DRAW & UNDERSTAND
A whiteboard film is a tool. And when it comes to communicating more complex messages, you might call the whiteboard format a multi-tool.
As the name indicates, it’s a film where the story is told through drawings on a whiteboard. And that’s exactly the strength of the format. This method of storytelling provides a lot of freedom, when visualising ideas and connections from a script being read by a narrator. At the same time the format is quite simple. There’s a whiteboard, a drawing and a subsequent animation of that drawing.
It is crucial for the end-result to construct a relevant and interesting storyline that can be executed in a dynamic and engaging way. Otherwise the format becomes boring and static. On the other hand, if you manage to use the whiteboard format creatively it is possible to articulate the content through metaphors and parallel storylines, to deliver key messages and in-depth understanding to a wide target audience.
When the whiteboard format is combined with great storytelling you get a strong tool to communicate values, create motivation, visualize goals, explain the need for changes and much more.
“Everybody loves a great story. The great story sucks us into a universe and helps us create images in our minds. Storytelling is the most effective tool to transform facts and logic to feelings and presence. So your messages make an even greater impact.”
[Michael, Elkan Børsens Ledelseshåndbøger]
COMPLEX STUFF – SIMPLY TOLD
New strategy. Change in the company’s supply chain. Implementation of CSR. Or roll out of new IT systems.
Those are just some of the complex messages we help our clients communicate. Through storytelling in the whiteboard format. Se a couple of examples below:
CASE: CHANGE IN SUPPLY CHAIN MANAGEMENT
One example of a successful whiteboard film is the one we produced for the Danish C20 company, Carlsberg, that needed to implement changes to their supply chain. The changes involved more than 10,000 employees across several countries. These people had to change their workflow to adhere to the new supply chain.
The changes brought along a range of questions: “Why are we doing this?”, “What is going to happen to my job?”, “Can’t we just continue with business-as-usual?”, “What’s the future perspective?”.
Questions we answered with a whiteboard film. First off, the film described why the changes were necessary. Secondly, the solutions were presented along with the advantages of this new approach. And thirdly, we addressed some of the most widespread concerns and highlighted the perspectives for the future. All told in one narration, with the overarching purpose in mind.
The film was used in every affected country as the first part of the communication effort. Before e-learning and before the actual changes occurred. This strategy got everyone involved on board and ready for the transition.
As with all types of film we first need to define a purpose and a target audience. After that we create a synopsis where we define the main points and messages through careful considerations. What’s the big idea and the burning platform? What are the consequences if the client doesn’t implement change? What specific idea is most important to get across to the target audience? Which values will the new changes provide? And many other considerations.
During the work of constructing the synopsis the creative process begins. Here we look for a story that can embrace the key points and messages. Do we, for instance, need a “Superman” to represent the company’s future innovations or do we need the action to occur on the North pole?
From the synopsis and the preliminary creative process, we write the script. This process can be demanding, because it’s here the story and key message have to meet. In a good flow, with good structure and a good line of arguments.
After the script is approved we do a drawing workshop, where we attach imagery to every sentence. That provides us with the storyboard.
When the storyboard is approved we produce the movie. This typically takes one to two days. Below is a couple of pictures from a production day.
POST – PRODUCTION
Here the director and animator, Pierre, creates the final result with animations, speak and sound effects.
LAUNCH AND DISTRIBUTION
The film is ready to be launched and distributed on channels such as Facebook, YouTube, the client’s homepage, campaign site, Intranet, etc. It’s important to create a strategy for the distribution of the film. The whiteboard format ensures that the viewer understands the movie; the distribution strategy that there will be viewers.
MORE DRAW & UNDERSTAND
During the previous years we’ve made whiteboard films for Novo Nordisk, Carlsberg, Nets, DONG, Dansk Energi, Professionshøjskolen Metropol, Inwedo and Takeda. The films span various subjects with very different messages. We have worked with communicating changes in meeting behaviour, supply chain changes, implementation of new strategies, increased focus on customers. And we have told the history of various companies’ and presented their new visions for the future.