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Course Guide

How to master the art of storytelling

Storytelling is a super power hiding in plain sight.

Everyone loves a good story. Why is that? What are the ingredients of a good story?

Cannes Lions brings their rich history of awarding and inspiring powerful storytelling in the creative world to show you how storytelling can make you, your brand and your products stand out from the crowd.

You’ll master the practical skills step by step from high profile creative leaders from around the world, including Keith Reinhard, Gabriela Lungu, Rory Sutherland, and more.

During the course you’ll also get access to over 50 best practice case studies, and upon completion you’ll earn a certification from Cannes Lions.

So whether you’re in advertising or work in marketing and want to grow your brand, or even a budding entrepreneur wanting to refine your pitch, come join us today and master the world of storytelling.


Learning with Cannes Lions

Created in partnership with the industry, Cannes Lions has created this short course to explain the importance of storytelling and why it sits at the heart of every successful brand.

Combining videos from key contributors and showcasing Lion winning work, we’ve designed this course to teach you the fundamentals of great storytelling, and ultimately share techniques and principles to help you to tell better stories.

The way you’ll learn has been designed for creative learning in a digital age. Everything is split into small bite sized lessons that you can take in your own time, with quizzes at the end of each lesson to test your knowledge. As you progress, you’ll earn points and badges so you can see how well you’re doing compared to your peers.





James S.

United Kingdom

Very accessible and entertaining, thoroughly recommended.

Sarah B.

United Kingdom

The gamification format makes the courses addictive and so much easier.

Charlotte B.

United Kingdom

Really easy to digest and the right balance of video and article content.

Hannah T.


Happy I joined. I really enjoyed the interesting case studies and handy tips that you can look back on.

Nicola R.

South Africa

Fantastically interesting, diverse and ultimately engaging, perfect for the curious.



Understand what stories are, where they come from and why we need to master our storytelling talents.


Learn how and why storytelling sits at the heart of any successful brand.


Understand the science behind how storytelling works.


There are many components that make up a story. Learn what they are and how to optimise each one to make the most impact.


Understand how best to put together all the key components that make up a story.


Master the key techniques and principles to help you to tell better stories.

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Meet your

Thought leaders

Cannes Lions

Since its first outing in 1954, the Cannes Lions International Festival of Creativity has been bringing the creative communications industry together every year at its one-of-a-kind event in Cannes to learn, network and celebrate. Now for the first time anyone in the world can learn from and be inspired from the best of the best in the industry all from the comfort of your own home.


Gabriela Lungu

A Cannes Lions award-winning creative leader and entrepreneur, Gabriela Lungu has more than 20 years of international integrated experience in Advertising and PR that she now uses to give wings to other professionals with a focus on storytelling.

Website: WINGS Creative Leadership Lab

Keith Reinhard

Keith Reinhard is Chairman Emeritus of the DDB Worldwide Communications Group, Inc., one of the world’s largest and most awarded advertising agency networks. A member of the Advertising Hall of Fame, Keith has been referred to as the industry’s “soft-spoken visionary” by Advertising Age, which in 1999 named him one of the 100 most influential figures in the history of advertising.


Debbi Vandeven

Debbi is the global chief creative officer at VMLY&R. Since joining VML in 2000, Debbi has continually fostered a collaborative creative environment that delivers smart and innovative solutions to clients around the world, including Colgate-Palmolive, Dell, Electrolux/Frigidaire, Ford, Gatorade, Mastercard, New Balance, PepsiCo, QuikTrip and Wendy’s. Her creative philosophy focuses on the idea rather than a specific channel, and she encourages teams to approach any project from this perspective.


Rory Sutherland

World leading proponent of Behavioural Economics, Rory Sutherland, kick-started the field when he lead his presidency agenda at the Institute of Practitioners in Advertising in London. Affectionately known as the Wiki Man and self proclaimed fat bloke at Ogilvy, Rory is an award winning ‘behavioural impressario’ and a natural at communicating new ideas.


Chris Baylis

Chris Baylis is a multiple Cannes Lions award winning creative thinker and leader with over 18 years experience in integrated advertising, marketing, copywriting and brand-building. Chris is currently based in Amsterdam but hails from London and has worked all over the world.


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What people are saying

Peter D.

United Kingdom

This course is a revelation. A complete departure from how you’ll remember the tedious classroom based learning of your youth. Storytelling is engaging, entertaining, practical and effective in delivering learning. Featuring some excellent speakers, loads of great examples and a lovely touch of humour along the way. Delivered as bite sized chunks to allow for it to be incorporated in your busy day. I also love the gamification aspect, which inspired me to try and climb the leaderboard. Highly recommended

Graeme M.

South Africa

I loved the storytelling course. It helped me think about adverts as more than product recommendations but rather the different stories have to tell.

Irene B.

South Africa

This storytelling course is a must do for all creative writers out there. The course really helped me to think about the crucial elements that are necessary to captivate a reader and ultimately promote a brand. Really enjoyed it!

Nick C.


Overall I really like it, the content, format, Cannes certification, case studies etc. A good cross section of thought leaders to learn from too. Wish I had had this when I first got into advertising!

Subramanya C.


The course content and format is well designed. Five stars for the quality and quantity.

Lee P.

New Zealand

An excellent course for new creatives, as a refresher for more experienced creatives, or to be honest, anybody who has to do ‘storyselling’ (see what I did there) in their business life - in other words, anyone. How did you hear about us? Already a subscriber to 42 Courses, and have had various work recognised (short-listed) at the Cannes Lions over the years. Was also a judge at the Cannes Cyber Lions and Young Lions some years ago. How can we make your experience even better? Yet again - content was top notch, some of the frameworks were great little reminders, great to see some of the great Cannes work used as part of the teachings. All in all, almost as good as it gets 🙂

Matthew P.

United States

The most efficient way to learn the most relevant and important techniques and trade secrets of story telling from the industries greats. All in bite sized sessions, from the comfort of your home/office/wherever you are. It’s online and it’s certified.

Stuart M.

United Kingdom

A great course. Gives you the tools you need to tell compelling, powerful stories that communicate your brand’s core message.

Maren U.

United Kingdom

This course is the perfect balance of short videos from experts, helpful summaries, case studies and a variety of exercises which explore the subject of storytelling thoroughly but concisely. Would definitely recommend.

Jereek E.


An eye-opening masterclass on how to tell better, truthful stories.

Aaron B.

United States

Great course covering all the foundations of storytelling.

Daniel C.


Excellent stuff. Would recommend it any day.

Dina M.

United Arab Emirates

This course helped inject structure to all the stories lingering aimlessly in my head

Thomas C.

United Kingdom

I’ve always loved a good story. But what this course taught me is just how powerful they can be. From building a business to charming a date to selling an idea - This course covered it all. What I loved is how simple the course breaks down big stories. Now I know how to craft stories that inspire - and not worry if I’m boring people! Highly recommended!

Till B.


Many great insights. Strong brand and marketing focus!

Ryan R.

United Kingdom

The course reiterates the fact that storytelling is an important tool to our communications arsenal, regardless of job description. Wonderful course - learnt a ton of practical take away skills in a relatively short amount of time.

Jan M.

Czech Republic

It’s one of the best course on! Well-arranged, a lot of examples and selected leaders of the course are perfect!

Monil N.


This course will help you understand your world. We live in the midst of great stories and this course will help you understand and use stories to become effective. It could be your work, life, relationships or even a coffee chat with a stranger.

Drew M.

South Africa

The storytelling course will give you a very solid grounding in the power and components of storytelling. Whether you’re in advertising or writing it will shed helpful insights into how you can be remembered with your work.

Lauri K.


Short and sweet introductory to storytelling, wanted more writing tasks to put skills to the test.

Krishna P.

United Arab Emirates

What I like about this course: Watching a lot of award-winning ads and actual brand campaigns that worked over the years -- I find this really valuable and helpful. The questions/quizzes pushed me to think about what makes my favourite brands stand out.



This course makes the complexity of brand storytelling simple and easy to understand. I enjoyed it and am happy to have the certificate.

Calum G.

South Africa

I've always wanted to learn more about storytelling from the greats in advertising. You guys did a great job! Bravo.

Adam B.

United States

Changed my way of thinking about advertising completely. Super amped to apply the lessons learned to my own work. #storytellingforthewin

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