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 →

421
Technology / 2015DEEPER STUDY · 5 MIN READ

Friends Furever

Google Android

A familiar montage format makes difference-with-connection visible before the technology proposition is stated.

A familiar montage format makes difference-with-connection visible before the technology proposition is stated. Choose a familiar content pattern whose meaning fits the actual proposition.

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 →Creative strategy
422
Spirits / 2009DEEPER STUDY · 5 MIN READ

The Man Who Walked Around the World: the 2009 brand film

Johnnie Walker

A continuous walk makes a chronological brand story spatial and keeps the production method aligned with the idea of progress.

A continuous walk makes a chronological brand story spatial and keeps the production method aligned with the idea of progress. Choose continuity only when it helps explain the actual subject.

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 →Creative strategy
423
Arts and culture / 2016DEEPER STUDY · 5 MIN READ

Van Gogh BnB

Art Institute of Chicago

make a cultural asset actionable by translating its subject into a bookable experience.

Make a Van Gogh exhibition feel personally accessible and newsworthy. Ask what people could do with the subject besides view an advertisement.

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 participation
424
Retail and home furnishings / 2018DEEPER STUDY · 5 MIN READ

Pee Ad: the pregnancy-test print execution

IKEA Sweden

make an advertisement reveal relevant information through an interaction, while keeping the participant’s privacy and safety central.

Make a cot offer relevant through an interactive print format. Use the interaction to reveal something useful rather than merely surprising.

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 →Conditional reveal
425
Music and technology / 2020DEEPER STUDY · 5 MIN READ

Pet Playlists: the original 2020 launch

Spotify

reframe an existing personalisation capability around a valued relationship and give the result a shareable identity.

Create a fresh use and sharing occasion for Spotify personalisation. Find a shared activity that makes existing functionality newly 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 →Relationships
426
Travel / 2012DEEPER STUDY · 5 MIN READ

Find Yours: the original 2012 brand launch

Expedia

connect a standardised transaction platform to varied personal motives through specific customer stories.

Make an online travel service relevant to travellers’ individual purposes. Collect motivations and remembered moments rather than only scenic footage.

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 →Personal motives
427
Automotive / 2013DEEPER STUDY · 5 MIN READ

Live Store: the original launch

Fiat Brazil

A live expert’s camera turns a fixed catalogue into a responsive product conversation.

Reduce uncertainty during online car consideration. Show the detail the customer asks about rather than replaying a generic tour.

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 →Responsiveness
428
Personal care / 2014DEEPER STUDY · 5 MIN READ

Protection Ad / Anúncio Protetor

NIVEA Sun Kids

A print page becomes a reusable object that connects a brand theme to a practical task.

Make the protection positioning tangible. Give the physical piece a useful role beyond carrying a message.

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 →Transformation
429
Personal care / 2016DEEPER STUDY · 5 MIN READ

SunSlide

NIVEA Sun

A disliked interruption is redesigned as an enjoyable activity, making product use the attraction.

Make sunscreen-related activity more appealing. Find the specific friction rather than assuming people need more persuasion.

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 →Play
430
Automotive / 2013DEEPER STUDY · 5 MIN READ

Sound of Honda / Ayrton Senna 1989

Honda

Historic telemetry is translated into sound and light so an invisible data capability becomes an emotional experience.

Explain the potential of driving data. Begin with a record that carries a human 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 →Data
431
Food service / 2011DEEPER STUDY · 5 MIN READ

Last Dictator Standing

Nando’s South Africa

A sentimental holiday montage is recast with authoritarian figures, turning nostalgia into topical satire.

Promote festive sharing with an irreverent brand voice. Use a familiar storytelling structure so the reversal lands quickly.

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 →Satire
432
Logistics / 1981DEEPER STUDY · 5 MIN READ

Fast Talker: the original campaign

Federal Express

use a distinctive performance to make customer time pressure tangible before stating a clear service promise.

Make fast, reliable delivery relevant to pressured business customers. Show why speed matters in the customer’s situation rather than announcing it abstractly.

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 →Performance
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