THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

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

361
Sport & Apparel / 2012DEEPER STUDY · 5 MIN READ

Find Your Greatness: the 2012 launch

Nike

expand who can belong to an aspirational idea, using a repeated concrete detail to organise the invitation.

Make a major sporting moment relevant to everyday athletes. Let participants define meaningful personal progress instead of measuring everyone against an elite performer.

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 achievement
362
Sport & Apparel / 2014DEEPER STUDY · 5 MIN READ

I Will What I Want: Misty Copeland

Under Armour

place a limiting judgment beside visible mastery so the audience experiences the contradiction for itself.

Recognise a broader range of women’s athletic experiences. Choose an observable performance that directly challenges the misconception rather than relying on a motivational slogan.

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 →Demonstrated mastery
363
Outdoor Apparel / 2013DEEPER STUDY · 5 MIN READ

Worn Wear: A Film About the Stories We Wear

Patagonia

move product value from the moment of purchase to accumulated use, then support that meaning with practical repair.

Encourage appreciation and continued use of existing clothing around a shopping-heavy moment. Ask owners what continued use has made possible, rather than treating newness as the only reason to care.

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 →Longevity
364
Media & Entertainment / 2012DEEPER STUDY · 5 MIN READ

Push to Add Drama / A Dramatic Surprise on a Quiet Street

TNT

give the audience a simple control whose immediate consequence embodies the entertainment promise.

Introduce TNT’s drama proposition in Belgium. Show the participant’s action and its consequence clearly enough that the product connection survives a short edit.

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 →Causal demonstration
365
Public Service & Road Safety / 2008DEEPER STUDY · 6 MIN READ

Awareness Test / Moonwalking Bear

Transport for London

let an audience experience a limited attention gap before explaining why a wider checking habit matters.

Encourage drivers to notice cyclists. Use a harmless task that makes the intended limitation noticeable before delivering the 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 →Attention
366
Food & Beverage / 2014DEEPER STUDY · 5 MIN READ

Proud Whopper: San Francisco Pride 2014

Burger King

use the normal act of opening a familiar product to reveal a values statement through a meaningful contrast.

Express the brand’s welcome and self-expression message in a local Pride context. Make the packaging reveal explain the proposition rather than simply decorate the product.

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
367
Technology & Software / 2011DEEPER STUDY · 5 MIN READ

Dear Sophie

Google Chrome

make routine interface actions accumulate toward a meaningful future moment, while keeping each capability attributable to the right service.

Make the use of web tools meaningful to a broad consumer audience. Show who benefits from the completed activity and why that future moment matters.

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-centred technology
368
Automotive / 1989DEEPER STUDY · 5 MIN READ

Hamara Bajaj: the original national scooter film

Bajaj Auto

Collective language and music connect household mobility to a recognisable shared identity.

Give an established scooter brand emotional relevance. Before saying “our,” gather concrete examples of how the product participates in a community’s daily life. Reject scenes that could belong to any advertiser.

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 →Belonging
369
Food and cooking oil / 1996DEEPER STUDY · 5 MIN READ

Jalebi: the original runaway-boy film

Dhara

A specific food desire reverses a character’s decision, making home attachment visible without a technical product pitch.

Move beyond a low-budget oil image through an emotional association. Replace a broad emotional adjective with a moment when someone changes what they do. Keep the reason concrete and category-relevant.

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
370
Confectionery / 2008DEEPER STUDY · 5 MIN READ

Evolution: the original Indian animated film

Mentos

A familiar smart-thinking promise is exaggerated into an animated origin story whose ending reverses its opening problem.

Refresh an established smart-thinking brand platform. Write the existing campaign’s core relationship in one sentence. Change the setting or scale while preserving that relationship.

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 →Humour
371
Telecommunications / 2003DEEPER STUDY · 5 MIN READ

You and I / Wherever You Go: the original boy-and-dog campaign

Hutch

A companion who remains nearby becomes a visual analogy for network continuity.

Explain network dependability in an emotionally accessible way. Write down which character or object represents the customer and which represents the benefit. Test whether viewers make that same connection unaided.

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 metaphor
372
E-commerce / 2011DEEPER STUDY · 5 MIN READ

No Kidding, No Worries: the first kids-as-adults campaign

Flipkart

Unexpected child casting makes adult purchase anxieties easier to hear, while dialogue supplies practical reassurance.

Reduce uncertainty about buying online. Use customer questions to select one barrier per execution. Answer it with an operational fact rather than a general instruction to trust 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 →Humour
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