Companies realized long ago that to sell products and create loyal customers, they needed to craft and communicate a great story around their product. Storytelling is now used to market almost any cause: commercial, creative, or charitable. Here C.C. Chapman, creator of groundbreaking marketing campaigns for shows like True Blood and the Discovery Channel's Shark Week, talks about how good, honest stories can elevate brands, businesses, and worthy causes. Learn how he turned his experience making and marketing independent films in a pre-YouTube era into an award-winning agency, The Advance Guard, and then refocused his skills to fight poverty in underprivileged nations like Ghana with the One Campaign.