2:03PM June 25 2012
Creative storytelling and split narratives brought to live with tech
Developments in tech such as augmented reality, 3D and facial recognition have allowed creative’s to explore split narratives for storytelling campaigns. A split narrative is a story told from two different perspectives – so you can develop a piece of creative for a brand that targets two audiences at the same time or even turn a physical environment which tells its own story into a different environment virtually that tells another.
In New Zealand the Pedigree Adoption Drive’s latest campaign merged split narrative storytelling with an innovative spin on the optical science behind 3-D technology to raise funds and awareness for abandoned dogs. Moviegoers at select theatres in Auckland were asked to choose either free red glasses or yellow glasses for a small donation.
