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High Five in association withThe Immortal Awards
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High Five: Single Source Storytelling

08/03/2023
Marketing & PR
London, UK
189
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Jen Dobbie, creative director at Hotwire, Sydney, shares five pieces of work that deliver on her imperatives of emotion and efficiency through single source storytelling

As the phrase ‘do more with less’ becomes frighteningly ubiquitous, single source storytelling is a drum that’s well worth beating. Done right, narrowing down on a single story smashes the silos that sales, marketing, brand and comms create assets from. It unifies a fragmented content-verse, serving consistent, platform agnostic messaging to market - and it delivers through the funnel, driving reputation, revenue and relationships. No matter the industry, medium or moment in time, laddering messaging back to a single shared starting-point is emotive and effective. So, my High Five is a selection of mastery in the art of single source storytelling, in some cases distilling it down to a single word...



Heinz - 'Beanz Meinz Heinz' x 'It Has To Be Heinz'

Agency: Y&R London (1967) x Rethink Canada (2021)

Single source: brand purpose. From baked beans to red sauce, Heinz is the epitome of a single message - let’s make life delicious, and in this case, it pulled through all the way from brand purpose to supermarket shelf. It worked so well, that from 1967 onwards they made it their business to build product and brand awareness without the product and / or without the brandmark. Perfected product and single 'sauce' messaging (sorry not sorry) = the simplest, most memorable way to connect. Life without their products? Seriously undelicious...



Google - 'The Google Doodle'

Agency: Google Creative Lab, Doodlers

Single source: how discovering new information makes you feel. A product so simple yet so powerful, it's changed knowledge dissemination forever. A case study on leading with emotion for a tech brand and experience, I’m choosing its iconic 'Doodles' as my high point for sheer customer connection. Often the most visited site on the web, and with 88.4 billion hits per month at the end of 2022, the masthead real estate celebrates locally and globally significant days to tell a tale of how it feels to search on Google - not what the tech is capable of. The immediacy of emotional connection, over the rational, in a single spot of real estate is a considered - and powerful - single source of storytelling.



Hoover - 'Beat the Rug'

Agency: Erwin Wasey & Co


Single source: the product / name combo. I was today years old when I discovered that Hoover also make products that aren’t vacuum cleaners. So, this nod on our single source journey is to the product. Tempting for many clients to try, this one requires your product to be 1) first, 2) best, 3) unique, or the golden trifecta - all three. Usually for tech brand lovers, this spot would go to Apple. I’m all about the verbal, not the visual. So, Hoover it is. And you’re right. I could have picked Google for this too, if the single source is about the verbification of a product / name. Perhaps if I didn’t grow up in the UK, or the Google 'Doodle' wasn’t so iconic, I would have. (Side note: is anyone else thinking "I pity the fool” when they see this ad? Showing my age...)



BBC - BBC First Channel Idents

Agency: In-house at BBC Creative
Production: Vandal


Single source: the first place you turn. Expanding their offering in the last decade meant the BBC had an unusual positioning to occupy - that of creating awareness. Playing on the fact that, for its billions of viewers, it’s the first place they turn to for facts, fun and drama, the BBC named their exclusive drama channel ‘BBC First’. These beautiful new channel idents celebrate a centenary of single source storytelling using rich, textural visual metaphors of interwoven stories, leaving the viewer in no doubt that this is a premium, first-to-air content creator. I love this local, modern iteration of the classic brand, for delivering in brand assets what it means to be the single source of anything in our fragmented content-verse.



Toyota Australia - 'Nothing Soft Gets In'

Agency: Saatchi & Saatchi Australia
Production: Prodigy Films
Director: Tim Bullock
Post: FSM

Single source: product benefits. I'm gonna steer clear of whether this 2009 ad still reflects attitudes in some of Australia. There are definite teeth sucking moments in it with a more modern ear, and yet, when it comes to single source storytelling, Toyota Australia absolutely nail it here - unlike many countries, and the metro sections of this one where the brand’s iconic single source product truths of the time - quality, durability and reliability - could be argued as a 'nice to have', some regional parts of Australia are literally the toughest landscape on earth, which makes them non-negotiable. Relatively new to Australia at the time this was made, I loved (and still love) the way this used single source and a deep understanding of customers to work so hard, putting a spin on the (usually) friendly banter and incomprehension between city - and country - dwellers in Australia. Plus, was that some sneaky political commentary around our nations’ coldness towards immigrants at that time? Beautifully weaving the QDR message through every moment. And lastly, making each vehicle feature, a benefit with an emotional core. For those, it still stands up as a standout vehicle for single source storytelling.

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