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 →

313
Food and restaurants / 2018DEEPER STUDY · 4 MIN READ

The Flip: International Women’s Day

McDonald’s

Changing an instantly recognisable asset creates a compact visual announcement, while employee and franchisee stories supply the human context.

Celebrate women’s achievements for International Women’s Day. Test whether your audience recognises the original asset before relying on a subtle alteration.

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 →Symbol and substance
314
Food and confectionery / 2019DEEPER STUDY · 4 MIN READ

Unity Bar

Cadbury Dairy Milk / Mondelēz

A product modification makes an abstract message tangible, while its literal form exposes the idea to competing interpretations.

Communicate unity across India’s diverse communities. Look for a product characteristic that can carry the message without requiring a long explanation.

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 as metaphor
315
Food and confectionery / 2020DEEPER STUDY · 5 MIN READ

Thank You Bars

Cadbury Dairy Milk / Mondelēz

The pack becomes a ready-to-give expression of gratitude, connecting a brand platform to a specific interpersonal action.

Recognise overlooked everyday workers during the pandemic. Identify a real gifting or acknowledgement moment before designing a message-led pack.

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 recognition
316
Food and restaurants / 2017DEEPER STUDY · 5 MIN READ

The Whole Chicken

KFC

Entertainment attracts attention to the core ingredient, while the behaviour of a supporting outdoor execution reinforces the fresh-preparation message.

Communicate quality and provenance of KFC’s UK and Irish chicken on the bone. Separate the attention-getting creative device from the precise product claim that must be substantiated.

755
complaints to the ASA2017 advertising; report published February 2018 · UK dancing-chicken advertisement · Complaints were not upheld. This is neither a sales result nor a representative audience-sentiment measure.Advertising regulator report · Source →
Read study, data & creative direction →Ingredient-led personality
317
Beverages / 2014DEEPER STUDY · 4 MIN READ

Happiness Arcade

Coca-Cola

An immediate entertainment reward makes a packaging-return action visible and easy to understand, with the desired behaviour required before participation.

Encourage awareness of recycling in Dhaka. Place the reward immediately after the requested action instead of relying only on an awareness 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 →Reward a useful action
318
Travel & Hospitality / 2019DEEPER STUDY · 4 MIN READ

A Night with Mona Lisa

Airbnb / Musée du Louvre

turn normally restricted access into a tangible example of the brand promise, then give the wider audience a related next step.

Make exceptional cultural access tangible. List spaces, people and processes your organisation can legitimately open. Choose one that reveals the value of the ordinary offer.

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 →Exclusive access
319
Retail / 2022DEEPER STUDY · 4 MIN READ

Together This Ramadan

Tesco

use a culturally relevant timing rule to make the media itself demonstrate consideration.

Represent a community’s daily observance respectfully. Ask what the audience’s routine should change about your timing, service or presentation. Implement one visible adjustment.

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 →Inclusion
320
Retail / 2015DEEPER STUDY · 5 MIN READ

Mog’s Christmas Calamity

Sainsbury’s

make the brand value the action that resolves a character’s problem, then extend the story into a relevant participation route.

Express Christmas sharing through a memorable narrative. Define the behaviour you want people to associate with the brand, then create a situation that genuinely needs it.

£1.5m+
Raised for Save the ChildrenChristmas 2015 campaign · Wider campaign’s associated merchandise · Framestore reports this fundraising total. It is not film-only impact, independently audited here, or an incremental grocery-sales result.Production-partner reported · Source →
Read study, data & creative direction →Sharing
321
Alcoholic Beverages / 2013DEEPER STUDY · 4 MIN READ

Departure Roulette

Heineken

stage a visible choice that viewers can answer for themselves, turning a limited live experience into a repeatable conversation.

Express an adventurous brand attitude through participation. Write a single question that reveals the relevant brand attitude and is interesting even to someone who cannot attend.

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 →Adventure
322
Alcoholic Beverages / 2013DEEPER STUDY · 5 MIN READ

Wheelchair Basketball / Friendship

Guinness

use a late reveal to reinterpret earlier action and make a relationship value visible.

Associate the brand with friendship and character. Ensure the early scenes support both the initial reading and the final interpretation. Avoid twists that depend on misleading omissions.

Nearly 8m
YouTube viewsReported 27 November 2013 · Guinness Friendship / wheelchair-basketball advertisement · Historical reach snapshot reported by the International Paralympic Committee. No incremental sales or representative audience-response measure is established.Contemporary IPC report · Source →
Read study, data & creative direction →Friendship
323
Alcoholic Beverages / 2011DEEPER STUDY · 5 MIN READ

Bikers in Cinema

Carlsberg

make a brand attitude visible through a simple spatial decision and a clearly connected reward.

Give a courage-based positioning a visible example. Choose a setup whose decision is visually obvious. If a long introduction is required, simplify the scene.

7m+
YouTube viewsReported in December 2011 · Bikers in Cinema film · Direct New Ideas provides this contemporaneous count without a measurement method. It is not an independent estimate of attitude change or sales impact.Trade case-study reported · Source →
Read study, data & creative direction →Courage
324
Alcoholic Beverages / 1999DEEPER STUDY · 4 MIN READ

Whassup? The Original Campaign

Budweiser

give people a recognisable call-and-response behaviour that they can perform, adapt and use socially.

Connect the brand with recognisable friendship rituals. Observe when people greet, celebrate or tease one another. Build around a repeatable exchange rather than a slogan alone.

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 →Friendship
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