THE CREATIVE FIELDBOOK / SNS MEDIA TECH
677 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →
Anouk / Myntra
A fashion adjective becomes a human choice as a couple prepares to meet family together.
Anouk’s The Visit places its clothing in a recognisable domestic preparation scene. Show the behaviour that gives a brand word meaning.
Saffola / Marico
Opt-in audio content attempts to place the brand beside a recurring audience moment.
Saffola’s Beat the Crave campaign tried to meet an audience at a recurring moment rather than ask them to watch another product film. Identify when the content can be useful, not just where to distribute it.
Bingo / ITC
A teleshopping parody makes an unfamiliar snack format recognisable while establishing a playful brand voice.
A new snack brand needs people to notice both its name and the unfamiliar shapes on the shelf. Make the product part of the joke’s mechanism.
Tata Sky
A recording feature overturns the assumption on which a prison-escape plot depends.
Tata Sky’s Prison Break turns a recording feature into the answer to a suspense story. Let the product change what characters can do.
Vodafone Egypt
Micro-recharge cards take a useful role in the familiar retail exchange of small change.
Vodafone Fakka began with a small retail inconvenience: shopkeepers sometimes lacked the coins needed to return exact change. Look for how customers already solve a recurring friction.
Vodafone Turkey
The potential harm of reaching unintended audiences becomes a central media-planning constraint.
Vodafone Turkey’s Red Light campaign faced a tension unlike ordinary awareness advertising: publicity could reach people who might put intended users at risk. Consider who else may see a message and what that could cause.
Johannesburg Zoo
Real enclosure activity triggers a prewritten character voice, creating a renewable stream of social content.
A zoo’s daily life contains stories, but turning those stories into a steady social presence takes staff time. Connect recurring content to something that genuinely happens.
Bradesco
A small light becomes valuable through collective action, giving inclusion a visible narrative form.
Bradesco’s 2018 year-end film uses a small firefly to tell a story about finding a place in a large world. Show what changes when a contribution is recognised.
Santam
A celebrity and lookalike make superficial similarity an experience the audience can connect to insurance cover.
Insurance policies can look similar until a claim reveals a difference. Translate an abstract service difference into a clear experience.
Wendy’s
turn a substantiated product contrast into a reusable customer question.
Editorial reading of the challenge: how to turn a substantiated product contrast into a reusable customer question. Use a clear comparison tied to a real product attribute.
Bud Light
use a consistent ceremonial audio format to make varied small observations memorable.
Editorial reading of the challenge: how to use a consistent ceremonial audio format to make varied small observations memorable. Test several subjects before calling an idea a platform.
Miller High Life
make a media constraint express a credible value position.
Editorial reading of the challenge: how to make a media constraint express a credible value position. Brevity needs a reason the audience can understand.