Storytelling archetypes fuel script twists
OK, this is not a multi-platform campaign story, and yes, that is our Holy Grail. But this simple story built on a single archetype is so powerful, that it opens up the story like a little lamb jumping on the grass in springtime. We would like to set an example of the productive power of archetypes for creativity.
This film, made by BBH London, for fruit juice brand Robinsons was so surprising that you might want to see it twice, if you’ve never seen it. I will not tell you why, that would be a spoiler, but be sure to get surprised. You will not see it coming.
The often used approach from an archetypical starting point, might not be a game-changing practice, but working with a basis of stereotyping gives room to powerful variations. It gives opening to surprise further down the narration. This is exactly what this film does, and the traditional image of the caregiver will be shaken after seeing the the twist of the script.
It is a shame Robinsons didn’t follow up this energy with more forms on other platforms, to claim the role of caregiver on diverse moments and more media than just the few repetitive messages they practiced in 2013. We would have loved to show you a rich case about the claim in this film. The archetype of ‘caregiver’ has endless possibilities, considering it's life journey, which can be stated as something like: ‘to care for others in ways they are unable to care for themselves.’
We will have to stick with re-running the film in brainstorms and presentations to get the creative storytelling juices flowing.