The Hero’s Journey is one of the best known and most often used devices in literature and screenwriting. It’s the same structure that some of our favorite stories use, such as Star Wars, Lord of the Rings, and Breaking Bad.
There’s interesting psychology behind this idea: It’s a “there and back again” process, where the reader is taken from a place of stasis on a journey, and then back home having changed and armed with new knowledge. All good stories follow some semblance of this basic process.
It’s an effective story structure that can be applied to novels, ad campaigns, songs, or simple jokes. Humans have been telling stories for thousands of years, and this process is deeply ingrained in the mind and psyche.
Good advertising is good storytelling. To communicate effectively, why not organize a project in the same way our minds are designed to interpret ideas?
The Hero’s Journey was the inspiration and spiritual strategy of this Zion National Parks campaign