From frozen to flowing: Brand storytelling at Sundance Film Festival

I recently had the pleasure of attending not just the Sundance Film Festival, but also the 10th anniversary of Brand Storytelling alongside our esteemed client, Qualcomm. Here are seven things we learned there.

Ah, Sundance Film Festival – the land of indie films, celebrity sightings, and, as I recently discovered, the ultimate test of one's footwear choices. This year, Qualcomm and I attended with one goal in mind: To unravel the mysteries of brand storytelling and bring back the secrets to elevate the B2B game.

Spoiler alert: We learned a lot. And I may have taken a tumble or two.

Learning 1 (and perhaps the most important): Wear the right footwear

Let's start with the most important lesson of all – footwear. In my infinite wisdom (and frugality), I decided to skimp on proper shoes. Big mistake. As I gracefully slipped and fell, I realised that investing in good shoes is not just a fashion statement but a survival tactic. So, future festivalgoers, take note: your feet will thank you.

Learning 2: Branded storytelling vs. advertising

One of the key insights from the Brand Storytelling event was the distinction between branded storytelling and traditional advertising. Branded storytelling is non-interruptive. It exists at the intersection between entertainment and marketing – and can go to places traditional marketing can’t.

If done correctly, it works in harmony with advertising. It’s a textbook example of how a sum of parts can be greater than the whole. The key is to remember that it’s all about creating a seamless ecosystem where storytelling and advertising complement each other.

Learning 3: 95% of your audience is out of market

Unless you’ve been living under a B2B rock, everyone is aware of the statistic from the Ehren Bass Institute wherein 95% of your audience is out of market at any given time. This means that aligning with cultural moments and places your audiences love will have the greatest impact. For us in B2B, it's about taking a leap and connecting with your audience in meaningful ways.

Learning 4: Documentary insights – The Last Barf Bag, The Final Copy of Ilon Specht, and Speak

At the festival, we had the pleasure of watching three very different but amazing documentaries, The Last Barf Bag, The Final Copy of Ilon Specht, and Speak.

The Last Barf Bag was a hilarious exploration of a barf bag collector's community, showcasing how brands can provide the tone and parameters of a story while giving directors the latitude to create enduring work. It's about understanding the start of the story and letting creativity flourish.

The Final Copy of Ilon Specht, on the other hand, uncovered the story behind L'Oreal's iconic tagline, "Because you're worth it." It highlighted the importance of giving a voice to unsung heroes and the impact of a truly amazing woman on a brand like L’Oreal.

The fascinating thing here is how the brand wasn't even completely aware of Ilon’s story. It was Ben Proudfoot and the whole Breakwater Studios team who found the angle and crafted the story. What do these films have in common? The brand told a great story where – guess what? – they weren’t the main ingredient, nor were their products.

Finally, Speak is a documentary that follows five high school students from different states as they prepare for and compete in the national Speech and Debate championship. It focuses on the Original Oratory category, where they deliver deeply personal and emotional speeches.

The film serves as a poignant reminder of the impact that storytelling can have on raising awareness and driving change. Its ability to connect with the audience on such a deep level reinforced the importance of authenticity and empathy in storytelling.

Learning 5: Brand campaign vs. brand storytelling

Another interesting insight was the relationship between brand campaigns and brand storytelling. Often, brands start with a campaign and then use that direction to create brand storytelling. However, brand storytelling should have a narrower focus than a brand campaign.

Over time, successful brand storytelling can become your de facto brand campaign. It's not always the case, but when done correctly, it can be a powerful transition. Case in point, The Last Barf Bag was born from a brand campaign but now that documentary has become the campaign with multiple executions around it.

Learning 6: Distribution vs. activation

In advertising, we're used to executing media activity as a means of supporting a brand campaign. However, distribution in brand storytelling is about creating an ecosystem to extend the story through creators and influencers, PR, events, speaking opportunities, and more. An example of this is the distribution strategy for The Last Barf Bag, which included various channels to maximise its reach and impact.

Learning 7: Creators and influencers – The new frontier

In B2B, creators and influencers represent an exciting new frontier. They offer a way to create shorter, more impactful content aligned with your brand and audience needs. Engaging with influencers and creators can extend the impact of your brand storytelling efforts and create a more dynamic connection with your audience.

Often, we position influencers as celebrities or high-presence-like individuals who may create content or not. On the other hand, creators are doing exactly that, creating content at all times to generate engagement.

Conclusion: A humorous takeaway

In conclusion, our trip to Sundance and the Brand Storytelling event was a whirlwind of insights, inspiration, and a few bruises (thanks again to my poor footwear choices). But most importantly, it reinforced the power of storytelling in connecting with audiences and driving business impact. So, let's lace up our (proper) shoes and embark on this exciting journey of brand storytelling together.

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