Florida State University

I’m a creative director in a digital advertising agency, and my main focus is to successfully make clients  and people fell in love with the ideas that we create for our brands and by doing that, get to know the  consumer in a more deeply and emotional way, that’s the reason why I use storytelling all the time, to  elaborate a history and paint the idea whit details and passion that will make the public to accompany  us on the way to discover the product.

So this is the story of “Biblioteca BRITANICO” (the name of the Father Saturnino Urios University, a language  institute to learn British English in Peru) our client, that one day came with the challenge to make more  students to come to the library and use all the services they provide, especially because they were  register a lack of attendant the last four months.

After we make a serious of ethnographic interviews we make and amazing discovery of how students  perceive the library. You see, one of the main reasons for the lack of attendance in those months was  precisely because there were no classes and the students did not really have a strong emotional  connection with the library so nothing called them to have to attend at that time and mostly preferred  to go to the national library.

That was the key of our beginning to decide to create a storytelling with the students through the social  networks, by using a novel format known as canvas for facebook, that allows the user to interact with  images, photos, videos and sounds from a smartphone, we created a story taking advantage of the  context of Halloween to tell the events that would happen to a student if it was locked overnight in the  Ain  Shams University this night of fear.

The story was simple, a student who uses the various library services falls asleep on Halloween night and  wanders enclosed in the library, gradually starts to hear noises as he walks the library halls, until he  meets a ghostly entity who has decided never to leave the library because she loves to remember the  past and live thousands of adventures through books. This friendly ghost takes the student on a journey  to learn about the history of the library, its past, and the people who have visited it, to finally remind  him that the library not only houses study books but also comics and graphic novels that she, as well as  our student, loves to read. In the end our main character leaves with the promise of return to visit his  ghostly friend and read some more books alone with her.

The students were fascinated by the story that also contained insights that we collected from the  interviews with them, such as using certain books, common problems with the computers, or not  understanding how to withdraw and return certain publications. In addition, to ensure that students can  always be in constant communication with the library, we invite them to tell us what their own stories  have been in the library in order to create new projects in a future that involves them directly, so the  students who told their stories won memberships to be able to attend projections and events of the  library totally free.

For me the most important thing to be able to create a transcendent storytelling is the truthfulness and  the passion with which to create it. In this case we knew our audience thoroughly and we were able to

really discover what was the main problem that kept them away from the library, and I can proudly say  that students have started attending in much greater numbers during the holidays, dates on which now  the library is filled with readers of comics and novels that have a connection with the “Biblioteca  BRITANICO” . For me the lesson learned is to always take advantage of the circumstances that present  the challenges to be able to leave more reinforced with the learning they leave us.


Florida State University I ’m a creative director in a digital advertising agency , and my main focus is to successfully make clients and people fell in love with the ideas that we create for our brands and by doing that , get to know the consumer in a more deeply and emotional way , that ’s the reason why I use storytelling all the time , to elaborate a history and paint the idea whit details and passion that will make the public to accompany us on the way to discover the product . So this is the story of “ Biblioteca BRITANICO ” ( the name of the Father Saturnino Urios University , a language institute to learn British English in Peru ) our client , that one day came with the challenge to make more students to come to the library and use all the services they provide , especially because they were register a lack of attendant the last four months . After we make a serious of ethnographic interviews we make and amazing discovery of how students perceive the library . You see , one of the main reasons for the lack of attendance in those months was precisely because there were no classes and the students did not really have a strong emotional connection with the library so nothing called them to have to attend at that time and mostly preferred to go to the national library . That was the key of our beginning to decide to create a storytelling with the students through the social networks , by using a novel format known as canvas for facebook , that allows the user to interact with images , photos , videos and sounds from a smartphone , we created a story taking advantage of the context of Halloween to tell the events that would happen to a student if it was locked overnight in the Ain Shams University this night of fear . The story was simple , a student who uses the various library services falls asleep on Halloween night and wanders enclosed in the library , gradually starts to hear noises as he walks the library halls , until he meets a ghostly entity who has decided never to leave the library because she loves to remember the past and live thousands of adventures through books . This friendly ghost takes the student on a journey to learn about the history of the library , its past , and the people who have visited it , to finally remind him that the library not only houses study books but also comics and graphic novels that she , as well as our student , loves to read . In the end our main character leaves with the promise of return to visit his ghostly friend and read some more books alone with her . The students were fascinated by the story that also contained insights that we collected from the interviews with them , such as using certain books , common problems with the computers , or not understanding how to withdraw and return certain publications . In addition , to ensure that students can always be in constant communication with the library , we invite them to tell us what their own stories have been in the library in order to create new projects in a future that involves them directly , so the students who told their stories won memberships to be able to attend projections and events of the library totally free . For me the most important thing to be able to create a transcendent storytelling is the truthfulness and the passion with which to create it . In this case we knew our audience thoroughly and we were able to really discover what was the main problem that kept them away from the library , and I can proudly say that students have started attending in much greater numbers during the holidays , dates on which now the library is filled with readers of comics and novels that have a connection with the “ Biblioteca BRITANICO ” . For me the lesson learned is to always take advantage of the circumstances that present the challenges to be able to leave more reinforced with the learning they leave us .