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 →

373
Financial services / 2020DEEPER STUDY · 5 MIN READ

Not Everyone Gets It: the original celebrity auditions

CRED

A mock rejection of celebrity endorsement makes a straightforward product voice-over feel like the comic resolution.

Communicate bill-payment convenience and rewards through entertaining mass-reach advertising. Choose a familiar category habit and make the reversal legible. The audience needs to recognise the setup before the joke can change 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 →Meta advertising
374
Travel / 2016DEEPER STUDY · 5 MIN READ

Alia and Ranveer’s hotel-booking launch under Dil Toh Roaming Hai

MakeMyTrip

Comic comparisons reveal a disadvantage in a familiar booking habit and give non-users a practical reason to try an alternative.

Encourage people using offline hotel-booking habits to consider online reservations. Identify what people currently do and why it feels sufficient. Build the comparison around a genuine cost or missed benefit of that habit.

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 →Behaviour change
375
Education / 2022DEEPER STUDY · 5 MIN READ

Lesson No. 7: MS Dhoni’s metaphorical obstacle run

Unacademy

Physical obstacles make perseverance visible, borrowing an athlete’s identity to frame learning as continuing effort.

Connect the learning brand with perseverance and continuing development. After an emotional message, offer a concrete learning action such as feedback, revision or a practice exercise that the service actually supports.

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 →Perseverance
376
Telecommunications / 2009DEEPER STUDY · 5 MIN READ

Dance: Liverpool Street station

T-Mobile

A staged collective moment embodies sharing, and a filmed progression makes that experience available to a wider audience.

Express a mobile brand’s sharing platform through an enjoyable collective experience. Storyboard what a remote viewer will understand while separately reviewing access, comfort and expectations for everyone at the venue.

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
377
Charity and healthcare fundraising / 2016DEEPER STUDY · 5 MIN READ

SickKids VS: the original Undeniable launch

SickKids Foundation

A performance-and-confrontation frame invites donors to join a collective effort, while a repeatable VS structure organises different challenges.

Broaden donor engagement by communicating the hospital’s capability and ambition. Describe the useful action a supporter can join. Do not make the beneficiary responsible for performing optimism to earn support.

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 →Agency and dignity
378
Automotive / 2005DEEPER STUDY · 5 MIN READ

The Impossible Dream: the 2005 original

Honda

use one continuous human journey to connect a diverse product portfolio through shared ambition.

Explain Honda’s breadth beyond cars. Follow one person or task through the range so the audience can understand the relationship among otherwise separate products.

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 →Portfolio storytelling
379
Automotive / 2002DEEPER STUDY · 5 MIN READ

206: The Sculptor

Peugeot

delay the reference image so an apparently irrational act becomes proof of desire for a distinctive product shape.

Make the 206’s design an object of desire. Build curiosity around an unusual action, then show the product detail that makes the behaviour 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 →Desire
380
Automotive / 2017DEEPER STUDY · 5 MIN READ

Clowns

Audi

personify an everyday hazard so technical safeguards become understandable through repeated problem-and-response scenes.

Explain the usefulness of Audi assistance technologies. Start with a situation the audience recognises, then demonstrate the specific assistance the product provides.

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 →Technical benefits
381
Food & Drink / 2008DEEPER STUDY · 5 MIN READ

Go On Lad

Hovis

keep a familiar household errand constant while history changes around it, turning longevity into lived continuity.

Reconnect an established bread brand with its heritage during a wider relaunch. Give the audience a familiar human purpose that remains clear as settings and time periods change.

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
382
Food & Drink / 2011DEEPER STUDY · 5 MIN READ

Kitchen Odyssey

Lurpak

use cinematic scale and sensory detail to make an ordinary act of product use feel rewarding and worth doing.

Associate butter with the pleasure of preparing food. Look for transformation already present in product use before inventing an unrelated spectacle.

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 craft
383
Alcoholic Beverages / 2014DEEPER STUDY · 5 MIN READ

Sapeurs

Guinness

express a brand value through a real community’s chosen practice, then provide a separate film that adds context beyond the advertisement.

Give the brand’s character positioning a human expression. State when authentic participants appear within a styled or relocated production instead of allowing the audience to assume every scene is observational.

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 →Cultural storytelling
384
Photography & Imaging / 2014DEEPER STUDY · 5 MIN READ

100

Leica Gallery São Paulo

turn an anniversary into a recognition-led tour of a medium’s cultural value, while separating influence from ownership of individual works.

Celebrate Leica’s centenary and introduce the São Paulo gallery. Use an anniversary to show meaningful work and experiences rather than only repeating corporate milestones.

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 →Anniversary
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