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 →

1225
Hospitality / 2013DEEPER STUDY · 6 MIN READ

Travel Brilliantly: Make an Innovation Invitation Accountable to the Guest Experience

Marriott Hotels

A hotel platform combined a forward-looking brand story with an invitation to contribute ideas about the experience.

Make renewal understandable without confusing aspiration and availability. Identify which parts of the experience are open to change, which are constrained and who will evaluate suggestions. A small venue might ask about the order of information in a visitor guide rather than inviting unlimited redesign of its whole service. Explain what will happen to contributions and what response is realistic. Do not imply that submitting an idea gives the participant control over implementation. A bounded invitation can be more credible than a broad promise because contributors understand the task and the organisation can show how the feedback relates to an actual decision.

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 →Contribution boundaries
1226
Hospitality / 2012DEEPER STUDY · 6 MIN READ

Sleep Art: Make an Invisible Experience Visible Without Calling It Proof

ibis / Accor

A promotional artwork translated sensor input into a visible output, creating a story about an otherwise private experience.

Make an intangible experience discussable without overstating what an illustration proves. Describe what kind of input is used, which parts of the output follow a rule and which are artistic choices. A small team can create a paper legend for a fictional visualisation rather than exposing technical detail that does not help the audience. Ask viewers what they believe the image represents. If they infer a diagnosis, a quality ranking or a hidden emotional state, the explanation is inadequate. The aim is not to make an artwork less interesting. It is to preserve curiosity while preventing a creative representation from acquiring an evidential authority it does not possess.

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 →Interpretation boundaries
1227
Sports broadcasting / 1995DEEPER STUDY · 5 MIN READ

This Is SportsCenter

ESPN

Build a recurring fictional workplace that makes a broadcaster’s relationship with its subject easy to recognise.

Make a sports-news service feel distinctive. Define what remains true in the fictional world and how that truth expresses the organisation’s offer. Then develop several situations that follow naturally from it. If only one joke works, the idea may be a single advertisement rather than a platform. Test whether someone can explain the premise without naming a celebrity. That helps distinguish a durable brand structure from a temporary borrowing of another person’s fame.

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 →Repeatable world
1228
Sports events / 2016DEEPER STUDY · 5 MIN READ

In Pursuit of Greatness

Wimbledon / AELTC

Make an event’s distinctive standards visible in the journey before the main attraction begins.

Explain what distinguishes a familiar tournament. Choose a specific practice that demonstrates the proposed standard: how information is checked, how a space is prepared or how visitors are welcomed. Explain why that practice matters to the audience. Avoid implying that age, prestige or famous participants prove quality by themselves. The strongest detail connects an internal decision with a benefit someone can recognise during the experience, giving the promise an inspectable basis.

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 →Operational proof
1229
Sports entertainment / 2018DEEPER STUDY · 5 MIN READ

Engineered Insanity

Formula 1

Translate technical spectacle through the audience’s point of view while keeping theatrical experience separate from product evidence.

Broaden the appeal of a technical sport. Ask which questions a curious newcomer would have and what a knowledgeable fan can make vivid. Select a viewpoint that reveals those answers rather than using fans as decorative proof of popularity. Do not assume that the most devoted participants represent everyone. Test whether the story helps less experienced viewers understand the appeal, including people who prefer quieter, slower or more detailed introductions.

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 →Audience viewpoint
1230
Sports events / 2020DEEPER STUDY · 5 MIN READ

This Is Tennis

ATP Tour

Build a shared storytelling frame that can travel across a season without flattening the personalities and places within it.

Present a season as a coherent entertainment offer. List what every execution must communicate and what each event may adapt. Shared elements might include an introductory question, an information hierarchy or a consistent route to further context. Local elements should reflect actual schedules, access conditions and distinctive features. This division prevents central consistency from becoming inaccurate uniformity and gives partner teams a useful brief rather than a restrictive collection of visual rules.

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 →Shared frame
1231
Sports entertainment / 2011DEEPER STUDY · 5 MIN READ

Strong Is Beautiful

WTA

Use participant stories to expand the meaning of a category while checking whether the framing introduces a new limiting standard.

Build interest in players beyond results alone. Agree the subject, level of detail and intended use before production. Give contributors a meaningful opportunity to correct factual context and decline intrusive topics. Do not make access to the campaign depend on disclosing difficult experiences. A useful portrait can focus on a decision, a skill or an ordinary preference. The brand should explain why the story belongs in the campaign without claiming ownership of the person’s identity.

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 →Participant agency
1232
Sports broadcasting / 2015DEEPER STUDY · 5 MIN READ

Fuel Your Passion

Eurosport

Connect a broadcaster’s refreshed identity with a participation invitation that serves fans rather than merely displaying their devotion.

Unify a changing broadcaster’s public presentation. Ask for a specific, low-risk story rather than an unlimited demonstration of devotion. Explain the intended audience, moderation process and reuse options. Do not reward extreme behaviour, excessive spending or personal sacrifice as the standard of a real fan. A small, ordinary observation may reveal more about the audience’s needs than a dramatic performance designed to win public attention.

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 →Contribution design
1233
Sports broadcasting / 2013DEEPER STUDY · 5 MIN READ

An American Coach in London: Ted Lasso Promos

NBC Sports

Use a clearly fictional beginner to acknowledge unfamiliarity without making the prospective audience feel unwelcome.

Introduce an unfamiliar viewing offer. Identify one common assumption and show why it does not fit the new context. Keep the correction accurate and proportionate to the format. Avoid building the joke around a marginal detail that leaves the central offer unexplained. A useful scene makes viewers more comfortable asking questions and gives them one concrete insight they can carry into the next step of their experience.

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 →Beginner perspective
1234
Consumer beverages / 1991DEEPER STUDY · 5 MIN READ

Be Like Mike

Gatorade

Create a distinctive musical memory around an admired person without confusing affection with product evidence or sales effectiveness.

Differentiate an endorsement from familiar sports highlights. Decide whether sound should identify the brand, carry an instruction or express a particular mood. Give the composer a clear functional brief rather than asking only for something catchy. Test the music without the picture and the picture without the music to understand what each contributes. Keep an accessible text route so the central offer does not depend entirely on hearing the sound.

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 →Sonic memory
1235
Consumer beverages / 2015DEEPER STUDY · 5 MIN READ

Just a Kid

Powerade

Build recognition through shared origins while avoiding the claim that determination alone removes structural barriers.

Connect professional athletes with ordinary beginnings. Let the person decide which experiences are relevant and appropriate to share. Avoid suggesting that difficult circumstances are valuable because they make a more compelling advertisement. Acknowledge support, opportunity and uncertainty where they matter. The story can celebrate a decision or skill without implying that anyone who has not achieved the same outcome simply lacked determination or failed to choose the advertised product.

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 →Shared origins
1236
Sports equipment / 2018DEEPER STUDY · 5 MIN READ

Blackout Track

ASICS

Make a product-launch idea tangible through a deliberately constrained setting, then separate the spectacle from claims requiring independent evidence.

Give a shoe launch an experiential story. List the elements normally present and identify which one distracts from the intended message. Remove only what is unnecessary to understanding, comfort and access. Explain the choice in a concept note. An absence should reveal a relationship, not simply create novelty. Test whether the quieter version helps people notice the relevant feature rather than assuming that reduced stimulation automatically improves attention or performance.

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 →Subtraction
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