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 →

169
Fashion, beauty & personal care / 20186 MIN READ

Save Our Species

Lacoste / IUCN Save Our Species

A familiar logo gave up its place so a scarce product could communicate the scarcity of wildlife.

Lacoste and IUCN announced a conservation partnership at the February 2018 Paris fashion show. The campaign needed to make threatened species legible through an apparel brand whose own identity already depended on an animal symbol. The missing crocodile is meaningful because people already know where it belongs. An adaptation should first test whether its own symbol is recognized well enough for an absence to register. Smaller organizations may instead use a familiar shelf position, packaging window or recurring communication slot. The useful principle is giving something valued to the issue.

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 →Asset donation
170
Fashion, beauty & personal care / 20176 MIN READ

Go With the Flaw

Diesel

The film made imperfect construction part of an argument against perfect-looking fashion.

Diesel’s first work with Publicis Italy in September 2017 challenged the expectation that fashion images should present polished perfection. It positioned visible individuality as something to inhabit confidently, although the campaign’s own language of flaws deserves critical handling. A message about accepting imperfection gains coherence when editing does not hide every seam. Identify a formal choice that demonstrates your idea, such as an honest repair, a visible revision or an unpolished process. Keep comprehension intact. Deliberate roughness still needs craft, and a confusing error is not automatically a persuasive expression of authenticity.

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 →Form mirrors message
171
Fashion, beauty & personal care / 20176 MIN READ

Love Immigration

Jigsaw

A fashion retailer connected a public position to the international people and materials behind its own products.

In the United Kingdom’s divisive post-referendum climate, Jigsaw chose to argue for immigration’s contribution to fashion. Its rationale was operational: clothing depended on people and materials drawn from multiple countries, giving the retailer a direct connection to the subject. A public stance is easier to explain when it connects to something the organization actually does. Trace the contribution of suppliers, employees or partners before writing a manifesto. Verify the examples and seek consent for individual stories. A fashionable position without a demonstrable relationship to the business can make the message seem borrowed rather than earned.

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 →Operationally grounded values
172
Fashion, beauty & personal care / 19856 MIN READ

Launderette

Levi’s

A simple public washing ritual made a familiar pair of jeans the center of an unusually memorable scene.

Levi Strauss’s retrospective says BBH wanted to renew the appeal of its jeans in Europe. Launderette launched on UK television on Boxing Day 1985 as part of The Original Jean campaign, making a familiar product feel culturally fresh rather than inventing a new category. The jeans are involved in the action rather than appearing only in an end frame. For an adaptation, remove the product from the storyboard and ask whether the story still works unchanged. If it does, strengthen the connection. A useful demonstration can be entertaining without turning into a list of features or a staged testimonial.

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 →Product inside the plot
173
Food & beverage / 20196 MIN READ

The Traffic Jam Whopper

Burger King Mexico

A late delivery entrant found a distinctive service occasion in an unusually constrained location.

Círculo Creativo’s retrospective describes the brief as announcing Burger King delivery after competitors already offered it. Another generic availability message would have been difficult to distinguish. The campaign chose the frustration of congested traffic as its attention-getting situation. A familiar service can become more distinctive when it addresses a particular situation well. Map when customers need the service, what prevents access and whether the company can responsibly remove that barrier. The unusual occasion should reveal a capability, not merely supply an amusing headline. Reject a scenario when its safety or operating burden outweighs its relevance.

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 →Situational relevance
174
Food & beverage / 20166 MIN READ

Cheetos Museum

Cheetos / Frito-Lay

Irregular snack shapes became a prompt for people to notice, name and share their own discoveries.

PepsiCo’s launch account says people were already noticing familiar shapes in Cheetos and sharing their interpretations. The campaign formalized that behavior rather than requiring an entirely new creative skill. Its strategic material was a distinctive physical feature of the product. Watch what customers already notice, adapt or joke about around a product. A prompt is easier to understand when it gives a familiar behavior a public home. Ask whether people can contribute without professional tools or extensive time. Do not assume that an amusing observation will motivate participation once permissions, effort and public exposure are included.

100,000+
brand-reported submissionsOriginal summer 2016 programme, reported 21 September 2016 · Entries, not unique contributors or incremental purchasesPepsiCo September exhibition announcement · Source →
Read study, data & creative direction →Found creativity
175
Food & beverage / 20186 MIN READ

Paving for Pizza

Domino’s

The brand traced the carryout experience beyond its own doorway and made one external friction point the campaign.

Domino’s connected rough roads with the journey of taking a pizza home. The creative framing was deliberately specific: the product experience could be affected after the customer left the store. It did not establish that a pizza company could resolve the wider infrastructure problem. A useful campaign brief can begin after purchase, when the organization normally stops looking. Map transport, setup, storage and use, then ask where the intended experience breaks down. Some problems belong to partners or public systems rather than the brand. Identify a proportionate contribution without pretending to own the whole solution.

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 →Customer journey
176
Food & beverage / 20196 MIN READ

Stevenage Challenge

Burger King

A smaller real-world sponsorship became a participatory presence inside a much larger football-game culture.

Burger King sponsored Stevenage FC’s men’s team in 2019. The strategic opportunity was that the club’s branded shirt also appeared in FIFA 20. This made a modest real-world property relevant to a gaming context; it did not mean famous footballers had personally endorsed Burger King. A sponsorship can include appearances in places beyond the stadium, package or event banner. Map those surfaces and verify the contract, platform rules and permitted uses before planning an activation. The discovery is valuable only if the organization can use it responsibly. Do not assume that a visible logo grants rights to every player, image or game asset around it.

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 →Underused assets
177
Food & beverage / 20186 MIN READ

Keeping Fortnite Fresh

Wendy’s

The brand expressed its product position through how it played, rather than adding a conventional advertisement around play.

Wendy’s wanted to bring its fresh-beef positioning into a gaming conversation. Fortnite’s Food Fight mode offered a relevant setting involving fictional restaurants. The creative opportunity was a behavior that could be understood within that world, rather than a detached message about food. A brand belief becomes more credible as entertainment when it changes what the brand does. Write the action that expresses the idea before selecting a platform. Ask whether an observer could infer the intended point without a long explanation. If the behavior could belong to any competitor, the concept may be borrowing culture without adding a distinctive perspective.

1.5 million+
reported minutes watchedNovember 2018 activation, as reported inJune 2019 case account · Viewing duration, not unique viewers or salesDirectory / Direct New Ideas campaign account · Source →
Read study, data & creative direction →Behavioral brand expression
178
Finance & insurance / 20206 MIN READ

No Fixed Address: taking the service to the street

HSBC UK

Outdoor media pointed to a banking service designed around a barrier that advertising alone could not remove.

HSBC UK introduced its No Fixed Address service in December 2019 after a Liverpool pilot. Supported applicants could use a participating charity’s address and attend with a caseworker. The 2020 advertising therefore promoted an existing access route rather than treating awareness as the entire intervention. Map the point where an intended customer cannot complete the ordinary process. If the barrier is documentation, access or eligibility, an emotional message will not remove it. Work with qualified service and community partners on a safe alternative first. Only promote the route once staff know how to deliver it and can explain any remaining conditions.

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 →Financial inclusion
179
Finance & insurance / 19976 MIN READ

Priceless: the original platform

Mastercard

A list of ordinary purchases led to a human moment that could not be priced.

The original Priceless advertising appeared in 1997. Mastercard’s retrospective describes the platform as celebrating meaningful moments beyond what money can buy. Its commercial role was to give a payment brand an emotional context without making the transaction itself the hero. Ask why the customer wants the thing, then identify a specific scene in which it matters. A ticket may enable time together; a tool may enable a satisfying repair. Avoid claiming that the purchase creates love, confidence or belonging by itself. The strongest connection leaves room for the person’s agency and the many non-commercial ingredients of the 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 →Emotional value
180
Finance & insurance / 20106 MIN READ

Mayhem

Allstate

Risk became a mischievous recurring character rather than an abstract warning.

Allstate introduced Mayhem in 2010. Its 2013 release describes the character’s purpose as illustrating vulnerabilities associated with insufficient protection. The challenge was to make an intangible insurance concern understandable and recognizable within entertaining advertising. A useful character has rules: what it wants, how it acts and what kinds of situations it can explain. Define those rules before choosing costume or catchphrase. For a technical service, the persona should clarify a recurring problem rather than distract from it. Test whether people can name the real issue after the performance 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 →Risk personification
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