#but it feels like it would work better for the ungifted summer

[fyrewrites]

The Magus’s Apprentice

Unfinished Ars Magica drabble

The small village on the outskirts of the faerie forest was, more or less, a peaceful place. The echoes of past large-scale cosmic wars resonated throughout the place, and to the Gifted ones, these echoes were harmful.

So it was that a child of eight, previously thought to be as UnGifted as any other, awoke screaming, crying out to the world to make it stop.

This young girl’s name was Amande, and she was in great pain.

Her parents, a farmer and his wife, had no idea how to help their daughter, so, against everyone’s best judgement, they called upon the old wizard in the tower. The tower was in the faerie forest, however the feeling of a new Gifted one was powerful enough to cut through even the worst of the faerie magic.

So the wizard came swiftly.

The fate of the girl was debated at length; the wizard wished to take the girl and teach her how to use her Gift, but the parents were afraid of that. What if she destroyed the village? The wizard let their fears vanish as he spoke a while about the dangers of an untrained maga, which would surely end in the village being destroyed sooner or later, whereas if she went with the wizard, no harm would be done, save for her absence.

In the end, the family conceded to the wizard’s wish, and Amande was no longer Amande, but an apprentice.

Amande cried out in pain, a pain which lessened as the wizard led her away from her home. She soon realized that she didn't even know the name of her new master, nor anything else about him, save that he was a wizard. As she opened her mouth to ask one of the questions she wanted answered, the wizard said, “Don't speak.”

They continued on in silence. When they reached the tower, Amande gasped. It was better than she had thought! She had thought it was a crumbling structure constantly under siege by the faeries, when in fact it was a sturdy, if worn structure, built of stone. Carved into the blue arched door was a strange symbol, which looked like two keys crossed. Amande had never seen that design before.

The wizard tapped on the door with his fist, as if he were knocking. The door unlocked itself and opened, much to the amazement of Amande. Did all wizards have the power to do that?

She walked inside. The door closed behind her, and as the wizard looked at them, the candles lit themselves.

“Welcome to my tower,” the wizard said. “My name is Elanirvidius, and I am your master now. May I know your name?”

“Amande,” the girl said immediately. “Are you really going to teach me magic? Am I going to be a wizard?” Her face was lit with childlike wonder.

“I am not a wizard, and neither will you be,” Elanirvidius said. “I am a magus, and you will also be one. And, yes, I will teach you magic.”

Amande let out an excited shriek. “When can I learn? Can I start now? How long do I have to wait?”

“First, I must Open your magic,” Elanirvidius said, sitting down in a chair. A little table immediately walked to him, bearing a glass filled with water and a well-thumbed book that had many bookmarks stuck in it. “That, I am afraid, takes some time.”

“So I won't learn magic now?” Amande’s bright expression faded.

“You will learn soon,” the magus said, then sipped the glass of water. “Please sit; you cannot be comfortable standing while I am not.”

Obediently, Amande sat on the softest chair she had ever sat on. It was better than standing, just as Elanirvidius had said. She asked, “How long do I wait?”

“It is late summer now,” Elanirvidius said quietly. “When autumn leaves turn red, you will be able to learn magic.”

“So…” she thought. “When the harvest comes?”

“Yes, I believe that is the time. Would you like me to show you the tower? An apprentice who does not know her and her master’s house is not much of an apprentice, after all.”

The tower possessed four floors. The first was the library and entry. The second was the laboratory, which was filled with all manner of strange projects that Elanirvidius kept Amande well away from. The third housed Elanirvidius’s room, a guest room, and the restroom, which appeared very magical indeed, as there was a basin there that filled itself with water, warm or cold, upon request, as well as a chamberpot that emptied itself. The fourth floor housed an observatory, as well as a smaller library that contained Elanirvidius’s personal notes and observations on many things, mostly the sky.

It was this magical tower that Amande now called home.

For the first season of her apprenticeship, Elanirvidius taught her how to read and write the language of magic. By the time her magic was Opened, she could read an entire spellbook, and could write a scroll.

On the day the autumn leaves turned red, Elanirvidius brought Amande up to the observatory, and asked her to look through the nearest of the three telescopes, and tell him what she saw.

She looked, and gasped. “It's magic!”

“It is time,” Elanirvidius said, “for you to learn magic.”

Amande studied the page Elanirvidius was showing her. It was written in the magic writing, which Amande knew fluently now. She read the words, then tried to understand them.

Search deep within yourself. It is there, waiting. It is your Gift. Welcome it, ask it to become part of you. Then, use it. Use The Gift to create light. If at first you don't succeed, try until you do. There is a light that shines in the darkness, and that light is you, Gifted one.

Amande followed the words’ instructions, and with the guidance of her master Elanirvidius, she created a floating orb of light that rested in her hands. She flung it up, and it rose, then fell down again, slowly and gently, to rest in her hands once more.

“Well done,” Elanirvidius said. “And your sigil is apparent also: gravity.”

That night, while Amande lay awake in bed conjuring lights, Elanirvidius dipped his pen, an emerald feather, into some black ink and wrote. He made special note of his apprentice’s sigil. Very few magi possessed a sigil that involved gravity, and those that had were known as great magi. Almost all of them had become archmagi, if that was a term that was applicable.

He finished writing, then rolled up the paper into a scroll and sealed it with purple wax inscribed with the mark of his House, two keys crossed.

He sent out the scroll, which was an official request for apprenticeship, then read Sigils: G to L, searching for gravity. He desired to know what exactly that sigil meant.

Dawn had just graced the village with its light, and the parents of Amande were woken by a loud tapping on their window. The cause was a bird carrying a letter in its talons.

They opened the window, read the letter, and rejoiced. Amande was well into her first year with the wizard, who she termed Magus Elanirvidius, and she had already learned very much. She had requested that the “magus” allow her parents to visit his tower so that they could check in with their daughter. He allowed this and welcomed them at any time.

So, the parents were quick to make their way to the tower of Elanirvidius.

“You came!” Amande said excitedly. “Do you like it? Do you? It's really nice here! And I can do magic now!” She conjured an orb of light, now second nature to her, and bounced it around as if it were a ball.

Her parents nodded. They were still quite shocked by how the door had opened as if by… magic. Now, too, their daughter was doing magic, and Elanirvidius had not shown himself yet. Where was he?

Amande created more orbs of light, throwing them around haphazardly. They all came back to her, no matter how far she tossed them. She aimed one, threw, then gasped as an ink vial spilled all over a paper. Oh no!

She rushed over and tried to fix it, but ended getting herself covered in ink. There was only one thing to do: tell her master.

She'd never been in her master's room since he'd given her the tour months ago. No room was forbidden to her, of course, but she had never felt the need to enter this room. Now she was.

Amande opened the door and called, “Elanirvidius, I spilled ink on a paper.”

Elanirvidius was not there.

Where in the world could he have gone? 

Amande checked everywhere in the tower, finding no trace of her elusive master. She returned to the library, then decided she would show her parents around. She did so with enthusiasm, but they were not so enthusiastic. She hoped that would change once Elanirvidius cane back.

Elanirvidius returned to the tower. He had met with one of the officials of his House, and they had dealt with the matter of Amande’s apprenticeship. It was decided that she was his apprentice, and so he would instruct her for fifteen years and take her to matters of importance, among other things.

He entered his tower to find two UnGifted people within—Amande had let her parents come. He observed the scene, his eyes coming to rest on the spilled ink vial, which had ruined a spell, One Key To Open Them All. Luckily, he had composed that just yesterday, so he recalled its formula very well. However, it was still ruined.

“Amande,” Elanirvidius said, “I believe I forbid throwing lights after last week’s incident.”

Last week, Amande had accidentally thrown a light orb through the ajar door to the laboratory, interrupting the ritual Elanirvidius was conducting. He had punished her accordingly, giving her a tricky reading assignment. Hidden within the pages of her book had been a quiz on formulaic magic, specifically pertaining to the orbs of light.

Clearly, she had not learned her lesson.

Amande apologized, but the matter of the spilled ink could not be resolved with words. Nor would a punishment work. So, Elanirvidius said, “Your actions have ruined my latest spell.”

He took the offending parchment and burned it in his hands. The ashes were swept away by a broom that sat in the corner.

“Leave,” he told Amande’s parents. They did so. With them gone, Elanirvidius continued. “Now, follow me. I have an important task for you.”

Her task was to assist in sorting the laboratory—the non dangerous part.

#my writing #fantasy #original #ars magica #wizards #magic

[anthonykrierion]

Creative Inspiration: Content We Enjoyed this Winter

Long format we love you!

In the age of everyone having a blog, highly stylised long format can be what it takes to make your written content stand out. At Distilled we often ask ourselves does something being a blog post make it immediately feel less valuable than say, a white paper or a comprehensive guide? Is turning something into a simple blog post selling yourself short, is that format right for your content? With written content coming in so many forms from microblogging in tweets, to company e-newsletters, it’s important to find the right format for what you want to say, of course, sometimes that is with a simple blog post.

Each quarter at Distilled we look back over the content that has made us tick. Content that made us laugh, start heated debates, WOW at how pretty it is, or feel flabbergasted by the conclusions. Building on the 2017 summer and autumn roundup we launched last year, here’s what we loved (or loathed) with equal passion this winter. Starting with some beautiful long format journalism.

Poor Millennials - Highline Huffington Post

With so much content being churned out these days, one might argue that journalistic standards are slipping. Perhaps to fly the flag of quality, well-researched journalism once more, a select team at The Huffington Post has created a new arm called ‘Highline’. Each article features captivating movement as you scroll. Poor Millennials, which was 8 months in the making, discusses ‘Why millennials are facing the scariest financial future of any generation since the Great Depression’. I found it relatable, even though I’m at the older end of the millennial spectrum.

The frank writing style and 8-bit illustrations pull you in. Pull quotes, stats and bold use of typography make this monster of a post easily digestible at a surface level if you don’t have half a half day to read the whole thing. The tone of voice is brash and allows you to feel justified in your bitterness towards the economy. The animations aptly depict millennials emotions in a very literal way, e.g. falling through space with no one to cushion your fall. There are graphs - in psychedelic pinks, and what feels like levels and character controllability, all harping back to the 90’s rave culture and gaming that millennials hold so dear.

Ungifted - Do The Green Thing

On the lead up to Christmas, we often run about like headless chickens buying up unnecessary bits and bobs for our loved ones, just because we need to get them something. ‘Do The Green Thing’ is a public service that uses creativity to tackle climate change. Needless to say, they would like to minimise the plastic tat lying in our landfills after the festive period. How? By inspiring us to give time not objects. And so ‘Do The Green Thing’ created ‘Ungifted’. It’s essentially a list of ways you can spend time with your friends/family, whether it be a winter bike ride, a night on the tiles, or a home-cooked meal. The long format page has little gifs depicting characters joyously appreciating these activities, and a long list of numerous ideas to incentivise our consumer society to change their habits. ‘Do The Green Thing’ could have easily added in stats about unwanted material gifts, or rubbish accumulated over Christmas to further bolster the message. The page presentation is fun, lighthearted, non-preachy, and not too content heavy. This makes content consumption, and subsequent change, more likely.

Find Your Happy Place - Budget Direct

Budget Direct - a car/travel/house insurance company - has collated data on the factors that affect living standards. The tool enables you to drag and drop a modular ordered list to define your own hierarchy for these standards. Is it house affordability or pollution which are most important to you? Once ordered the tool suggests in which city you might find your happy place. A more simplistic version of OECD’s Better Life Index. Suggesting a life in a far-off city, tells us something about ourselves and allows us to daydream about where we might be most happy. Perhaps we will even use Budget Direct to book our travel insurance when we visit there!

The Gourmand’s 10th issue - The Gourmand - Matthieu Lavanchy

The food and culture journal made waves with its 10th front cover. Working with photographer Matthieu Lavanchy they took food that had already been turned into an emoji, and turned it back into food… meta. The accuracy of the photography vs the emojis is uncanny. Taking icons we see regularly, and reimagining them makes you want to compare the photos to the icons on your phone, it gets you involved.

Thank you, Lamont - Lyft

Lyft is like Uber, a cab app. Lyft has created a series of videos where the premise is giving back to their drivers. They share individual, inspirational and memorable driver stories. With big faceless organisations, and especially those in low paid service industries, stories that show a human element - and even what a positive change working for this company has had on someone's life - stick in your mind. Lamont, the driver featured here, talks about the world being his home as opposed to favouring one place (a great all-inclusive brand message). Lyft surprise him by encouraging his exploration of the world with an all-inclusive around the world trip.

Bullying Jr - Burger King in association with No Bully

Partnering with a charity can really help a brand if there’s synergy with their core messages. It shows the brand cares and is willing to use their clout to speak out to help raise awareness (or money) for those less fortunate. Burger King ‘bullied’ one of their own burgers, to help raise awareness of the impact of bullying. The narrative starts with a fact; ‘30% of students are bullied’. It then shows a bunch of school kids bullying another child. Customers in the Burger King restaurant look on, clearly moved by the scene that is unfolding before them. Yet the majority of spectators do nothing.

Then it’s the burger’s turn. Before it is wrapped up it receives a few sharp punches, flattening and breaking apart the bun whilst the filling spills out. 95% of customers complained about their burger having been bullied, yet only 12% stood up for the bullied child. This campaign isn’t aimed at the bullies themselves. Rather it exposes the impact of the uninvolved bystander, the witness. It asks them to stand up. To say something. This works for a fast food restaurant whose customers are a real mix of ages, including kids getting a quick bite to eat after school. It is the sort of place in towns where children congregate, everyone needs to eat and everyone has the potential to be bullied/see bullying. An eating place should be safe space, where communities can come together to rest and recoup.

Taste Face - Marmite

Marmite has released a face recognition tool and a gene test where the brand states that it knows if you are a lover or hater of Marmite. Marmite has always been brasher than any other brand in actively saying that its customers HATE its product, but now it reveals that science can work out your taste preferences. I actually quite like Marmite but I tried to trick the face recognition tool into believing I am a hater, by pulling my most disgusted face… and it worked, branding me ‘73% a born hater’. For me, the fascination here is more how the face recognition tool works out how much you love or hate something as opposed to it being an accurate test. Is it shareable? Yes! It’s a smart way of having a bit of fun and, of course, people like to share pictures of their own face!

X-Rated Elf - Poundland

Every now and again a brand does something controversial that gets everyone talking. Remember the recent outcry when Dove showed a black person turning into a white person? Personally, I don’t think this marketing effort aimed to be controversial, but conversation was drummed up nonetheless.

Well, some brands create controversy purposefully, shamelessly. How? By talking about teabagging… Ummmm. Yup, that's right. That’s what Poundland made a figurine elf do for it’s Christmas campaign, which was released through a series of images on social. Other scenes showed a naked poker match (Joker Joker, I really want to poke her) and a penis shaped cactus drawn on an etch a sketch (That's one prickly Christmas tree).

While some people found this hilarious, it had many others up in arms, calling it rude, offensive and misogynistic.  Poundland showed no remorse and was quoted saying ‘We're proud of a campaign that's only cost £25.53 and is being touted as the winning marketing campaign this Christmas!’ Poundland also threw caution to the wind by creating some unofficial brand partnerships with Barbie and Ken, and Twinings (who I believe asked them to remove their packaging from one of the scenes).

Holiday Video E-Card -  R&O Construction - Becca Clason

Sometimes a client’s service or product can seem so boring it’s hard to imagine how you can let your creativity run wild. Introducing Construction company R&O and its holiday E-Card by typographic genius Becca Clason. Complete with construction sound effects and Christmas music - the asphalt, sawdust and cement greeting card video really gives you that Christmassy feeling while keeping R&O and the creativity they are showing in mind. The sawdust makes up the words ‘Wishing You’ while the word ‘JOY’ is lowered into place with what seems like a crane. Christmas is a great time and excuse to send out little reminders of your company.

Memory Powered Tree - Marie Curie

This Christmas, Marie Curie created a memory-powered Christmas tree next to the London Eye in Waterloo. Each time a memory was shared on social using the hashtag #LightUpChristmas, lights on the tree would shine a little brighter. This gave people a place to congregate to share memories of lost loved ones, and to celebrate the memories of those still with us too. Having a stunt in such a public space with a high footfall makes it a real talking point, and the activity makes you feel you’re part of a community - coming together to make a little magic happen.

Memories or money - lastminute.com

It’s important to drill down to the specifics of what you are selling with your product or service. Are you selling insurance, or peace of mind? Are you selling games or laughter? What lastminute.com sells is not holidays, it’s memories. It’s the romantic time you had in Venice, or how you were flabbergasted by the scenery in Alberta. It’s that wonderful memory that you will always have with you that matters. That is what you’re spending your money on.

In the video, a handful of people discuss their most poignant or exciting memories. A woman in a lab coat then asks if it’s ok to delete those memories for a fee. The participants (quite rightly) are horrified by the notion and say ‘no’, showing that the memories made are priceless. The video acts as an incentive to book a holiday and make more of those priceless memories.

What content have you enjoyed lately? Let us know in the comments.

Creative Inspiration: Content We Enjoyed this Winter was originally posted by Video And Blog Marketing

#Video And Blog Marketing

[davidrsmithlove]

Creative Inspiration: Content We Enjoyed this Winter

Long format we love you!

In the age of everyone having a blog, highly stylised long format can be what it takes to make your written content stand out. At Distilled we often ask ourselves does something being a blog post make it immediately feel less valuable than say, a white paper or a comprehensive guide? Is turning something into a simple blog post selling yourself short, is that format right for your content? With written content coming in so many forms from microblogging in tweets, to company e-newsletters, it’s important to find the right format for what you want to say, of course, sometimes that is with a simple blog post.

Each quarter at Distilled we look back over the content that has made us tick. Content that made us laugh, start heated debates, WOW at how pretty it is, or feel flabbergasted by the conclusions. Building on the 2017 summer and autumn roundup we launched last year, here’s what we loved (or loathed) with equal passion this winter. Starting with some beautiful long format journalism.

Poor Millennials - Highline Huffington Post

With so much content being churned out these days, one might argue that journalistic standards are slipping. Perhaps to fly the flag of quality, well-researched journalism once more, a select team at The Huffington Post has created a new arm called ‘Highline’. Each article features captivating movement as you scroll. Poor Millennials, which was 8 months in the making, discusses ‘Why millennials are facing the scariest financial future of any generation since the Great Depression’. I found it relatable, even though I’m at the older end of the millennial spectrum.

The frank writing style and 8-bit illustrations pull you in. Pull quotes, stats and bold use of typography make this monster of a post easily digestible at a surface level if you don’t have half a half day to read the whole thing. The tone of voice is brash and allows you to feel justified in your bitterness towards the economy. The animations aptly depict millennials emotions in a very literal way, e.g. falling through space with no one to cushion your fall. There are graphs - in psychedelic pinks, and what feels like levels and character controllability, all harping back to the 90’s rave culture and gaming that millennials hold so dear.

Ungifted - Do The Green Thing

On the lead up to Christmas, we often run about like headless chickens buying up unnecessary bits and bobs for our loved ones, just because we need to get them something. ‘Do The Green Thing’ is a public service that uses creativity to tackle climate change. Needless to say, they would like to minimise the plastic tat lying in our landfills after the festive period. How? By inspiring us to give time not objects. And so ‘Do The Green Thing’ created ‘Ungifted’. It’s essentially a list of ways you can spend time with your friends/family, whether it be a winter bike ride, a night on the tiles, or a home-cooked meal. The long format page has little gifs depicting characters joyously appreciating these activities, and a long list of numerous ideas to incentivise our consumer society to change their habits. ‘Do The Green Thing’ could have easily added in stats about unwanted material gifts, or rubbish accumulated over Christmas to further bolster the message. The page presentation is fun, lighthearted, non-preachy, and not too content heavy. This makes content consumption, and subsequent change, more likely.

Find Your Happy Place - Budget Direct

Budget Direct - a car/travel/house insurance company - has collated data on the factors that affect living standards. The tool enables you to drag and drop a modular ordered list to define your own hierarchy for these standards. Is it house affordability or pollution which are most important to you? Once ordered the tool suggests in which city you might find your happy place. A more simplistic version of OECD’s Better Life Index. Suggesting a life in a far-off city, tells us something about ourselves and allows us to daydream about where we might be most happy. Perhaps we will even use Budget Direct to book our travel insurance when we visit there!

The Gourmand’s 10th issue - The Gourmand - Matthieu Lavanchy

The food and culture journal made waves with its 10th front cover. Working with photographer Matthieu Lavanchy they took food that had already been turned into an emoji, and turned it back into food… meta. The accuracy of the photography vs the emojis is uncanny. Taking icons we see regularly, and reimagining them makes you want to compare the photos to the icons on your phone, it gets you involved.

Thank you, Lamont - Lyft

Lyft is like Uber, a cab app. Lyft has created a series of videos where the premise is giving back to their drivers. They share individual, inspirational and memorable driver stories. With big faceless organisations, and especially those in low paid service industries, stories that show a human element - and even what a positive change working for this company has had on someone's life - stick in your mind. Lamont, the driver featured here, talks about the world being his home as opposed to favouring one place (a great all-inclusive brand message). Lyft surprise him by encouraging his exploration of the world with an all-inclusive around the world trip.

Bullying Jr - Burger King in association with No Bully

Partnering with a charity can really help a brand if there’s synergy with their core messages. It shows the brand cares and is willing to use their clout to speak out to help raise awareness (or money) for those less fortunate. Burger King ‘bullied’ one of their own burgers, to help raise awareness of the impact of bullying. The narrative starts with a fact; ‘30% of students are bullied’. It then shows a bunch of school kids bullying another child. Customers in the Burger King restaurant look on, clearly moved by the scene that is unfolding before them. Yet the majority of spectators do nothing.

Then it’s the burger’s turn. Before it is wrapped up it receives a few sharp punches, flattening and breaking apart the bun whilst the filling spills out. 95% of customers complained about their burger having been bullied, yet only 12% stood up for the bullied child. This campaign isn’t aimed at the bullies themselves. Rather it exposes the impact of the uninvolved bystander, the witness. It asks them to stand up. To say something. This works for a fast food restaurant whose customers are a real mix of ages, including kids getting a quick bite to eat after school. It is the sort of place in towns where children congregate, everyone needs to eat and everyone has the potential to be bullied/see bullying. An eating place should be safe space, where communities can come together to rest and recoup.

Taste Face - Marmite

Marmite has released a face recognition tool and a gene test where the brand states that it knows if you are a lover or hater of Marmite. Marmite has always been brasher than any other brand in actively saying that its customers HATE its product, but now it reveals that science can work out your taste preferences. I actually quite like Marmite but I tried to trick the face recognition tool into believing I am a hater, by pulling my most disgusted face… and it worked, branding me ‘73% a born hater’. For me, the fascination here is more how the face recognition tool works out how much you love or hate something as opposed to it being an accurate test. Is it shareable? Yes! It’s a smart way of having a bit of fun and, of course, people like to share pictures of their own face!

X-Rated Elf - Poundland

Every now and again a brand does something controversial that gets everyone talking. Remember the recent outcry when Dove showed a black person turning into a white person? Personally, I don’t think this marketing effort aimed to be controversial, but conversation was drummed up nonetheless.

Well, some brands create controversy purposefully, shamelessly. How? By talking about teabagging… Ummmm. Yup, that's right. That’s what Poundland made a figurine elf do for it’s Christmas campaign, which was released through a series of images on social. Other scenes showed a naked poker match (Joker Joker, I really want to poke her) and a penis shaped cactus drawn on an etch a sketch (That's one prickly Christmas tree).

While some people found this hilarious, it had many others up in arms, calling it rude, offensive and misogynistic.  Poundland showed no remorse and was quoted saying ‘We're proud of a campaign that's only cost £25.53 and is being touted as the winning marketing campaign this Christmas!’ Poundland also threw caution to the wind by creating some unofficial brand partnerships with Barbie and Ken, and Twinings (who I believe asked them to remove their packaging from one of the scenes).

Holiday Video E-Card -  R&O Construction - Becca Clason

Sometimes a client’s service or product can seem so boring it’s hard to imagine how you can let your creativity run wild. Introducing Construction company R&O and its holiday E-Card by typographic genius Becca Clason. Complete with construction sound effects and Christmas music - the asphalt, sawdust and cement greeting card video really gives you that Christmassy feeling while keeping R&O and the creativity they are showing in mind. The sawdust makes up the words ‘Wishing You’ while the word ‘JOY’ is lowered into place with what seems like a crane. Christmas is a great time and excuse to send out little reminders of your company.

Memory Powered Tree��- Marie Curie

This Christmas, Marie Curie created a memory-powered Christmas tree next to the London Eye in Waterloo. Each time a memory was shared on social using the hashtag #LightUpChristmas, lights on the tree would shine a little brighter. This gave people a place to congregate to share memories of lost loved ones, and to celebrate the memories of those still with us too. Having a stunt in such a public space with a high footfall makes it a real talking point, and the activity makes you feel you’re part of a community - coming together to make a little magic happen.

Memories or money - lastminute.com

It’s important to drill down to the specifics of what you are selling with your product or service. Are you selling insurance, or peace of mind? Are you selling games or laughter? What lastminute.com sells is not holidays, it’s memories. It’s the romantic time you had in Venice, or how you were flabbergasted by the scenery in Alberta. It’s that wonderful memory that you will always have with you that matters. That is what you’re spending your money on.

In the video, a handful of people discuss their most poignant or exciting memories. A woman in a lab coat then asks if it’s ok to delete those memories for a fee. The participants (quite rightly) are horrified by the notion and say ‘no’, showing that the memories made are priceless. The video acts as an incentive to book a holiday and make more of those priceless memories.

What content have you enjoyed lately? Let us know in the comments.

[ronijashworth]

Creative Inspiration: Content We Enjoyed this Winter

Long format we love you!

In the age of everyone having a blog, highly stylised long format can be what it takes to make your written content stand out. At Distilled we often ask ourselves does something being a blog post make it immediately feel less valuable than say, a white paper or a comprehensive guide? Is turning something into a simple blog post selling yourself short, is that format right for your content? With written content coming in so many forms from microblogging in tweets, to company e-newsletters, it’s important to find the right format for what you want to say, of course, sometimes that is with a simple blog post.

Each quarter at Distilled we look back over the content that has made us tick. Content that made us laugh, start heated debates, WOW at how pretty it is, or feel flabbergasted by the conclusions. Building on the 2017 summer and autumn roundup we launched last year, here’s what we loved (or loathed) with equal passion this winter. Starting with some beautiful long format journalism.

Poor Millennials - Highline Huffington Post

With so much content being churned out these days, one might argue that journalistic standards are slipping. Perhaps to fly the flag of quality, well-researched journalism once more, a select team at The Huffington Post has created a new arm called ‘Highline’. Each article features captivating movement as you scroll. Poor Millennials, which was 8 months in the making, discusses ‘Why millennials are facing the scariest financial future of any generation since the Great Depression’. I found it relatable, even though I’m at the older end of the millennial spectrum.

The frank writing style and 8-bit illustrations pull you in. Pull quotes, stats and bold use of typography make this monster of a post easily digestible at a surface level if you don’t have half a half day to read the whole thing. The tone of voice is brash and allows you to feel justified in your bitterness towards the economy. The animations aptly depict millennials emotions in a very literal way, e.g. falling through space with no one to cushion your fall. There are graphs - in psychedelic pinks, and what feels like levels and character controllability, all harping back to the 90’s rave culture and gaming that millennials hold so dear.

Ungifted - Do The Green Thing

On the lead up to Christmas, we often run about like headless chickens buying up unnecessary bits and bobs for our loved ones, just because we need to get them something. ‘Do The Green Thing’ is a public service that uses creativity to tackle climate change. Needless to say, they would like to minimise the plastic tat lying in our landfills after the festive period. How? By inspiring us to give time not objects. And so ‘Do The Green Thing’ created ‘Ungifted’. It’s essentially a list of ways you can spend time with your friends/family, whether it be a winter bike ride, a night on the tiles, or a home-cooked meal. The long format page has little gifs depicting characters joyously appreciating these activities, and a long list of numerous ideas to incentivise our consumer society to change their habits. ‘Do The Green Thing’ could have easily added in stats about unwanted material gifts, or rubbish accumulated over Christmas to further bolster the message. The page presentation is fun, lighthearted, non-preachy, and not too content heavy. This makes content consumption, and subsequent change, more likely.

Find Your Happy Place - Budget Direct

Budget Direct - a car/travel/house insurance company - has collated data on the factors that affect living standards. The tool enables you to drag and drop a modular ordered list to define your own hierarchy for these standards. Is it house affordability or pollution which are most important to you? Once ordered the tool suggests in which city you might find your happy place. A more simplistic version of OECD’s Better Life Index. Suggesting a life in a far-off city, tells us something about ourselves and allows us to daydream about where we might be most happy. Perhaps we will even use Budget Direct to book our travel insurance when we visit there!

The Gourmand’s 10th issue - The Gourmand - Matthieu Lavanchy

The food and culture journal made waves with its 10th front cover. Working with photographer Matthieu Lavanchy they took food that had already been turned into an emoji, and turned it back into food… meta. The accuracy of the photography vs the emojis is uncanny. Taking icons we see regularly, and reimagining them makes you want to compare the photos to the icons on your phone, it gets you involved.

Thank you, Lamont - Lyft

Lyft is like Uber, a cab app. Lyft has created a series of videos where the premise is giving back to their drivers. They share individual, inspirational and memorable driver stories. With big faceless organisations, and especially those in low paid service industries, stories that show a human element - and even what a positive change working for this company has had on someone's life - stick in your mind. Lamont, the driver featured here, talks about the world being his home as opposed to favouring one place (a great all-inclusive brand message). Lyft surprise him by encouraging his exploration of the world with an all-inclusive around the world trip.

Bullying Jr - Burger King in association with No Bully

Partnering with a charity can really help a brand if there’s synergy with their core messages. It shows the brand cares and is willing to use their clout to speak out to help raise awareness (or money) for those less fortunate. Burger King ‘bullied’ one of their own burgers, to help raise awareness of the impact of bullying. The narrative starts with a fact; ‘30% of students are bullied’. It then shows a bunch of school kids bullying another child. Customers in the Burger King restaurant look on, clearly moved by the scene that is unfolding before them. Yet the majority of spectators do nothing.

Then it’s the burger’s turn. Before it is wrapped up it receives a few sharp punches, flattening and breaking apart the bun whilst the filling spills out. 95% of customers complained about their burger having been bullied, yet only 12% stood up for the bullied child. This campaign isn’t aimed at the bullies themselves. Rather it exposes the impact of the uninvolved bystander, the witness. It asks them to stand up. To say something. This works for a fast food restaurant whose customers are a real mix of ages, including kids getting a quick bite to eat after school. It is the sort of place in towns where children congregate, everyone needs to eat and everyone has the potential to be bullied/see bullying. An eating place should be safe space, where communities can come together to rest and recoup.

Taste Face - Marmite

Marmite has released a face recognition tool and a gene test where the brand states that it knows if you are a lover or hater of Marmite. Marmite has always been brasher than any other brand in actively saying that its customers HATE its product, but now it reveals that science can work out your taste preferences. I actually quite like Marmite but I tried to trick the face recognition tool into believing I am a hater, by pulling my most disgusted face… and it worked, branding me ‘73% a born hater’. For me, the fascination here is more how the face recognition tool works out how much you love or hate something as opposed to it being an accurate test. Is it shareable? Yes! It’s a smart way of having a bit of fun and, of course, people like to share pictures of their own face!

X-Rated Elf - Poundland

Every now and again a brand does something controversial that gets everyone talking. Remember the recent outcry when Dove showed a black person turning into a white person? Personally, I don’t think this marketing effort aimed to be controversial, but conversation was drummed up nonetheless.

Well, some brands create controversy purposefully, shamelessly. How? By talking about teabagging… Ummmm. Yup, that's right. That’s what Poundland made a figurine elf do for it’s Christmas campaign, which was released through a series of images on social. Other scenes showed a naked poker match (Joker Joker, I really want to poke her) and a penis shaped cactus drawn on an etch a sketch (That's one prickly Christmas tree).

While some people found this hilarious, it had many others up in arms, calling it rude, offensive and misogynistic.  Poundland showed no remorse and was quoted saying ‘We're proud of a campaign that's only cost £25.53 and is being touted as the winning marketing campaign this Christmas!’ Poundland also threw caution to the wind by creating some unofficial brand partnerships with Barbie and Ken, and Twinings (who I believe asked them to remove their packaging from one of the scenes).

Holiday Video E-Card -  R&O Construction - Becca Clason

Sometimes a client’s service or product can seem so boring it’s hard to imagine how you can let your creativity run wild. Introducing Construction company R&O and its holiday E-Card by typographic genius Becca Clason. Complete with construction sound effects and Christmas music - the asphalt, sawdust and cement greeting card video really gives you that Christmassy feeling while keeping R&O and the creativity they are showing in mind. The sawdust makes up the words ‘Wishing You’ while the word ‘JOY’ is lowered into place with what seems like a crane. Christmas is a great time and excuse to send out little reminders of your company.

Memory Powered Tree - Marie Curie

This Christmas, Marie Curie created a memory-powered Christmas tree next to the London Eye in Waterloo. Each time a memory was shared on social using the hashtag #LightUpChristmas, lights on the tree would shine a little brighter. This gave people a place to congregate to share memories of lost loved ones, and to celebrate the memories of those still with us too. Having a stunt in such a public space with a high footfall makes it a real talking point, and the activity makes you feel you’re part of a community - coming together to make a little magic happen.

Memories or money - lastminute.com

It’s important to drill down to the specifics of what you are selling with your product or service. Are you selling insurance, or peace of mind? Are you selling games or laughter? What lastminute.com sells is not holidays, it’s memories. It’s the romantic time you had in Venice, or how you were flabbergasted by the scenery in Alberta. It’s that wonderful memory that you will always have with you that matters. That is what you’re spending your money on.

In the video, a handful of people discuss their most poignant or exciting memories. A woman in a lab coat then asks if it’s ok to delete those memories for a fee. The participants (quite rightly) are horrified by the notion and say ‘no’, showing that the memories made are priceless. The video acts as an incentive to book a holiday and make more of those priceless memories.

What content have you enjoyed lately? Let us know in the comments.

from Digital Marketing https://www.distilled.net/resources/creative-inspiration-content-we-enjoyed-this-winter/ via http://www.rssmix.com/

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