Tag Archive | Rapha

Storytelling 2.0 / How to use Tumblr, Vimeo, and brand website. feat. Dunhill, Rapha and Nick Wooster.

‘Storytelling reveals meaning without committing the error of defining it.’

Hannah Arendt

There is a guy called Kafka. He’s a writer, and he’s got big ears. He imagines a man waking up, one day, to find himself transformed into a big cockroach. It’s a simple story, but it’s so twisted and obscure, once you read it is going to haunt your dreams forever.

That’s the power of storytelling. You know, Mr. Tamburine Man, Lucy in the sky, Alex and his droogs, the story of a watch as Captain Koons/Christopher Walken tells it in Pulp Fiction, and so on and so forth.

Nowadays, every Social Media Guru, Ninja, Ringmaster, Druid or whatever these mythological semi-gods 2.0 define themselves, tell brands that storytelling is paramount for their businesses online.


But then you see lots of brands, desperately lost, drowning, unable to breath, trying to come up with the right anecdote, fable, narrative, failing miserably.

At the end of the day, many don’t even get social media; they are just there because everybody else is – a Tweecious circle.

Many have a website; sometimes it looks amazing, sometimes it doesn’t. Most of the times they have it because you have to have it. Like a pair of gloves, you buy them because the winter is coming and everybody have got them, then you don’t use them very often.

What about video? It has been the next big thing for five years now, but never took off like it was supposed to – with a supersonic bang.

Still, many see a video and go “WOW, I want a video, too”, then often come up with some expensive, pointless, and confusing stuff – look at CHANEL’s YouTube channel.


Now, here’s three great ways to use video, Tumblr and a website to tell a story.

Website / Dunhill – The gentleman par excellence

Dunhill…Just look at it. Images, sounds, videos, gentlemen, art, style. Perfection.

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Fixed gear bicycles and luxury brands / $500k for a bike? Yep. And you have to change the tubes yourself.

Mods, punks, rude boys, skinheads, casuals, b-boys, skaters and bike messengers have something in common: they are part of structured subcultures that originated from the street, then became visible and ostracised by society, and eventually ended up on the catwalk, to be finally absorbed into the mainstream culture. Read More…

We asked Google “What is luxury?” – Part 2. Gentlemen, Dandies, and Roberto Cavalli.

‘Some people think luxury is the opposite of poverty. It is not. It is the opposite of vulgarity.’

Coco Chanel

‘Manchester United?’ said Michael Jackson, after watching a football match with Mohamed Fayed at Fulham in 1999. ‘I don’t know them. How much are they?’

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