The rise and rise of (needs a name here)
A not-so-new-already practice emerged in the past couple of years which deserves a name (Andy I need your help here mate)
It’s a combination of award entry video mentality with ‘viral’ video practice. Or pur differently it’s a new kind of make believe. I find it super interesting because although it is rooted it a new world thinking, it sometimes has the wishful thinking or pretending of the old world.
It’s interesting because it allows not so practical ideas, told in a convincing way, to gain momentum and excite people despite their real lack of impact. Isn’t that the art of storytelling?
It somehow fits to what the Willsh almighty was talking about with loads of equations and stuff.
Here’s how it work:
You create a piece of communication and/or an offline experience that reaches few people. You tell the story in a convincing, compelling way (hence the award entry format). Put it on the web and if the idea is cool enough and you might win.
The mother of all make believe is of course Coke happiness machine. Here are few random others:
This is my current favourite: