How These Cannes Winners Utilized the 7 Basic Plots of Storytelling

They’re the foundation for some of the most successful and creative work

There was quite a bit of chatter at Cannes Lions this year when Samsung’s CMO, YoungHee Lee, uttered the word “storyliving” onstage during a presentation at the Palais. While I can’t quite figure out the merits of the “living” part, I do know for a fact that the “story” part is alive and well and powering the best work in the festival.