Wieden + Kennedy: Technology Is A Material Not Just A Tool [Video]
Two top creatives from the global ad agency discuss the importance of new kinds of storytelling that will encompass and take advantage of the new platforms we've developed for reaching our audiences.
How does an agency find out what people do every day? How do they tell good stories? Nick Barham and Dan Hon of Wieden+Kennedy tackled these questions at the PSFK CONFERENCE SAN FRANCISCO by narrating the journey they took when adopting new practices to help move their clients’ brands towards an all-encompassing value-based service in addition to the product offering.
The future of storytelling in advertising, and the ability to create emotional connections between consumers and brands, is now intimately tied into technology and how people manipulate it creatively. Dan and Nick explain how to harness these new platforms to greatest effect by viewing technology and the internet as materials and crafts to create with, rather than simple utilitarian tools.