Introduction
Take us through an unexpected journey to now. This can be about your company, product, or industry. The key: insight. Show how it’s not at all what we thought it was.
Paragraphs
- Differentiating ending
- Entertaining story
- No business throughout
Examples
NASA “Foundations of Flight Operations”
Mischief “Things We Believe to Be True”
Olivetti “Lettera 36”
Apple “What is iPad?”
Nike “Do You Wish You Were A Boy?”
Visit Oslo “Is It Even a City?”
Seed “Imperfect Manifesto”
Nike “Dennis Rodman, American Hero.”
Visit Sweden “Sweden (not Switzerland)”
UN Women “When Will She Be Right?”
Turbotax “All People Are Tax People”
The Independent “Litany”
The Big Issue “Cold”
Papercut “This is Not Your Life”
Old Spice “Painted Experience”
NFL Playoffs “Joe”
MedMen “The New Normal”
Harley-Davidson “Breathe”
Harley-Davidson “Live by It”
Gatorade “The Secret to Victory”
Ford “F-150 Way of Life”
Dove “Twenty Fascinating Facts”
Dodge “Man Bag”
Conservation International “Mother Nature”
Axe “Monday”
BBH “The Power of Difference”
Girl Effect “The Girl Declaration”
Under Armour "Yusra Mardini”
Mercedes-Benz “Be One of Many”
Adidas “Trae Young”
Thai Life Insurance “Unsung Hero”
Ram “So God Made a Farmer”
MetLife “My Dad’s Story”
Knix “Talk About Your Period”
Nike “Winning Isn’t For Everyone”
Apple “Welcome, IBM. Seriously.”
Volkswagen “Lemon”
Donate Life America “The World’s Biggest Asshole”
Cadillac “The Tribute to Initiative”
Facebook “Sport”
Diesel "Be Stupid”
Girl Effect "The Clock is Ticking”
My Black is Beautiful "Unbecoming”
Bodyform “The Truth”
Apple “Intention”
RED “The (RED) Manifesto”
Beats by Dre “You Love Me”
Johnnie Walker "The Man Who Walked Around the World”
REI “#OptOutside”
Nike "You Were Born a Daughter”
Chrysler “Born of Fire”
Nike "Dream Crazier”
Chivas Regal “Father’s Day”
CoorDown “Not Special Needs”
Aviation Gin “The Process”
Puma “After Hours Athlete”
Clark Street Bridge “Looking Back”
Pedigree "Dogs Rule” (Print)
Apple “Think Different” (Print)
Miller "This is the High Life”
Avis “We Try Harder”
Rainforest Alliance “Follow the Frog"
CoorDown “Assume That I Can”
PlayStation “Double Life”
Nike "Find Your Greatness”
Nike “Principles”
TBWA\Chiat\Day “Do the Brave Thing”
Krispy Kreme "Donuts are Bad for You”
Nike “If You Let Me Play”
Seattle Mariners “Thanks for Everything, Junior”
Airbnb “Live There”
Dodge “Wisdom”