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 →

349
Telecommunications / 2012DEEPER STUDY · 5 MIN READ

Honey Bunny / Idea Rings All India

Idea Cellular

A recurring ringtone across changing locations turns a national-coverage proposition into a repeatable musical pattern.

Communicate national network coverage memorably. Use one sound or visual cue across varied settings so the audience can infer the common benefit without 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 →Sonic branding
350
Food & beverage / 1994DEEPER STUDY · 5 MIN READ

Kuch Khaas Hai: the original cricket film

Cadbury Dairy Milk

An adult’s spontaneous celebration makes a previously child-associated product feel socially permissible for a wider audience.

Extend chocolate consumption to adults without excluding children. Ask why an otherwise interested customer feels a product is not for them. Separate social inhibition from price or performance barriers.

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 →Permission
351
Household & home improvement / 2002DEEPER STUDY · 5 MIN READ

Har Ghar Kuch Kehta Hai: the original film

Asian Paints

Reframe a functional home-improvement product as a contributor to the identity and emotional meaning of a home.

Connect the paint brand with the emotional meaning of homes. Identify the larger customer project your product helps create, such as a room, a ritual or a sense of welcome.

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 →Home
352
Fashion & accessories / 2013DEEPER STUDY · 5 MIN READ

The Joy of Gifting: classroom farewell

Titan

An apparent classroom disruption resolves into gratitude, while students perform a familiar brand melody before the product reveal.

Refresh Titan’s association with meaningful gifting. Let characters use a recognisable brand sound, shape or ritual instead of adding it only as an end card.

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 →Sonic branding
353
Food & beverage / 2015DEEPER STUDY · 5 MIN READ

A Ride Down the River of Memories

Paper Boat / Hector Beverages

Connect traditional flavours to personal memory, then separate the emotional theme film from product-specific purchase cues.

Differentiate traditional beverages through memories. Identify a sensory or practical connection between the product and the memory. Familiar music alone is not a reason to choose the brand.

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 →Nostalgia
354
Food & beverage / 2014DEEPER STUDY · 5 MIN READ

Ghar Ka Khana: the grandmother and the nurse

Fortune / Adani Wilmar

Repeated attempts to deliver a homemade meal turn a functional ingredient category into a concrete story of persistent care.

Associate Fortune with the emotional value of food made at home. Show what a character does for another person. An object, task or effort makes emotion more specific than a statement about love.

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
355
Fashion & accessories / 2013DEEPER STUDY · 5 MIN READ

The Closet / Come Out, Move On

Fastrack / Titan

A literal cupboard reveal activates a cultural double meaning and extends an existing youth-brand attitude into a social conversation.

Extend the youth brand’s Move On positioning. Explain why the idea belongs to this brand before testing whether it attracts attention.

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 wordplay
356
Food & beverage / 2010DEEPER STUDY · 5 MIN READ

Pepsi Refresh Project: the US launch

Pepsi / PepsiCo

Community-project funding gives participants a practical reason to recruit support, turning the brand’s programme into a shared activity.

Make the brand’s optimistic positioning participatory. Design a request people have a real reason to pass on, such as supporting a relevant community project, rather than asking for promotion 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 →Participation incentives
357
Retail & services / 2014DEEPER STUDY · 5 MIN READ

World’s Toughest Job

Cardstore / American Greetings

An impossible job description is reclassified as familiar caregiving, creating recognition before a relevant gesture of appreciation.

Prompt appreciation of mothers and consideration of personalised cards. Describe an overlooked contribution in a fresh context, then reveal its identity without inventing its demands.

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 →Reframing
358
Toys & Play / 2019DEEPER STUDY · 5 MIN READ

Rebuild the World: the 2019 launch

LEGO

turn the product’s capacity for rebuilding into both a narrative rule and an accessible invitation.

Frame LEGO play around imaginative rebuilding. Show what people can change with the product, rather than presenting a catalogue of finished outputs.

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 →Creativity
359
Home & Household / 2010DEEPER STUDY · 5 MIN READ

Let’s Colour: the 2010 community-painting launch

Dulux / AkzoNobel

make real product use create a locally useful change, then let that change generate the communication.

Make the promise of bringing colour into people’s lives tangible. Let the people who use the place define the problem, permissions, finish and maintenance requirements.

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 contribution
360
Travel & Tourism / 1989DEEPER STUDY · 5 MIN READ

Face / The Face

British Airways

let a change of scale turn separate people into a visual explanation of the service’s human purpose.

Express the airline’s role in bringing people together. Choose a final arrangement that explains the promise, then specify the individual elements needed to make it intelligible.

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 →Human connection
Return to the learning library →