and are so happy to share stories of their lives with me to connect and they find meaning in sharing these experiences as a form of teaching and/or legacy , in a sense . I use this information to develop different strategies to try and find a way that works for them to gain more independence in the areas they find lacking in their lives . Application : Have you seen this Guinness marketing video ? A significant change in the Guinness marketing strategy we believe . The strategy is using simple storytelling to gain our attention . Refreshing . Let ’s examine this video and strategy and what contributes to their strengths and weaknesses . We want to evaluate if it has the ability to influence and persuade with its storytelling . Everyone hates TV commercials , and this is a well - known fact amongst the people who make TV commercials . Fortunately , a few brands and ad agencies are turning things around with genuine , heartfelt storytelling marketing . Guinness is trying to become one of these brands . Insight and Approach : As you can see , this Guinness ad veers away from the clichéd beer model and creates its own : beer - drinking , manly men that can be both strong and sensitive . It also creates an impactful and unique message promoting qualities like dedication , loyalty and friendship : Guinness is no stranger to effective video marketing . This new video reached three million views within four days of online release . A simple plot ; a game of wheelchair basketball followed by a pint of Guinness . The twist is that only one of the men in the group is an actual wheelchair user — the rest , it seems , are his friends who are playing wheelchair basketball so that they can all play together . Guinness flips the switch by presenting a group of athletic , beer - drinking men who are defined as much by their kindness as their physical strength . ” The reason I admire this story so much is simple : it ’s different , thoughtful and has an unexpected ending . While many beer advertisements rely on slapstick humor , an overkill of masculinity and a simple message , “ drink our beer , ” this one takes a different approach . It is both effective and creative .