THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

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

385
Insurance & Financial Services / 2011DEEPER STUDY · 5 MIN READ

Life’s Turns in a Sentence: the 2011 launch

Swiss Life

make a shared word turn one apparent meaning into another, so reading the headline enacts the uncertainty the brand addresses.

Make the relevance of planning for changing circumstances tangible. Choose a writing structure that lets the audience experience the proposition instead of only being told 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 →Copywriting
386
Travel & Tourism / 2013DEEPER STUDY · 5 MIN READ

Melbourne Remote Control Tourist

Tourism Victoria

turn a destination into a responsive live exploration, then preserve audience-driven discoveries as a useful guide.

Let prospective visitors explore Melbourne’s smaller experiences before travelling. Show the connection between an audience request, the host’s decision and the resulting exploration.

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 →Audience curiosity
387
Food & Drink / 2000DEEPER STUDY · 5 MIN READ

Bear

John West

establish a familiar observational genre, then break its rules with an absurd action caused by the product promise.

Make the brand’s determination to obtain good fish memorable. Make the unexpected behaviour follow from a relevant product promise rather than attaching a brand to an interchangeable joke.

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 →Genre reversal
388
Household products / 1998DEEPER STUDY · 5 MIN READ

Fish: the original fishing film

Fevikwik / Pidilite

An unlikely rival wins a simple visual contest because the product supplies the decisive advantage.

Communicate an instant adhesive benefit memorably. Remove the brand from the script. If the payoff still works unchanged, strengthen its causal role.

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
389
Food & beverage / 2009DEEPER STUDY · 5 MIN READ

Me and Meri Maggi: the 2009 anniversary invitation

Maggi / Nestlé India

An anniversary becomes a consumer-memory invitation, with selected stories returning through advertising and packaging.

Give a familiar brand’s anniversary relevance beyond company history. Request one concrete occasion and the product’s role rather than a general endorsement.

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 →Memory
390
Food & beverage / 2014DEEPER STUDY · 5 MIN READ

My Name Is Ranveer Ching: the original music video

Ching’s Secret / Capital Foods

A celebrity’s branded alter ego puts the advertiser’s name inside the entertainment’s core identity.

Create a distinctive branded entertainment identity. Make the commercial source part of the premise instead of relying on a final logo.

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 →Entertainment
391
Home appliances / 2014DEEPER STUDY · 5 MIN READ

Respect Women: the 2014 kitchen-appliance launch

Havells Appliances

A domestic command is redirected from a woman to the appliance, making personal agency part of the product scene.

Build consideration for an appliance range beyond functional features. Find a specific expectation the product’s advertising usually leaves unexamined.

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
392
Home improvement / 2003DEEPER STUDY · 5 MIN READ

Wah Sunil Babu: the enduring exterior

Asian Paints

A repeated encounter keeps the painted exterior constant while visible surroundings establish the passage of time.

Make a long-lasting exterior finish easy to understand. Keep one product element constant and change a small number of surrounding details.

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 →Time compression
393
Personal care / 2015DEEPER STUDY · 5 MIN READ

Kya Chal Raha Hai: the original conversational campaign

Fogg / Vini Cosmetics

A fixed branded answer completes an already familiar greeting across changing comic situations.

Build brand salience beyond the earlier functional proposition. Start with a question people actually use, then create an original response that fits 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 →Conversational language
394
Construction materials / 2015DEEPER STUDY · 5 MIN READ

The Great Khali: the original mockumentary

Ambuja Cement

A celebrity’s defining attribute becomes an exaggerated everyday problem that the product resolves.

Dramatise the established strength proposition. Choose a performer whose recognised attribute creates the problem the product is meant to solve.

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 →Strength
395
Automotive / 2016DEEPER STUDY · 5 MIN READ

Bajaj V: Rebirth and the Vikrant-metal launch

Bajaj Auto

Documented material provenance links the product, its name and a heritage story in one tangible proposition.

Give a commuter-motorcycle launch a distinctive reason to matter. Record where the material came from, how it was acquired and where it appears in 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 →Provenance
396
Sportswear / 2018DEEPER STUDY · 5 MIN READ

Nothing Beats a Londoner: the 2018 film

Nike

An escalating relay of local sporting obstacles turns an ensemble into the protagonists of a place-specific brand story.

Reaffirm relevance with young Londoners. Use experiences participants recognise rather than landmarks that could decorate any city campaign.

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 →Place
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