Storytelling in Advertising

We’re D&AD – a global organisation that inspires, celebrates and enables creative excellence worldwide. Discovering and nurturing talent is at the heart of what we do, supporting creatives throughout all stages of their careers.

In this course we bring our rich history of awarding and inspiring powerful storytelling in the creative design and advertising industries to show how using a narrative can make your brands and products stand out from the crowd.

Join high profile creatives, including Sir Alan Parker, Peter Souter, Gary Hoff and Al MacCuish as they share practical advice about how to create compelling stories that sell products, brands and values.

Structured across four weeks, you’ll be given the context of why we use story and guided through how to:

• Create a narrative
• Communicate a brand through story
• Engage your audience
• Amplify your message through digital

Both theory and practical tasks will be supported using examples from D&AD’s extensive archive of award winning creative work.

To get ahead of the game, start exploring D&AD’s archive of award winning creative work now.

This course is for everyone who wants to understand how storytelling can add value to a campaign. It will be particularly relevant to those studying or already working in the creative industries - specifically advertising, marketing and design.

Basic understanding and knowledge of the advertising industry will be helpful.