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 →

1297
Photography / 2011DEEPER STUDY · 6 MIN READ

Long Live Imagination: Turn Contributions into a New Creative Brief

Canon

A contribution can become a starting constraint for another creator without becoming a promise of selection or shared control of the final work.

Explain a bounded relationship between a submitted idea and a new work. An invitation to inspire a project should explain what inspiration means in practical terms. Will a contribution determine a setting, suggest a mood or merely be considered among many references? A small writing group could show how an original abstract prompt informs a scene while leaving character and plot decisions with the writer. Compare that description with what participants think they can influence. If they expect literal inclusion but the process permits broad interpretation, clarify before asking for any contribution. The attractive destination is not enough; the route from input to finished work needs to be understandable and honestly bounded.

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 →Input to output
1298
Photography / 2021DEEPER STUDY · 6 MIN READ

Go Create: Show a Tool Inside an Unfinished Process

Polaroid

Creator stories can explain where a tool fits in making something without promising that the tool transfers an artist’s abilities.

Explain the tool’s place without appropriating the creator’s ability. A product shown beside an admired artist may receive borrowed attention without becoming easier to understand. Identify the moment where it contributes something specific: recording an observation, arranging references or comparing drafts, for example. A small stationery team could show an index card helping someone reorder an outline, while making clear that the card does not supply the ideas. Ask viewers to describe both the tool’s contribution and the person’s work. If they remember only the creator, the product role is weak. If they think the tool produces the talent, the implication is too strong.

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 →Creative process
1299
Beverages / 2014DEEPER STUDY · 5 MIN READ

If We Made It

Newcastle Brown Ale

Make a clearly framed hypothetical production the entertainment, while keeping its fictional status and commercial purpose understandable.

Participate in a major advertising conversation without a conventional broadcast spot. Decide how viewers will recognise that they are seeing an imagined production, not a claim about completed work. Check isolated clips as well as the full sequence because content travels without context. A playful premise should not create false expectations about a real event, celebrity endorsement or available product. Put necessary clarifications where the audience encounters the claim, rather than reserving them for a later reveal.

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 →Fictional framing
1300
Beverages / 2010DEEPER STUDY · 5 MIN READ

Legendary Biru

Sapporo

Organise a complex heritage story around a simple visual journey while distinguishing mythic imagery from factual process evidence.

Introduce a brand story to a national audience. Map the audience’s path before adding detail. Decide whether the sequence moves through time, space or stages of a task, and avoid switching rules without a clear transition. A paper storyboard can reveal where viewers become lost. The organising device should help explain the proposition, not merely provide a technically impressive camera movement that overwhelms the underlying message.

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 structure
1301
Beverages / 2009DEEPER STUDY · 5 MIN READ

Melting

Perrier

Make a familiar sensation visually unusual while ensuring the audience reads the exaggeration as metaphor rather than a safety or product claim.

Create a distinctive visual expression of refreshment. Describe the intended meaning without visual embellishment, then identify which parts of the image carry it. Ask whether the exaggeration clarifies that meaning or introduces a different claim. This is especially important in categories associated with bodily sensations. A striking depiction should not imply a health benefit simply because the creative team thinks the fantasy is too obvious to take literally.

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 →Visual metaphor
1302
Beverages / agriculture / 2020DEEPER STUDY · 5 MIN READ

Ocean Spray X Nature

Ocean Spray

Borrow a familiar collaboration format to explain an interdependent process, without letting the format substitute for evidence.

Make a farming story accessible through a contemporary communication convention. Identify what the audience already understands about the format, then decide which part of that understanding is useful. Explain the actual relationship in ordinary language. If the analogy breaks down, say where. A creative collaboration label should be an entry point to information, not an excuse to avoid defining responsibilities, processes or the limits of the organisation’s control.

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 →Interdependence
1303
Beverages / 2015DEEPER STUDY · 5 MIN READ

Ribenary

Ribena

Build a distinctive imaginative world around a sensory proposition while keeping fantasy separate from claims about the product’s effects.

Reframe a familiar brand through a different creative language. Choose a small set of visual behaviours that express the proposition. Specify what can transform, what remains recognisable and how the brand appears. Test those rules with a few original sketches. If every scene needs a new explanation, simplify. A coherent world should support many expressions without requiring viewers to memorise a large collection of arbitrary symbols or references.

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 →World building
1304
Beverages / 2009DEEPER STUDY · 5 MIN READ

Seriously Mixed Up Fruit

Vimto

Give an ensemble one clear shared motivation so that the idea can survive a change of medium.

Create a repeatable character-led expression of a mixed-fruit proposition. Write a sentence explaining what the ensemble wants and how each member helps. Avoid giving every character the same function with a different appearance. Test whether viewers can describe the group’s relationship without recalling names. A compact ensemble should make a combined offer easier to understand, not create additional information that audiences must learn before the campaign becomes meaningful.

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 motivation
1305
Beverages / 2015DEEPER STUDY · 5 MIN READ

Find Your Flow

Lucozade Energy

Use a consistent visual rhythm to express an intended brand association without presenting exaggerated action as a product capability.

Broaden the situations associated with a familiar product. Write what viewers should understand and what they should not infer. Distinguish a mood, a visual style and a functional claim. Those categories require different evidence and different creative treatment. If the concept relies on impossible performance, test whether the exaggeration is recognised as fantasy rather than a dramatic version of a benefit the product can genuinely deliver.

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 →Visual rhythm
1306
Beverages / 2015DEEPER STUDY · 5 MIN READ

O Refreshing Stuff

Oasis

Acknowledge advertising’s commercial purpose without treating self-awareness as proof that every underlying claim is trustworthy.

Differentiate communication through a self-aware advertising voice. Identify whether the humour is directed at the brand’s own behaviour, an industry convention or the audience. Prefer an observation that does not depend on humiliating people or dismissing a legitimate concern. Test the wording with readers who are not advertising enthusiasts. If the joke requires them to accept an unfair assumption about themselves, reconsider the premise rather than blaming them for missing the tone.

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 →Commercial candour
1307
Beverages / 2001DEEPER STUDY · 5 MIN READ

Live in Italian

S.Pellegrino

Express a place-linked brand idea through situations people can understand while avoiding claims that one portrayal defines a whole culture.

Give a product a coherent social and cultural context. Identify what the product actually contributes and what belongs to the participants, setting or wider circumstances. Keep the claim proportionate. Ask viewers whether the story makes the product seem necessary for the social outcome. If it does, consider a framing that presents it as one possible element rather than the source of belonging, taste or personal 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 →Cultural context
1308
Beverages / licensed character / Date not verifiedDEEPER STUDY · 5 MIN READ

Fido Dido

7UP

Give a licensed character a clear behavioural role while separating character ownership, campaign authorship and the product’s actual claims.

Connect an established character identity with a brand. Identify who owns the character, what uses are permitted and which contributors made the specific execution. Keep those questions distinct from the personality or campaign idea. Early research can use an original placeholder character so that the strategic role is tested before any licensing commitment. Do not treat availability of images online as permission to reproduce or adapt them.

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 →Creator attribution
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