Friday Thing/k: I’m a Nightmare Dressed Like a Dream

Yoav Tourel
Yoav Tourel

 I'm a Nightmare Dressed Like a DreamHi, all.

Hope you had a good week.

Welcome to Friday Thing/k — a brand storytelling canvas where I’d like to share with you smart, creative, inspiring, engaging, cool, and innovative content marketing ideas that take my digital marketing breath away once a week.

There’s something about explaining a dream that makes people stop and listen.

Test it out with the person sitting next to you:

“I had a dream last night…”

See how quickly you get their attention.

I think that dreams are the best stories because everything is kosher. They also don’t need to follow any storytelling formula or template — Anything can happen, and you can’t say it couldn’t happen because it’s a dream.

Your dream. Which can be emotional, funny, scary, sad, romantic, fantastic, bring you to tears, or make you talk in your sleep.

They are highly engaging and if you’re an average person you probably have about 3 to 5 dreams per night. In fact, during a full 8-hour night sleep, two hours of it is typically spent dreaming.

Who needs TV?

The best show in town is in our heads. Ad free!

Well, here’s the thing/k about being ad-free — maybe not for much longer.

You see, Dutch production company Studio Smack ‘dreamed’ up what branded dreams might look like in the future…

We see ads everyday and everywhere. They have become part of our life. While some people try to avoid seeing ads, advertisers keep finding new ways to reach us. However, they are unable to reach us when we sleep. Our dreams are the last safe and add-free place, so it seems. But what happens when advertisers have the possibility to enter our dreams? Based on recent developments in brain science and technology this might be possible in the near future.

The animated short which follows is an impression of a dream infected by a brand we all know:

What do you think/g?

A nightmare dressed like a dream?

I first heard about these branded dreams from the super creative guys over at GefenTeam. 

And on the subject of dreams, as part of the exhibition, “Disney and Dalí: Architects of the Imagination” which just opened at The Dalí Museum in St. Petersburg, Florida, advertising agency Goodby Silverstein & Partners has created the Dreams of Dalí: a virtual reality experience.

Dreams & VR.

Hmm… aren’t both the same ‘technology’?

Before you click away, these posts are written Down Under — Australia is kind of dream in itself.

Here’s ‘how it feels’ to visit Australia, via the new global campaign from our friends at Tourism Australia which includes 17 virtual reality experiences and 360-degree videos:

I guess that Outbrain ANZ is living the dream!

I heard about this one from one of Aussie ambassadors in the NY office, Natalie Chan.

See you next Friday.

As always, feedback is more than welcome, and needed so please leave comments below. Additionally, if you have anything/k in mind, I would love to discover it.

Just call me Joe.

Yoav Tourel

Yoav Tourel

Yoav is Head of Sales, APAC at Outbrain. He joined Outbrain in 2012 as the Head of Account Strategy in Australia & New Zealand. Before that, he was born and bred as a media planner and for more than 13 years he worked in advertising, media and research roles, mostly in the agency land. He's also, a proud father of 3 girls (girls rock!), married to a vet (vets rock!). Oh, and some would say that he looks like Andre Agassi and sounds like Borat. Anyway, just call him "Joe" (or "Yoey").