Can branded storytelling be earnestly good storytelling?
Oh sure, content marketers will always say "yes absolutely," especially if paying clients or bosses are anywhere nearby.
But ask the average human what the last good "branded story" they enjoyed was, and you'll likely be met with blank stares. Perhaps, though, that's because the best branded storytelling is so good at selling, you don't even notice you're being sold.
Four years ago, Adweek set out to identify best-in-class work at the intersection of marketing and narrative. Ever since, the Arc Awards have honored branded storytelling done right—both in terms of craft and effectiveness.
You'll definitely want to check out this year's winners, which run the gamut from Tinder's apocalyptic choose-your-own-adventure to Wendy's meticulously crafted role-playing game.
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
