At SXSW on Saturday night, Adweek honored the finest brand storytellers of the past year. The Arc Award winners represented brand names like Wendy’s, CNN and Land O’Lakes and lesser-known brands like Dutch confectionery company Tony’s Chocolonely.

During the event, Adweek caught up with the honorees to talk about what makes great storytelling and why it’s so important for brands to listen to their customers.

“Its really about understanding what your customer is looking for ,” said Kaaren. “and what the audience wants to hear”