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 →

25
Health & hygiene / 20165 MIN READ

Healthy Hands Chalk Sticks

Savlon / ITC

Attach the desired behavior to something people already do.

Savlon wanted primary-school children to use soap when washing their hands. A reminder competes with forgetfulness; an object used in the preceding routine can reduce that gap. Map the full sequence before inventing a new touchpoint.

150,000+
children in the entrant’s programme claim2017 award entry · Not a controlled measure of lasting handwashingEntrant-reported · Source →
Read study, data & creative direction →Habit design
26
Personal care & menstrual health / Date not verified5 MIN READ

Touch the Pickle

Whisper / P&G

One specific absurd rule can expose a larger taboo.

Whisper wanted relevance with young urban women through a contemporary conversation about menstrual stigma. A concrete prohibition is easier to recognize than a general statement about stigma. The audience can immediately identify the behavior being challenged.

2.9M+
women reported as participatingAs reported in 2016 entry · Participation definition not suppliedEntrant-reported · Source →
Read study, data & creative direction →Taboo
27
Nonprofit & food redistribution / 20135 MIN READ

Share My Dabba

Happy Life Welfare & Dabbawala Foundation

A tiny signal can connect spare capacity to an existing network.

The initiative sought a practical way to redistribute untouched food from Mumbai lunchboxes. The visible artifact is cheap, but trusted collection routes and volunteer handoffs make it operational. Borrowing the image without the logistics would miss the strategy.

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 →Generosity
28
Public service & road safety / 20204 MIN READ

The Punishing Signal

Mumbai Police

Show the contradiction inside an unwanted behavior.

Mumbai Police wanted to discourage excessive honking at traffic signals. Honking to hurry becomes a reason for delay. The causal joke is understandable without an explanatory lecture, making the demonstration a compact story.

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 →Feedback
29
Household pest control / Date not verified4 MIN READ

The Killer Pack

Maxx Flash

Consider whether packaging could perform a useful second job.

The brand addressed mosquito breeding outside homes, beyond the setting where repellent coils are normally used. Ask where the customer’s problem continues after the product stops working. That can expose a useful service opportunity outside the conventional usage occasion.

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 →Second life
30
Consumer healthcare / 20175 MIN READ

Generations of Care / Touch of Care

Vicks / P&G

Broaden a familiar brand meaning through a specific human relationship.

Vicks wanted to renew its association with care and invite a broader understanding of family. The story asks viewers to recognize care in ordinary relational actions. A brand value becomes less abstract when the audience can observe it in a person’s behavior.

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 →Care
31
Technology & accessibility / 20194 MIN READ

Good Vibes

Samsung

Make inclusion usable, then communicate the service around it.

Samsung addressed communication barriers faced by deafblind people and their communication partners. An accessible tool fails if only one participant can operate it. Consider the complete exchange and the support required for each person, not just the interface that looks innovative.

20,812+
app downloads reported2020 award entry · Not active users or successful communication sessionsEntrant-reported · Source →
Read study, data & creative direction →Accessibility
32
Media & publishing / 20175 MIN READ

No Conditions Apply: Sindoor Khela

The Times of India

Express inclusion by changing who can participate in a real occasion.

The Times of India sought a stronger connection with Bengali readers. A message about inclusion becomes testable when people can see who is actually welcomed and how the event changes. The operational invitation matters as much as the campaign line.

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 →Durga Puja
33
Fintech & consumer apps / 20215 MIN READ

Dravid / Indiranagar ka Gunda

CRED

Break a familiar expectation after making the offer clear.

CRED wanted to popularize its credit-card bill-payment rewards proposition among millennials. The joke depends on the audience already knowing the person’s public image. Without that shared knowledge, unexpected casting may just look like an ordinary 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 →Expectation reversal
34
Personal care & menstrual health / 20214 MIN READ

Daughter’s Day

Stayfree / Johnson & Johnson

Give people words for a conversation they have been avoiding.

Stayfree sought to normalize menstruation conversations between fathers and daughters. People can agree that a conversation matters yet not know how to begin. Useful language is a practical intervention that can outlast a film.

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 →Family
35
Media & public-health communication / 20204 MIN READ

Mask India

The Times of India

Pair a clear public instruction with a visible way to participate.

At the start of the pandemic, the campaign addressed mask shortages and public understanding of mask use. An invitation to post is more useful when people first receive a clear way to act. The campaign connects information, an action and a visible contribution.

106,905
images uploadedNot stated on the agency case page · Uploads, not unique participants or correct behaviorAgency-reported · Source →
Read study, data & creative direction →Pandemic
36
Food & beverages / 20225 MIN READ

Forced Packs

Cadbury Bournvita / Mondelēz

Use your own product as the metaphor instead of borrowing an unrelated shock.

Bournvita wanted to question parents forcing children into careers that do not fit their interests. A recognizable pack gives the audience a baseline to compare against. The mismatch can be legible because the original product is familiar.

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 →Parenting
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