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 →

445
Public health and sport / 2015DEEPER STUDY · 5 MIN READ

This Girl Can: the 2015 television launch

Sport England

challenge an exclusionary social expectation and connect the resulting permission to practical participation.

Reduce fear of judgement as a barrier to women’s physical activity. Ask the audience what they fear others will think before choosing the 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 →Social permission
446
Charity and fundraising / 2013DEEPER STUDY · 5 MIN READ

Likes Don’t Save Lives

UNICEF Sweden

expose the gap between a visible engagement metric and the material action required by the mission.

Move supporters from symbolic approval toward resources needed for vaccination. Explain exactly what awareness alone cannot supply.

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 →Meaningful metrics
447
Beauty / 2015DEEPER STUDY · 5 MIN READ

High School Girl?

Shiseido

A finished appearance is shown first, then reverse playback reveals the craft that created it.

Demonstrate makeup artistry to a younger audience. Make the product or skill the explanation for the surprise.

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 →Reveal
448
Fashion / 2007DEEPER STUDY · 4 MIN READ

UNIQLOCK: the 2007 launch

UNIQLO

A useful clock becomes a portable entertainment surface that users voluntarily embed.

Build global awareness and show summer garments. Give the object a function people still need after the novelty fades.

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 →Utility
449
Telecommunications / 2013DEEPER STUDY · 5 MIN READ

Giving

TrueMove H

An early act of kindness becomes the explanation for a later rescue, creating a delayed emotional payoff.

Associate the network with meaningful human connection. Give the ending something specific to reconnect with.

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 →Generosity
450
Beverages / 2014DEEPER STUDY · 4 MIN READ

Friendly Twist

Coca-Cola Colombia

A paired bottle-cap mechanism supplies a low-pressure script for meeting another person.

Create a social introduction associated with the drink. Make cooperation reciprocal rather than one person asking a favour.

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 →Cooperation
451
Education / 2013DEEPER STUDY · 5 MIN READ

Potable Water Generator Billboard

UTEC

The advertising medium performs the engineering promise by producing a useful local output.

Attract prospective engineering students through practical ingenuity. Choose an execution that performs the skill you are promoting.

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 →Utility
452
Household products / 2013DEEPER STUDY · 4 MIN READ

Girls Don’t Poop: the original launch film

Poo-Pourri

use tonal contrast to explain a taboo product without hiding its practical use.

Explain a product addressing an uncomfortable household topic. The joke should help people remember the use occasion.

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 →Taboo
453
Grocery retail / 2015DEEPER STUDY · 4 MIN READ

Homecoming / #heimkommen

EDEKA

attach a retail category to a meaningful ritual through fictional narrative tension.

Connect grocery retail with the meaning of gathering. A meal can be a social occasion rather than only a product basket.

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 →Ritual
454
Grocery retail / 2014DEEPER STUDY · 4 MIN READ

Supergeil: the original music video

EDEKA

unify an assortment through music, a recurring performer and an original tonal rule.

Make a broad grocery assortment feel distinctive. Connect different products through a consistent creative device.

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 →Repetition
455
Travel services / 2013DEEPER STUDY · 4 MIN READ

Booking.yeah: the original US brand campaign

Booking.com

turn the brand name into an expression for a specific customer payoff.

Make an accommodation-booking service emotionally distinctive. Focus on the moment a successful decision becomes tangible.

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 →Customer payoff
456
Travel services / 2014DEEPER STUDY · 4 MIN READ

Captain Obvious: The Obvious Choice launch

Hotels.com

personify a descriptive brand characteristic to make repeated service explanations entertaining.

Make a descriptive hotel-booking brand memorable. A literal name can become a memorable creative starting point.

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 →Brand voice
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