Creative work is never ‘just’ a solid concept or great design, a beautiful film, catchy copywriting or a great soundtrack. It’s the greater sum of a lot of different and always moving parts. No story stands on itself. It is always a part of a bigger cultural context and narrative. Especially in an increasingly makeable and individualised society, storytelling has the inherent power to reflect, comment on, influence and – in an ideal situation – change the world around us.