WHAT’S THE STORY?

NExT lEvEl cREATiviTY SPONSORcONGRES 08

ABSOlUTHUNK

ABSOlUT HUNKREciPEDeemeD ‘Delish’ by samantha

• 4 PaRts absOlUt Vanilla• 1 PaRt simPle syRUP• 1 PaRt FResh lime JUiCe• sPlash OF PineaPPle JUiCe

ADiDASAJAxSHiRTSWAP

Will THE REAlOFFiciAl SPONSOR

PlEASE STAND OUT NOW?

AS ADvERTiSiNG TURNS TO PROPS, PROPERTiES

AND PASSiONS

SPONSORiNG BEcOMESAN iNTERESTiNG

ExTENSiON OF THEADvERTiSiNG STORY

HOW TO cREATE ANENGAGiNG NARRATivETHE 3 MAiN DEvicES:

1. DiAlOGUE 2. PlOT 3. cHARAcTER MOTivATiON

1.DiAlOGUE FROM TARGET AUDiENcE TO; SPORTS FANS MUSic lOvERS ADRENAliN ADDicTS GAMERS…

NiSSAN PlAYSTATiONGT AcADEMY

NiSSAN PlAYSTATiONGT AcADEMY

1.DiAlOGUE

DEvElOP A RElATiONSHiP

ERNST&

YOUNGMEDAlS

FOR OlYMPic

cOAcHES

ERNST&

YOUNGMEDAlS

FOR OlYMPic

cOAcHES

2.PlOT

BEGiN - AT ‘THE END’

HEiNEKENcHAMPiONS

lEAGUE SEASON

2.PlOT

FOllOW WiTH - THE BiG iDEA

ADiDASBONDED BY

BlOOD

2.PlOT

END WiTH - THE cREATivE iDEA

3.cHARAcTERMOTivATiON

DO i UNDERSTAND?

BUGABOODAY TRiPS

la bella vitaBegin your day at Bertoni’s Italian Café, an intimate family-run business and

energetic urban breakfast scene for both parent and child. Line up for premium

espresso made by barista brothers Anthony and Alberto (Babycinos, a Sydney

tradition, are free for toddlers) and choose a toasted panini, or indulge in an

Italian pastry prepared fresh every day by their mother, Maria. Then settle into the

communal seating area to rub shoulders and share stories with the locals, or pull

up a couple of milk crates at the entrance and take in the early-morning urban

buzz of Darling Street.Bertoni’s Italian Café281 Darling St.

oh, darling Wave goodbye to your new friends and head north to a series of shops designed just

for you. Duck Egg Blue features modern homeware and unique clothing creations

from both Australian and international designers. Plenty Kitchen & Tableware is

certain to instil (or refresh) a passion for cooking utensils. Bambini on Darling

delights in the form of designer clothing lines and the city’s best range of Italian

shoes for children. Bray’s Kids Books will engage both parent and child with their

selection of Australian and international literary favourites. On Saturdays, the

Balmain Markets, an animated maze of friendly salesmen, offers a range of locally

crafted goods from fresh produce and ethnic foods to handmade greeting cards,

children’s clothing, and toys.

ahoy, mates Fed up with shopping? Hop into Gladstone Park and burn off some energy in the

playground. Or continue your 15-minute journey north with a stroll amongst

historic sandstone buildings (now home to established pubs, art galleries,

boutiques, and private homes). A play area overlooking the harbour marks your

next stop: the ferry port. While the Balmain East route is not part of any expected

tourist itinerary, it does feature the inspiring city scenery Sydney is famous for.

Introduce your child to these views as you make your way by water to Circular

Quay. Peek at the underside of the Harbour Bridge and enjoy a sparkling cityscape

that includes the iconic Opera House.

Gladstone Parkcorner of Darling St. and Curtis Rd.Balmain East Ferrywww.sydneyferries.nsw.gov.au/

contemporary colour Roll off the ferry a few hundred metres to the Museum of Contemporary Art

(MCA) to lounge around on the large expanse of grass at the front and watch the

colourful crowds and buskers. Or head inside (it’s free) to wander through the

galleries. Baby Primavera, a brand-new programme for parents and babies (0-2

years), is designed to bring the frequently-rotated exhibits to life in a way that

illuminates both developing and mature minds. The ground-level store is

impressive with its modern collection of books and collectables.

Museum of Contemporary Art140 George St., The Rocks www.mca.com.au

city under glass Next, head into the recently restored Customs House. Formerly a centre for

trade, this listed building is now a dynamic cultural crossroads whose soaring

atrium, dramatic spiral stairs, exhibits, library, and modern restaurants (Young Al-

fred and Café Sydney) inspire young and old alike. Track your day’s route on the

giant model of Sydney embedded beneath the vast glass fl oor in the main recep-

tion area, then park yourself at the City Lounge and peruse the extensive public

newspaper and magazine collection sourced from every corner of the globe.

Customs House31 Alfred St.www.cityofsydney.nsw.gov.au/customshouse/

fi g, fox, ferryMake your way to the Royal Botanical Gardens where

you and your child can take in the wonders of the

world-famous grounds. Enjoy a treat in the garden café,

fl op down under a picturesque Moreton Bay Fig Tree for

a short snooze in the late afternoon sun, or wander under

the tropical trees to count the ubiquitous Grey-Headed

Flying Fox bats resting their wings before their evening

adventures. A pathway along the water’s edge guides you

back to the ferry terminal via the Opera House—a relaxing

end to your day in the sparkling harbour city.

Royal Botanical GardensMrs Macquaries Rd., Sydneywww.rbgsyd.nsw.gov.au/

5

4

1

2

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Duck Egg Blue246 Darling St.www.duckeggblue.com.auPlenty Kitchen & Tableware 256 Darling St.

Bambini on Darling 244 Darling St.www.bambiniondarling.com.auBray’s Kids Books262 Darling St.

Balmain Markets atSt. Andrew’s Churchcorner of Darling St. and Curtis Rd.

®

3.cHARAcTERMOTivATiON

DO i cARE?DO i cARE TO ENOUGH TO SHARE?

OBAMAcAMPAiGN

RUNWAY TO

cHANGE

WHAT iF …

WHAT iF …1. We stopped interrupting and started engaging?

WHAT iF …1. We stopped interrupting and started engaging?2. We figured out exactly who we’re talking to?

WHAT iF …1. We stopped interrupting and started engaging?2. We figured out exactly who we’re talking to?3. We were clear about what we want in ‘The end’?

WHAT iF …1. We stopped interrupting and started engaging?2. We figured out exactly who we’re talking to? 3. We were clear about what we want in ‘The end’?4. We created a story that was fulfilling for the

consumer and the brand?

WHAT iF …1. We stopped interrupting and started engaging?2. We figured out exactly who we’re talking to?3. We were clear about what we want in ‘The end’?4. We created a story that was fulfilling for the

consumer and the brand?5. We dared to be different?

WHAT iF …1. We stopped interrupting and started engaging?2. We figured out exactly who we’re talking to?3. We were clear about what we want in ‘The end’?4. We created a story that was fulfilling for the

consumer and the brand?5. We dared to be different?

NExT lEvEl cREATiviTYSPONSORcONGRES ‘08