We live in a time when 70% of audiences say they hate advertising, yet Mattel turned Barbie into a billion-dollar box office hit. The rules of marketing have changed.

David Incorvaia, Founder and Creative Director of Lure, and Hugo Heimpel, partner and Creative Producer at S87 — Lure’s production studio — explore how storytelling, rooted in human evolution and cultural memory, has become a strategic edge for modern brands. Drawing on millennia of human behavior and the rise of brands acting more like film studios, they show how the stories we tell shape what we do, believe, and buy. 

With behind-the-scenes insights from their Hollywood roots and two decades of campaigns for global brands, they make a clear case for branded storytelling — documentaries, long-form content, and narrative formats — as essential tools in a world flooded with irrelevant ads.

This talk is a practical argument for fewer ads and better stories. Expect tools, examples, and a smarter way to think about your next marketing move.

Die Anmeldung startet Anfang Mai.