THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

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

37
Beauty & personal care / 20214 MIN READ

Stop the Beauty Test

Dove / Unilever

Make a global brand belief specific to a local pressure point.

Dove addressed appearance-based judgments women face during marriage matchmaking. A broad belief about beauty can become generic. Locating it in one recognizable encounter gives the audience something specific to question.

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 →Beauty standards
38
Food delivery & consumer apps / 20195 MIN READ

Voice of Hunger

Swiggy

Turn an existing interface feature into a playful creative constraint.

Swiggy wanted stronger social engagement and relevance when young consumers thought about food. A blank request to create content is hard. An unusual but understandable target gives people something to attempt, improve and show others.

150,000+
voice-note submissions reportedCampaign results in 2020 entry · Not necessarily unique peopleEntrant-reported · Source →
Read study, data & creative direction →Platform behavior
39
Beverages & branded entertainment / 20165 MIN READ

6 Pack Band

Brooke Bond Red Label / HUL

Create an entertainment platform where inclusion is the operating model.

The initiative aimed to support gender equality through music with Brooke Bond Red Label as brand partner. The performers are making entertainment, rather than appearing solely as examples in someone else’s argument. Their craft supplies an audience reason to return.

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 →Music
40
Food & snacks / 20215 MIN READ

Nothingcoin

Cadbury 5 Star / Mondelēz

Turn the brand’s behavioral idea into the rule of a promotion.

5 Star sought to recover sales after lockdown disruption while extending its established do-nothing positioning. Users enact the brand idea instead of merely reading it. A promotion is more distinctive when the action required and the brand’s personality point in the same direction.

4.4M
minutes spent in the activity reported2022 award case; measurement window not stated · Time in activity, not unique peopleEntrant-reported · Source →
Read study, data & creative direction →Brand behavior
41
Education technology / 20205 MIN READ

Cracking the Game

Unacademy

Show how a category lens changes the way people see a shared event.

Unacademy wanted to celebrate learning during its first year as an IPL partner. Instead of placing a logo near cricket, the film gives viewers a way to look at cricket through learning. The sponsorship gains a product-relevant point of view.

2.5M+
social and digital views reportedBy 9 November 2020 brand release · Cross-platform views, not unique users or enrollmentsBrand-reported · Source →
Read study, data & creative direction →Cricket
42
Financial services / 20175 MIN READ

Fearless Girl

State Street Global Advisors

A small figure in a familiar place made an institutional message physically legible.

State Street wanted to communicate the value of women in leadership and draw attention to its SHE investment proposition. A public artwork can borrow meaning from its surroundings. The contrast between the two figures lets a photograph carry tension without a long explanation. A generic statue in an unrelated square would lose much of this compression.

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 →Gender equity
43
Public transport and safety / 20125 MIN READ

Dumb Ways to Die

Metro Trains Melbourne

Make the safety message something people choose to replay before asking them to remember it.

Metro needed young people to pay attention to rail safety without relying on a conventional warning. A memorable refrain gives audiences a reason to replay or repeat the work. In safety communication this creates an opportunity for rehearsal, but only if people can retrieve the actual behavior as well as the tune.

18
countries with number-one free-app rankingUnder two weeks after game release · Later mobile game extension, not original videoCampaign-entry reported · Source →
Read study, data & creative direction →Safety
44
Nonprofit and public health / 20225 MIN READ

The Last Photo

Campaign Against Living Miserably (CALM) and ITV

Challenge a harmful assumption with ordinary evidence, then provide a usable next step.

CALM wanted people to understand that a person’s outward appearance does not reliably reveal suicidal thoughts. The photographs were not unusual on their own. Their changed context exposes how much an audience infers from a smile. That makes the lesson about the limits of observation rather than about identifying a supposedly recognizable type of person.

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 →Mental health
45
Road safety / 20165 MIN READ

Meet Graham

Transport Accident Commission Victoria

Turn an invisible physical vulnerability into an object people want to investigate.

TAC wanted road users to understand that human bodies have not evolved to withstand crash forces. An unfamiliar anatomy invites people to ask why each feature exists. The explanation can then connect curiosity to the intended lesson. A provocative image with no explanatory layer would waste this opening.

10.4M
website page viewsLess than one week after July 2016 reveal · Worldwide page views, not unique visitorsPublic-agency reported · Source →
Read study, data & creative direction →Safety
46
Press freedom and nonprofit / 20205 MIN READ

The Uncensored Library

Reporters Without Borders (RSF)

Use a platform’s existing affordances to deliver the mission, not just advertise it.

RSF sought a way to make censored reporting available where conventional news access was restricted. A campaign about access is more credible when it provides access. The medium is therefore not a decorative gaming partnership: its format is essential to the service being offered.

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 →Press freedom
47
Menstrual care and advocacy / 20195 MIN READ

The Tampon Book

The Female Company

Make an unfair classification visible by building a product that exposes its contradiction.

In 2019 German menstrual products were taxed at 19%, while books received a reduced 7% rate. The Female Company wanted to challenge that difference. Policy language often demands patience before people understand the problem. A surprising package can demonstrate the discrepancy immediately. Here the product format carries an explanation rather than merely placing a slogan on a wrapper.

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 →Tax equity
48
Financial services and cultural sponsorship / 20165 MIN READ

The Next Rembrandt

ING

Demonstrate an innovation promise in the language of an existing sponsorship.

ING wanted its support of Dutch art to reflect its broader positioning as an innovative bank. An audience can appreciate the ambition of a recognizable portrait even if it cannot evaluate the underlying model. A concrete output gives an abstract technology story a point of entry.

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 →Art
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