Create a story based on the emotional response to a product or service.
Individual or in groups.
Access to the product or service itself.
A commercial or story based on an emotional response.
This exercise is based on the the keynote of Jessica Tscherrig.
Good commercial stories can be build upon the emotional reponses that a product or service generate.
First explore how you or your group members feel when you consume the product or service. You do this by experience it. When your product is a food product: eat it. When your product is a computer game: play it. When your service is a shop: go there and buy something. Feel the experience. While you do this, do not focus on stories yet, but carefully write down all the emotional responses you feel.
If you do this exercise with a group, you can do the experience together, but you can also do it individually. The best way to get a variety of results is to not hear the results of the people who were before you. It might be easier for the experience to not bother with writing, so you can ask a group member (who already consumed the product) to take notes while you just shout out your emotions.
After you’re done with your emotional roller caster, step away from the product or service and look at the list of emotions you collected. Each one of these might contain story hooks. Pick your most surprising or favorite emotion, and try to dramatise it.