Storytelling is one of the most powerful ways of sharing information and knowledge as well as building stronger, meaningful connections. Through many years, stories have been passed from one generation to another, evoking emotions and transforming people\u2019s lives.<\/p>\n
Imagine this: your family getting together for Christmas. They sit by the fireplace and start sharing stories\u2014happy, sad or encouraging\u2014they all make everyone feel closer to each other.<\/p>\n
In a similar way, storytelling can help brands succeed and build a connection with their customers. It\u2019s been a powerful tool in advertising for many decades.<\/p>\n
Take Coca-Cola, which is celebrating a century of its holiday advertising in 2020, as an example. The company is well-known for its marketing campaigns\u2014\u201cOpen Happiness,\u201d \u201cShare a Coke,\u201d and others\u2014all of which have a story to tell at their foundation and evoke specific emotions in people.<\/p>\n
The famous \u201cHolidays are Coming\u201d campaign first aired in 1995 and, since then, has become so popular around the world that it\u2019s hard to imagine a person who hasn\u2019t heard its theme song (bet you\u2019re singing it right now) or doesn\u2019t feel excited every time a Coca-Cola truck appears on the streets.<\/p>\n
Although this year has flipped the world upside down, holidays are still the perfect time for telling stories, even if we can\u2019t be physically together. And Coca Cola surprised us again. Their campaign for the 2020 Christmas season, directed by a New Zealand film director Taika Waititi, shows us what is truly important.<\/p>\n