In this keynote, Florian Schmitt, executive creative director of SYZYGY Group’s Hi-ReS! studio and TEDx speaker, suggests that storytelling lies at the heart of great content marketing. Stories that touch our soul, connect with our emotions and resonate with our lives. Every brand has a story to tell, listen to Florian to help find yours.

1. To hell with the facts!
We need stories!
Florian Schmitt

3. O N C E U P O N A T I M E …

9. A L L S T O R I E S C A N B E D E S C R I B E D A S :
A M A N G O E S O N A J O U R N E Y.
A S T R A N G E R C O M E S T O T O W N .

10. Who? A character in a zone of comfort
But they want something
They enter an unfamiliar situation
Adapt to it
Get what they wanted
Pay a heavy price for it
Then return to their familiar situation
Having changed
1 You
2 Need
3 Go
4 Search
5 Find
6 Take
7 Return
8 Change
1
2
3
4
5
6
7
8

11. Dog
Happiness
Iron
Leaves
Justice
Control
Confetti
Kettle
Cheek
Playground
Clown
Corner
Candle
Hoover
Soap
+ +
1
2
3
4
5
6
7
8

12. M A K E M E C A R E .
B E C A U S E Y O U C A R E .

16. S O O N , E V E R Y O N E W I L L B E A D I R E C T O R .
!
W E W I L L N E E D S O M E O N E T O L E A D A
R E A L L I F E S O W E H A V E S O M E T H I N G T O
M A K E A M O V I E A B O U T.

20. F O R S A L E : B A B Y S H O E S , N E V E R W O R N .

25. " T H E I N T E R N E T W A S N ' T D E S I G N E D F O R
P E O P L E T O W A T C H T E L E V I S I O N . I K N O W
B E C A U S E I D E S I G N E D I T. "
!
L A R R Y R O B E R T S

37. A U D I E N C E S L I K E T O W O R K -
W E A R E B O R N P R O B L E M S O L V E R S .

39. Project Title

59. S O M E T I M E S Y O U D O N ’ T N E E D T O T A L K
A B O U T T H E P R O T A G O N I S T T O T A L K
A B O U T P R O T A G O N I S T.

60. The greatest story ever told.
Told in a new way.
Noah

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77. RESULTS
!
Mammal Deck
Completion Rate: 57%
Reptile Deck
Completion Rate: 69%
Avian Deck
Completion Rate: 70%

78. Having launched the inaugural
Swide, Dolce&Gabbana's online
lifestyle magazine, in 2008, we
launched a refreshed version in
2013.
!
Having been able to learn from
our insights, the new site had a
bolder more contemporary look,
was fully responsive and featured
more interactive elements such
as polls and advanced sharing
and commenting.
Swide

86. P E O P L E L O V E T E L L I N G S T O R I E S .
H E L P T H E M .

92. U S E T E C H N O L O G Y T O E M P O W E R
Y O U R S T O R Y.
I F T H E I D E A I S T H E
T E C H N O L O G Y , Y O U A R E
S T A R T I N G A T T H E W R O N G P O I N T.

95. Project Title

99. Insert Lamp north

101. M A K E I T R E M A R K A B L E .
M A K E M E C A R E .
M A K E M E S U B M I T T O W O N D E R .

103. Project Title

105. T H E E N D .

106. * Handsome information -
Radical entertainment Systems!
*
Hi-ReS! London
8-9 Rivington Place
London EC2A 3BA
+44 20 7729 3090
Hi-ReS! New York
37 Greenpoint Ave Suite E5F
Brooklyn, NY 11222
+1 121 334 3544
Hi-ReS! Berlin
Karl-Marx-Strasse 101
12043 Berlin
T. +49 49 30 20239521 All rights reserved © Hi-ReS! 2014
LONDON / NEW YORK / BERLIN
/ Ne w Yo rK!

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Innovation Day 2015:
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