Today, 2nd of December, we have attended Eurobest at 10 o’clock. The fist speech we have heard was entertained by Bruno Bertelli, Jury President of Eurobest. He talked about storytelling in general and how it affects publicity. Ads today have to follow a certain structure to be attractive to the public. As Mr. Bertelli explained, the “story” has to have only one protagonist, has to have a turning point, has to be doubtful until the end and has to have an unforeseable ending. His speech was very structured and had examples for every idea and point that he stated. In the end, his speech was one of the best that we have attended at Eurobest 2016.