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 →

337
Entertainment & media / 2022DEEPER STUDY · 5 MIN READ

Wednesday Releases Thing in New York

Netflix

Bring one distinctive fictional asset into an everyday environment, then make the encounter the distribution-ready content.

Make a distinctive series character tangible outside the trailer. Identify one prop, gesture or sound that communicates the story world without requiring an explanation of its entire plot.

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
338
Automotive / 2004DEEPER STUDY · 5 MIN READ

Grrr

Honda

make dissatisfaction the motive for improvement, then let participation repeat the same transformation.

Honda used an engineering dislike as the starting point for its diesel introduction. Choose an irritation the product actually resolves and show the change instead of leaving the audience inside the complaint.

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 →Constructive dissatisfaction
339
Technology & Electronics / 2006DEEPER STUDY · 5 MIN READ

Paint / Colour Like No Other

Sony BRAVIA

give an abstract product attribute a physical event, while extending a consistent platform through a genuinely new execution.

Sony continued the BRAVIA colour proposition with a new spectacle. Identify the sensory or functional promise that must survive every new execution.

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 →Sensory storytelling
340
Retail / 2015DEEPER STUDY · 5 MIN READ

Man on the Moon

John Lewis / Age UK

make an emotional barrier physically visible, then resolve it with a gift whose function expresses understanding.

John Lewis connected Christmas gifting with awareness of loneliness. Translate an abstract emotional problem into a simple scene the audience can understand without 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 →Thoughtful gifting
341
Fashion & Apparel / 2010DEEPER STUDY · 5 MIN READ

Be Stupid: the 2010 launch

Diesel

reverse the meaning of a familiar negative label and turn the resulting attitude into a repeatable creative system.

Diesel presented a provocative global fashion attitude. Specify which constructive behaviour the provocative phrase is meant to encourage.

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 →Semantic reversal
342
Fashion & Apparel / 2002DEEPER STUDY · 5 MIN READ

Odyssey: Engineered Jeans

Levi’s

escalate one product-related idea through a consistent visual rule, turning movement into an emotional promise of release.

Levi’s gave Engineered Jeans an expressive movement story. Let each new scene develop the same idea rather than introducing a different creative trick.

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 escalation
343
Fashion & Apparel / 2017DEEPER STUDY · 5 MIN READ

Timeless

Lacoste

hold the product’s recognisable feature steady while time and context change, using a human pursuit to carry the comparison.

Lacoste expressed the polo’s enduring style through a moving narrative. Give the audience a present-tense reason to follow a story through the past.

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 →Heritage
344
Retail / 2002DEEPER STUDY · 5 MIN READ

Lamp: the original 2002 film

IKEA

create the audience’s emotional objection inside the film, then use a product-relevant reversal to make that objection visible.

IKEA challenged sentimental resistance to replacing home furnishings. Dramatise the hesitation rather than announcing that customers have 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 →Emotional reversal
345
Food & Beverage / 2014DEEPER STUDY · 5 MIN READ

Kids’ Voices: the original UK Boardroom film

HARIBO

make an inner feeling audible through a clear contrast between ordinary adult behaviour and spontaneous product-centred speech.

HARIBO expressed the childlike enjoyment adults can find in sweets. Listen for unexpected descriptions before replacing them with polished copy.

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 →Perspective shift
346
Personal Care / 2012DEEPER STUDY · 5 MIN READ

Our Blades Are F***ing Great: the founder film

Dollar Shave Club

combine a direct service explanation with a coherent founder performance so entertainment continually refreshes attention to the offer.

Dollar Shave Club explained an alternative to conventional razor buying. Make the service, audience and commitment understandable without relying on the performance.

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 →Clear offer
347
Personal Care / 2006DEEPER STUDY · 5 MIN READ

Evolution

Dove / Unilever

reveal the hidden production steps behind a familiar image, then return that image to its public context so viewers can reinterpret it.

Dove sought attention for the Self-Esteem Fund and discussion of constructed beauty images. Identify the steps that change how the finished result should be understood and make them visible.

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 →Media literacy
348
Telecommunications / 2011DEEPER STUDY · 5 MIN READ

Har Ek Friend Zaroori Hota Hai: the original friendship anthem

Airtel

A recognisable catalogue of friendship roles becomes a singable expression of why mobile connection matters.

Build youth brand preference through relationships. Interview customers about the roles people play around your category. Use their distinctions rather than a generic list of demographic segments.

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 →Music
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