THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

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

301
Telecommunications / 2013DEEPER STUDY · 5 MIN READ

Be More Dog: the original cat film

O2

use an animal’s surprising change of behaviour to make curiosity about unfamiliar technology emotionally accessible.

O2 sought to encourage exploration of technology and greater confidence in its possibilities. Turn the audience’s desired attitude change into a visible character action.

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 →Attitude metaphor
302
Automotive / 1986DEEPER STUDY · 5 MIN READ

quattro: the original Ski Jump commercial

Audi

choose a surprising physical challenge whose successful completion visibly depends on the product benefit.

Audi used the feat to demonstrate quattro permanent all-wheel drive. Write down the exact product claim before selecting the stunt or setting.

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 →Visible proof
303
Sportswear / 2010DEEPER STUDY · 5 MIN READ

Write the Future

Nike

dramatise the far-reaching consequences of a small sporting moment, then invite fans to imagine those consequences themselves.

The agency set out to dramatise what players were playing for beyond a match. Build the central story around a decision or moment that the audience already understands.

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 →Consequences and anticipation
304
Sportswear / 2004DEEPER STUDY · 5 MIN READ

Impossible Is Nothing: Muhammad and Laila Ali

adidas

make a motivational promise concrete through an impossible meeting between sporting generations.

adidas described its new campaign as expressing athletes’ desire to push limits and challenge conventions. Choose archive material because it creates a meaningful relationship with the present, not simply because it is famous.

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 →Legacy and possibility
305
Personal care / 2021DEEPER STUDY · 5 MIN READ

Reverse Selfie

Dove / Unilever

reverse the making of an idealised image so the hidden pressure becomes visible through a final human reveal.

Dove sought to highlight pressure associated with heavily edited social-media images. Consider showing a process backwards when it exposes something audiences overlook in a finished result.

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 →Reveal the construction
306
Personal care and menstrual health / 2024DEEPER STUDY · 5 MIN READ

Never Just a Period

Bodyform / Libresse / Essity

make the gap between expectation and lived experience visible through comic exaggeration, then give audiences a specific question to answer.

The campaign addressed gaps between menstrual education and reported experiences, informed by the brand’s research. Use research to identify a precise unresolved tension within an established brand purpose.

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 →Experience-led education
307
Home furnishings and food retail / 2016DEEPER STUDY · 5 MIN READ

The Dining Club

IKEA

extend an established brand behaviour into a new setting where customers can experience the product range through doing.

Hope & Glory was tasked with creating an integrated experiential idea for IKEA’s cooking and eating range. Identify a behaviour people already associate with the brand and test whether it can credibly travel to another category.

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 →Hosted participation
308
Automotive / 2015DEEPER STUDY · 4 MIN READ

Paper

Honda

A consistent craft device turns a sprawling product history into a single demonstration of inventive thinking.

Honda sought to express its Power of Dreams philosophy across its range. Choose one visual transformation that can connect your product range before scripting individual product appearances.

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 →Craft as brand evidence
309
Commercial vehicles / 2020DEEPER STUDY · 4 MIN READ

The Tower

Volvo Trucks

A real, deliberately exaggerated demonstration makes a multi-product launch legible in a single image, then uses technical explanation to connect spectacle with capability.

Volvo was introducing four heavy-duty cab-over trucks together in Europe. For a portfolio launch, design one unmistakable image that includes the whole range.

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 →Portfolio in one image
310
Media and broadcasting / 2016DEEPER STUDY · 4 MIN READ

We’re the Superhumans

Channel 4

A recognisable campaign platform gains a broader social meaning through expanded casting, a unifying musical performance and accessible distribution.

Promote Channel 4’s Rio Paralympics coverage and broaden representation beyond the 2012 film. Before repeating a successful campaign, identify which people or situations its original frame excluded.

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 →Inclusive participation
311
Financial services and business tools / 2024DEEPER STUDY · 4 MIN READ

Room for Everyone

Mastercard

A free decision-support service gives a message about cooperation a practical use and links inclusion to the brand's data capabilities.

Help Polish and Ukrainian entrepreneurs choose business locations. Translate a broad social ambition into one specific decision your audience needs help making.

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 cooperation
312
Consumer technology / 2023DEEPER STUDY · 4 MIN READ

Unfear

Samsung

A purpose message is expressed as a configurable product service, making the technology's relevance tangible to a defined audience.

Address unwanted sounds for autistic users with auditory sensitivity. Co-design with affected users and relevant organisations before deciding what the campaign will claim.

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 →Co-designed usefulness
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