"No Longer in a Relationship; Wants Belongings From Apartment"
Stories With Heart – a fortnightly corralling of the best storytelling insights, for people and organisations aiming to win hearts and minds by telling better, richer stories.
Hello, story lovers, Sam Lightfinch here. Welcome to Stories With Heart. As a brand strategist and storyteller, I create narratives that resonate with people and drive organisational success.
Are you weathered woodworkers ready to bevel the edges of story? Me too. Let’s grab the gauges, and chisel.
🏆 Story of the week 🏆
A Case of The Mondays | Coors Light | Mischief @ No Fixed Address
At this point, Jack Salmons and I are each other’s creative appendages. We’ve worked together at three agencies across a decade. Which means he knows exactly how to poke my ego’s pink underbelly. And it’s always about spelling.
He’s a master at leaving it just long enough, and choosing just the right word to make me start sweating. So when I saw this billboard from Coors, my stomach did that thing it does on rollercoasters for the poor person who’d penned it.
Only, it was purposeful. Mischief gave Coors a case of the Mondays. They built a campaign around the idea that everyone feels sluggish on Mondays, especially on the one after the big game. They’ve won the Superbowl ad war before it’s started.
And I’ve seen Mischief on LinkedIn hammering home the message that it wasn’t a marketing stunt – it was a case of the Mondays. They are so committed to story.
Takeaway: A) work with you buddies B) This is a masterclass in sticking to the script with a straight face, but a cheeky smile in the eye.
Research of the week
Uncomfortable | Further & Further
Further & Further are my favourite research agency. Many reasons for that, the main one being how they marry thought and story. Most of their research pieces come in two parts – a documentary and a report.
The latest is Uncomfortable, an exploration of people and life experiences that are rarely included in research. Both the doc and the report are worth your time if you want to consider how research often oversimplifies, over sanitises and overlooks people and situations.
Takeaway: Too often we try to tell people stories – or worse, tell their stories – without getting to know them properly. And stories are for readers, not tellers.
Art direction of the week
You’re Almost There | Uber | Mother
There’s that bit at the end of Love Actually where Hugh Grant says something mushy about airports. I’m sure his soliloquy will have made it into Mother’s strategy pitch for these Uber Ads, which were run out across London Gatwick.
Absolutely one of those wish-I’d-thought-of-that ideas. Every ad in the campaign is strong, and tells its own charming and heartwarming story.
Takeaway: A sharp insight can turn even the most functional product features into a beautiful story.
AI panic of the week
Losing Our Voice? | The Guardian | Robert Booth
As more of us worry about AI cuckooing its way into our very fabric, this article looks at how language might change if we let the bots chat amongst themselves in our inboxes and social feeds. Maybe we can all go play outside while they do that.
But when I invariably get sunburn (cheers climate collapse) I’ll come back inside and realise there’s opportunity. Practicing language, honing a voice and having something to say will elevate me above the prattle of banality.
Takeaway: Now is the time to focus on the craft of story. If everyone begins to adopt the same voice, it won’t be hard to stand out with a unique point of view.
Book of the week
Integrity Etc. | 3800
The studio I work for has published a book. It’s a book that asks, “are company values shit?” And, when they are, how can leaders forgo the usual guff and craft values that resonate with people and drive sustainable success?
Insight, ideas and questions are spread thick like peanut butter across 180 pages. It’s a book for people wanting to turn the tide on tired, predictable and ineffective values. Plus it looks bloody beautiful… and there’s a few pictures of my mush in it.
Takeaway: Learn how to turn uninspiring company values into actionable, future-shaping strategies.
My story of the week
Get Some Fingerprints On It
I got a right treat in the post this week – a huge pack of screen wipes. Context: my screen often looks like an impressionist oil painting. I’m always jabbing at it. Pointing to things I like. Stabbing at ideas I don’t until they morph into something new.
But I’ve come to see the greasy smear as a measure of good. Because more finger prints equal more opinions, deeper questions and better decisions.
And if I can make work that makes me touch my screen, it might touch others in some way, too.
Maybe it’s because I’ve just written about company values, but I like the idea of adopting ‘get some fingerprints on it’ as a mantra. I’m going to remember it when telling stories. You might want to, too.
Takeaway: Our stories should have our greasy prints all over them. Aim to make yours resemble warm, well-thumbed, multi-hued Playdough, rather than a fresh-from-the-tub effort.
THE END(ISH)
Hopefully, you’re here for me, and not because you’re looking for Sam Light, the kiteboarder.
If it’s the former, I’d appreciate it if you A) share this newsletter with someone who might like it, or B) check out my website.
If it’s the latter, he’s really good. Put this newsletter down and go watch him jump over a pier on YouTube.
Love, Sam ❤️