We knew that someone would eventually callout the idea of advertisers as “storytellers”…and that someone was Stefan Sagmeister of design firm Sagmeister & Walsh. He made his comments at the CAMP Festival in Calgary.

In the interview, Sagmeister attacks the urge for those in the communications industry to rush to re-assign themselves as storytellers. “Now everybody’s a storyteller,” he says, before dismissing the trend as “bullshit”.