One word spins its own story.

07.17.2017

Ah, the great art of storytelling. Igniting the imagination since the dawn of time. Here at (add)ventures, we use artfully crafted brand stories to engage audiences. But what about when tasked with just a word, nothing more? We spin one single thing into a great big something.

To foster office-wide creativity, we created Tater Tots and Tall Tales, a writing series that honors the art of storytelling. The premise? We choose a word and give (add)venturists a month to craft their tale and share with our team while snacking on, you guessed it, tater tots. For our premiere event, we chose the word LUSH

Within every word lies a story. And you can almost always find more than one definition for a single word. It’s just a matter of perspective; if you dig deep enough, you can write captivating tales that inspire new words, new connections and new viewpoints. That’s exactly what our storytellers did when faced with a seemingly simple four-letter word. 

Our first writer, Michaela, content director, video/animation, walked the path of nostalgia—recalling the lush locks of her grade school crush as she segued into a lesser-known British take on the word as it applied to her pre-smartphone world.

For our second tale, Erica, senior director, strategy/insights, put on a different hat, engaging listeners with a history lesson on all things lush. Passionate about etymology and word use in culture, she angled “there’s a story behind everything” and applied it to the art of branding. She taught us that lush stemmed from Shakespearian greenery, grew into London slang and eventually took a seat in a Victorian Era pub club—who knew one little word could be so many things? 

And that’s the beauty of storytelling. One simple word can take on different meanings for different people, it’s just a matter of discovering perspective. Once uncovered, we believe successful brand storytelling creates an emotional connection, always leaving the audience wanting more, maybe even inspired enough to tell a tale of their own.

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