THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

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

157
Telecommunications / 20236 MIN READ

WoMen’s Football / La Compil des Bleues

Orange

A disclosed visual reveal challenged a judgment the audience had already made about sporting skill.

Orange supported both French national teams and sought to challenge prejudice about women’s football before the 2023 tournament. Marcel’s opportunity was the audience’s existing appetite for impressive highlight compilations, rather than asking reluctant viewers to begin with a lecture about fairness. A familiar format can earn a fair hearing before introducing a challenging idea. Identify what the audience already chooses to watch and which expectation that format creates. The format should help people encounter meaningful evidence, not conceal an unrelated sales pitch. A smaller team can often borrow the logic of a comparison without expensive effects.

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 →Assumption reversal
158
Telecommunications / 20236 MIN READ

#ShareWithCare: A Message from Ella

Deutsche Telekom

A fictional future voice made the consequences of today’s photo sharing easier to imagine.

Deutsche Telekom addressed parents and guardians who share children’s images online. The communication problem was the distance between a pleasant present-day post and possible later loss of control over that image. This is a historical campaign analysis, not an assessment of any individual child’s risk. People often understand an abstract risk without connecting it to their own routine. A carefully labeled hypothetical can bring the time horizon closer. Keep the scenario proportionate and distinguish possibility from probability. The creative should help someone make a considered choice rather than leave them with the impression that harm is inevitable.

1 million+
brand-reported YouTube viewsBy 4 September 2023, following the July launch · Video views, not unique viewers or demonstrated changes in sharingDeutsche Telekom September 2023 update · Source →
Read study, data & creative direction →Future-self narrative
159
Telecommunications and research / 20167 MIN READ

Sea Hero Quest

Deutsche Telekom and research partners

A game created a participation route for a real research question rather than merely asking people to watch a cause advertisement.

The project sought to support research on spatial navigation, an ability relevant to the study of dementia. Researchers needed data about navigation across different participants. A telecom brand could contribute technology, coordination and public visibility, but those contributions do not turn the game into a diagnostic product. A useful branded utility starts with what a credible partner needs, not with an attractive technology demonstration. Agree which behavior generates usable information and which information is unnecessary. Let the research or service owner define validity before the creative team optimizes participation. If the outputs cannot be used responsibly, publicity does not rescue the concept.

2.4 million+
downloads reported by the academic partnerMay launch to November 2016 update · Downloads, not valid research sample size, diagnoses or treatment outcomesUCL November 2016 project update · Source →
Read study, data & creative direction →Purpose through utility
160
Insurance and financial services / 20256 MIN READ

Three Words

AXA France

The message drew its force from a change to the insured service, not a sympathetic film alone.

The campaign addressed the gap between thinking of a home as protection and recognizing that domestic violence can make it unsafe. AXA’s March 2025 announcement describes new support within its French home-insurance offering. This historical account is not advice about any person’s current coverage or safety arrangements. A strong brief may reveal a gap in the product rather than a shortage of awareness. Map the customer situation against eligibility, exclusions and operational limits. If the company cannot help at the decisive moment, changing the headline is insufficient. Creative strategy becomes more credible when it identifies what must change before promotion begins.

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
161
Pet care / 20246 MIN READ

Adoptable

Pedigree / Mars

Advertising inventory became a route to discovering a particular dog that was actually available for adoption.

Pedigree’s initiative connected its longstanding adoption purpose with the dogs shown in advertising. Shelter photographs and broad brand media served different needs; the project attempted to bridge them. The aim was to make visibility useful to a real listing rather than only celebrate adoption in general. A purpose claim becomes more practical when a viewer can act on a specific, current opportunity. Ask what information must be true for that next step to work: location, availability, suitability and contact route. A powerful image linked to an unavailable listing wastes attention and may damage the partner’s credibility.

50%
partner-reported share of featured dogs adoptedFirst two weeks in the cited test markets · Featured dogs; denominator and causal comparison not suppliedNexus Studios project case, interested-party report · Source →
Read study, data & creative direction →Live inventory
162
Pet care / 20176 MIN READ

SelfieSTIX

Pedigree DentaStix

A simple accessory gave the product a useful role in a photo people already wanted to take.

The campaign addressed the practical difficulty of taking a photograph with a dog looking toward the camera. Instead of asking owners to produce branded content from scratch, the idea attached itself to an existing activity. The product’s role was connected to the task, rather than appearing only as a logo on a prize. A useful accessory can earn attention because it makes an existing activity easier. Observe the frustration before designing the giveaway. Check whether the problem is frequent, meaningful and genuinely improved by the proposed solution. A novelty that photographs well in the case film but adds effort in ordinary use is not a strong utility.

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 →Everyday friction
163
Finance & insurance / 20116 MIN READ

Break Up

NAB

A bank staged a public separation from its competitors to make a changed offer easier to understand.

NAB wanted customers to notice its changes to fees and service rather than treat it as interchangeable with the other major Australian banks. Clemenger describes a perception problem: operational improvements had not yet changed the category story. Start with an actual service change that a customer can verify. Translate it into a short claim only after checking exceptions, costs and staff readiness. The dramatic device should help people understand the difference, not create an impression the offer cannot sustain. In regulated categories, the emotional headline and the precise supporting explanation need to agree.

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 →Competitive differentiation
164
Finance & insurance / 20146 MIN READ

Automated Thanking Machine / #TDThanksYou

TD Canada Trust

An impersonal banking machine became the stage for very personal appreciation.

TD’s stated task was to thank customers for continuing to choose the bank. The original 2014 initiative combined broad customer appreciation with a smaller set of filmed, highly personal surprises, rather than suggesting that every account holder received the same experience. Relevance gives a gift its narrative meaning. Begin with information the person has knowingly shared for this purpose, and ask whether the proposed gesture would actually help. Do not infer intimate needs from transactions. A modest, appropriate recognition can express care more clearly than a spectacular gift that creates obligations or exposes a private circumstance.

30,000+
brand-reported customers thanked25 July 2014 · Wider Canada-wide branch, online and telephone event, not personalized ATM recipientsTD launch release · Source →
Read study, data & creative direction →Customer appreciation
165
Finance & insurance / 20146 MIN READ

GAYTMs

ANZ

A bank’s street furniture became a conspicuous expression of support for inclusion.

ANZ had sponsored Sydney’s Mardi Gras for several years and became its inaugural principal partner in 2014. The task was to make support for diversity, inclusion and respect tangible rather than leave the sponsorship as a logo beside the festival. A cultural celebration involves people with histories and priorities, not simply a convenient visual theme. Establish who is already contributing, what the organization can credibly support and how participants want to be represented. Invite meaningful review early enough to change the idea. Public visibility should strengthen a relationship that can continue after the festival ends.

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 →Sponsorship activation
166
Finance & insurance / 20166 MIN READ

SPARKS

DBS

A bank turned its customer-facing work into an ongoing character-driven drama.

DBS wanted to communicate what banking could enable beyond an individual transaction. Its 2016 launch release frames SPARKS as a way to express understanding of customers and show the judgment involved in helping them, rather than recite a list of products. Professional work becomes a story when someone must choose between competing needs under a constraint. Identify a truthful decision that a general audience can follow without exposing a customer. Explain enough process to make the stakes legible, but do not turn technical complexity into a fictional promise that every case ends well or receives exceptional treatment.

12 million+
brand-reported episode viewsFrom the 2016 original release through 28 September 2016 · Combined views of the original three episodes; unique viewers and paid allocation not specifiedDBS September 2016 release · Source →
Read study, data & creative direction →Service storytelling
167
Finance & insurance / 20176 MIN READ

Beyond Money

Banco Santander

A science-fiction story questioned the price of memories to introduce a different idea of wealth.

The award entry describes a challenge connecting with young adults who had lived through the economic crisis and distrusted banks. Santander’s 2017 1|2|3 SMART account was positioned around experiences as well as financial benefits. These are historical product claims, not a current offer. Speculation works best when an exaggerated premise reveals a recognizable choice. Ask what the audience is trying to preserve, sacrifice or reconcile, then build the fiction around that tension. A strange setting alone is not a strategy. The story should remain meaningful when the technology and visual spectacle are removed from the pitch.

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 →Speculative storytelling
168
Fashion, beauty & personal care / 20166 MIN READ

KENZO World / My Mutant Brain

KENZO Parfums

A fragrance launch used unruly movement to make its personality visible before viewers could smell the product.

KENZO was launching the first fragrance conceived by its then creative directors, Carol Lim and Humberto Leon. Communicating an invisible sensory product through a screen meant choosing a recognizable attitude rather than presenting a literal demonstration of scent. The contrast works because an audience can recognize formal luxury behavior before it changes. List the category’s familiar settings, gestures and pacing, then choose one to overturn. A small brand should retain enough orientation that the surprise feels intentional. Random eccentricity without a legible starting point is harder to interpret and easier to forget.

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 →Embodied personality
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