Product as the story
Which is your favourite campaign and why?
There are many ways of telling a story, especially in today’s world. I enjoy short films immensely as I feel that is an extremely effective medium, if used smartly and crafted well. That’s why I would have to say that it is Harpercollins’ short film “The Parcel”. It’s not every day that you see a compelling piece of long format storytelling narrated in a unique way using a gamified approach. It captures you from the start to the finish and has a climax that leaves you reeling even as it sends out a subtle message in a powerful manner. The craft is the key, but the context is everything.
On what parameters did you base your decision?
For a campaign to be successful, it has to tick a few checkboxes: First being the audience: The Parcel needed to appeal to readers who were into the crime and thriller genre. Second is the story: The campaign is compelling and builds up to an endearing climax. The third parameter is a “unique hook” that this ad has. The unravelling of the story using gamification is a great idea.
The ad masters all the three checkboxes by capturing the audience from the start by creating a story that will keep their attention and allows it to play out in a way that subverts traditional storytelling methods and keeps us guessing till the very end. When their actual campaign message appears, we are already so involved in their story, it resonates and drives in without fail. It’s a self-sustaining story that is superb throughout.
What do you think was the key idea the campaign was trying to drive home?
In a world where your prime reading time is competing with every over-the-top or OTT streaming media platform, book publishers are facing an enemy that’s growing bigger by the day, but reading has a secret weapon. It triggers your imagination like nothing else can.
Do you remember the campaign winning any advertising awards?
Not yet, but I’m sure it will soon. It is a story that deserves many plaudits and I hope it gets noticed by juries.
Sometimes, because of the emotional element in a campaign, there is greater recall for the story than the product or service advertised. Do you feel this was the case with the campaign?
We live in an increasingly hyperconnected world. Every time you go online, there are brands screaming for our attention and mind space, but we will give our attention to communication that resonates with us, and the setting of this story helped draw our attention. In the words of Tyrion Lannister (a character from the Game of Thrones series): “There’s nothing more powerful in the world than a good story. Nothing can stop it.” In this case the “product” is the “story” and that’s what makes this campaign “memorable”.
What are your takeaways from the campaign?
My one takeaway is I need to make time to read more, it’s been ages since I’ve read a good thriller. And that is why The Parcel is a success. It has evoked a sense of nostalgia and is leading me to take action. In an extremely digital world, it’s important to go back to books and reading, as they will always quench your thirst for knowledge.