Tactical evolution – Session 1
‘There’s nothing new in tactics’ as a phrase has pretty much evaporated in the integrated world of communications. Midst an interview last month I was told by a cracking candidate that just wanted to “get away from the usual ad/sales aid/leaflet trilogy” to something edgy and far from cliche. It’s seem that online, offline, guerilla, progressive outdoor, interruptive, permission based etc etc are all exposing us to the many new tactical channels available. This progressive environment is encouraging us to beg, borrow, steal and invent for our brands. With this in mind we are running a number of sessions, looking at newer, stimulating tactical nuggets.
Our focus for this inspiration titbit, was the exciting time filmmakers and storytellers are having exploring ways to enhance their stories via the web. One of the new genres to emerge is the connected documentary. These projects seduce you to go to a deeper level of engagement, using approaches to storytelling ar much more experiential than broadcast.
The example we discussed is a simple story of wilderness encroached, told through a self-driven narrative, and through the eyes of a central character – Bear 71. Where you go dictates your experience and what contributing elements make up the story. Each of us who chatted this through, had a personalised journey. Mine covered inflatable crocodiles, cuddly bears and one scary train and a scratching post. Others crossed some of these others a completely new set.
Massive dues to the National Film Board of Canada who supported this and loads of other interactive beauties. Have a look here if you fancy going beyond bears to dead towns, recessions and or even chucking them an idea.
Next step is for us is to race for the first one of us to do it.