Brandmasters Sparkies Awards 2022

A crisis in storytelling?

Storytelling.

It’s what’s at the heart of the brand-building process.

But there were unprecedented times.

A world that was operating in lock-down mode;

where social distancing and remote working were the new normal; where misinformation constantly distorts the view.

So, how does one continue to tell stories? And in a world that was gripped by fear, what kind of stories does one tell?

It was a crisis for which there are no frames of reference.

But a few brave marketers have risen to the challenge.

Working with empathy, with courage, and with imagination, they have unlocked new kinds of stories to tell.

And new ways to tell those stories.

In shaping their narratives,

they have been mindful of the consumers’ new reality:

a heightened state of anxiety; a feeling of hopelessness; a quiet dread.

That’s why their stories are purpose-driven: they give hope, they reassure, they provoke thought,

and occasionally, they release the pressure by making us laugh.

In doing so, these marketers had turned the crisis on its head.

They have made the most of an adverse situation,

using it to open up a fertile space for brave new storytelling ideas.

It’s time to celebrate their achievements.

P R E S E N T I N G

SPARKIES

Brave new ideas, unlocked.