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Table of Contents

Acknowledgments vii About the Authors viii PART ONE Great Storytelling Alone Won?t Save Your Business 1 00 INTRODUCTION 3 01 FROM THE CAMPFIRE 17 02 YOUR FIRST KISS 35 03 BRAVE NEW WORLDS 55 PART TWO Storyscaping Immersive Experiences for Powerful Brand and Consumer Connections 77 04 THE STORYSCAPING MODEL 79 05 POWER OF WHY 91 06 WALK THE WALK 107 07 INSIGHT TO DESIRE 125 08 IN THEIR SHOES 143 09 THE ORGANIZING IDEA 165 10 MEET YOUR STORYSCAPE 181 11 WORLDS THAT SELL 199 12 SHOCK YOUR CULTURE 219 References 231 Index 241

About the Author

GASTON LEGORBURU is Worldwide Chief Creative Officer of SapientNitro, a new breed of agency that is redefining storytelling for an always-on world. Recognized by Adweek 50 as a game-changer who is modeling the agency of the future, Gaston sets much of the strategic and creative vision for the agency and provides clients forward-thinking insights on their most critical marketing challenges. This has earned him the honor of many recognitions in marketing and advertising and a seat on the juries of such prestigious advertising award shows as D&AD, Cannes Festival of Creativity, ADC, the One Show and the Webbys. DARREN McCOLL is the Global Chief Brand Strategy Officer of SapientNitro, where he collaborates with global teams and clients to help create worlds of immersive stories and experiences. "Daz" as he is known, brings insight and strategic guidance to many of the world's biggest brands including: Virgin, McDonald's, Nestle, Mars, Foster's, Burger King, Subway, Footlocker, ESPN, Volvo, Chrysler and Coca-Cola. He is a sought after speaker with experience that spans markets worldwide and his work has earned him many awards including: Effies, New York Festivals, The One Show, Clios, D&AD (Black Pencils), and three coveted Cannes Lions Grand Prix.

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