THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

1778 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →

1201
Arts and culture / 2015DEEPER STUDY · 5 MIN READ

The Museum of the World

British Museum / Google

Make a collection explorable through relationships, while explaining what the visual structure includes, omits and means.

An extensive collection needed an approachable online route. Decide what a new visitor should be able to ask: what happened around the same time, what shared a function or what came from a particular place. Use that question to organise the interface. A dramatic visual structure can be difficult to navigate if its purpose is unclear. Start with a small collection and verify that the arrangement helps people formulate useful questions rather than simply admire the display.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Relationship-led discovery
1202
Libraries and publishing / 2018DEEPER STUDY · 5 MIN READ

Insta Novels

New York Public Library

Bring substantive reading into an existing audience habit, redesigning the experience rather than reducing the content to a promotional teaser.

The library wanted another route to classic literature. List what someone must be able to do to complete the task comfortably: pause, return, enlarge text or understand their position. Test those needs before decorating the format. A story sequence can be engaging yet exhausting to use for sustained reading. The creative should support the reader’s pace and attention, not demand that the reader accommodate an interface built mainly for rapid consumption.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Activity-first design
1203
Media and music / 2008DEEPER STUDY · 5 MIN READ

Tiny Desk Concerts

NPR Music

Turn a repeatable production constraint into a recognisable editorial promise that makes the content itself the reason to return.

A close listening experience suggested a different performance format. Select a limitation that changes the content in a meaningful way, such as a short explanation, a single object or a fixed question. Avoid restrictions that merely inconvenience contributors or reproduce another programme’s signature. Test whether the constraint helps an audience notice a skill or perspective that would otherwise be obscured. The format should be explainable as an editorial choice, not just a recognisable piece of scenery.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Useful constraints
1204
Media and environmental communication / 2018DEEPER STUDY · 5 MIN READ

Planet or Plastic?

National Geographic

Connect a sustained editorial theme with clearly bounded participation, while distinguishing awareness and pledges from measured environmental change.

A broad environmental issue needed sustained explanation and accessible engagement. Map the audience’s questions before producing a large volume of material. Decide which pieces explain evidence, which clarify options and which invite participation. Link them so readers can move from an emotional introduction to a more careful account. A coherent platform should reduce confusion, not simply repeat a slogan across formats. Review whether the next step answers a genuine question raised by the previous one.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Sustained explanation
1205
Publishing and media / 2017DEEPER STUDY · 5 MIN READ

Question Your Answers

The Atlantic

Demonstrate an editorial habit through a dramatic question, rather than asking the audience to accept a general claim of intellectual quality.

The publication wanted to express its approach to questioning assumptions. Choose a question narrow enough to explore meaningfully within the format. Give each perspective a reason to exist rather than adding voices merely to create visual novelty. The audience should understand why the issue matters and what consideration changes. A small, concrete dilemma often demonstrates thoughtfulness more convincingly than a sweeping declaration about challenging everything, which can sound impressive while remaining impossible to evaluate.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Demonstrated inquiry
1206
Arts and culture / 2017DEEPER STUDY · 5 MIN READ

Always Moving: An Identity Conducted by Simon Rattle

London Symphony Orchestra

Build an expressive visual system from the organisation’s own activity, while making clear where recorded input ends and artistic interpretation begins.

The new musical leadership created an occasion to refresh public communication. Look for a gesture, rhythm, material or sequence that is genuinely connected to the work. Avoid using an arbitrary dataset simply to make the identity sound technical. Explain why the chosen input matters and how someone outside the organisation can recognise the connection. A rough sketch based on an ordinary observation can test that relevance before any specialist recording or production is commissioned.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Own-activity inspiration
1207
Arts and culture / 2013DEEPER STUDY · 5 MIN READ

The 2013 Fashion-Led Rebrand

English National Ballet

Use a meaningful collaboration to change how a familiar art form is perceived, while keeping the performers and practical invitation central.

New artistic leadership wanted a contemporary public expression. Write down the creative role of every partner before planning the shoot. Distinguish artistic contribution from endorsement, wardrobe supply and promotional association. This makes credit more accurate and helps prevent a prestigious name from becoming a substitute for a coherent idea. The collaboration should produce something that neither party would communicate in quite the same way alone, while still leaving the institution’s purpose visible.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Meaningful collaboration
1208
Arts and culture / 2009DEEPER STUDY · 6 MIN READ

Bureau Borsche’s Seasonal Campaign System

Bavarian State Opera

Let a long-running institution change its visual expression with the programme, while preserving enough structure for audiences to navigate and recognise it.

A recurring cultural programme needed freshness without losing institutional coherence. List the elements audiences need to recognise and use across every execution: institution name, programme title, timing and access route. Keep their hierarchy dependable even when imagery changes. A consistent information layer can support considerable artistic variation. Test the system at different sizes and in a mixed group of posters, because an individual design may look strong while the collection fails to function as a recognisable programme.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Structured variation
1209
Energy utility / 2018DEEPER STUDY · 6 MIN READ

Epik Fantastik Raya series

Tenaga Nasional Berhad

Preserve a recognisable relationship while allowing changed circumstances and personal boundaries to shape each story.

Connect an institution with everyday relationships A series needs a recognisable connection, not an identical scene repeated each year. Define the relationship that creates interest, then decide which practical circumstances should alter its expression. A small community organisation might follow fictional neighbours navigating different shared-space questions. The recurring identity can live in a tone of mutual respect rather than a costly cast or set. Before producing another episode, ask what new understanding it provides to someone who already knows the premise. If the only difference is a seasonal costume, the format may be consuming attention without developing the idea. Continuity should reduce explanation while preserving a reason to watch.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Narrative continuity
1210
Classifieds marketplace / 2021DEEPER STUDY · 6 MIN READ

Every Kinda Thing / Everybody Wins

Carousell

Use an ordinary task to introduce a category while separating discovery from guaranteed service quality.

Explain unfamiliar service categories A category name can be clear to an internal team and opaque to a new user. Start by identifying a question someone already has, then show which part of the offering could help them investigate it. A small directory might use a leaking tap as a route into home-maintenance listings, while making clear that the directory does not repair anything itself. Avoid crowding the same scene with unrelated categories simply to demonstrate size. Ask viewers to name where they would look and what they would expect to find. Correct navigation is a more useful early signal than an impression that the business is impressively large.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Category expansion
1211
Health and beauty retail / Date not verifiedDEEPER STUDY · 6 MIN READ

Happy Beautiful Year festive family

Watsons Malaysia

Use stylised conflict to invite attention while keeping reconciliation independent of purchases and public performance.

Connect a festive story with a retail identity Exaggeration can help audiences recognise a social pattern while leaving room to laugh at the situation rather than a person. Review who carries the joke and whether the resolution requires one character to accept humiliation. A small arts or retail team can use fictional adults with equally understandable preferences instead of exaggerated physical traits or cultural caricatures. The aim is to make a disagreement observable, not to diagnose a family or declare one kind of household superior. Test whether viewers understand both perspectives before asking which character they like. If only one person is allowed dignity, the story needs a more balanced structure.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Theatrical storytelling
1212
E-commerce / Date not verifiedDEEPER STUDY · 6 MIN READ

9.9 Super Shopping Day

Shopee

Attach recognition to useful event information and rights-cleared actions rather than pressure to transact.

Connect attention with an event An already familiar person can make people stop, but the pause has little strategic value if the advertiser disappears from memory. Identify the action that connects the spokesperson to the specific idea being communicated. A small organisation might use a recognisable local host performing a task that explains the event, with explicit permission and fair compensation, rather than borrowing celebrity imagery. In research, ask viewers separately whom they remember, who sponsored the message and what they think is being offered. Those answers can diverge. Improving the connection may require a clearer action or proposition, not a more famous person or a louder logo.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Brand linkage
Return to the learning library →