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 →

529
Personal care / 2017DEEPER STUDY · 5 MIN READ

Go Safe Outside

Hamam

An established protection vocabulary opens a wider conversation about safety beyond the product’s functional category.

Editorial reading of the challenge: Hamam’s Go Safe Outside campaign extended the language of protection beyond a skincare proposition. Separate the product benefit from the social issue it introduces.

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 →Protection
530
Food / 2013DEEPER STUDY · 5 MIN READ

Kal Ke Genius: making room for curiosity

Parle-G

A familiar genius positioning is reframed as everyday curiosity, with caregivers invited to support a concrete behaviour.

Editorial reading of the challenge: Parle-G’s Kal Ke Genius work gave an established brand phrase a more specific behavioural interpretation. Translate an abstract quality into something people can notice and encourage.

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 →Curiosity
531
Home improvement / 1998DEEPER STUDY · 4 MIN READ

The Unbreakable Egg

Fevicol

An everyday fragile object resists breaking, creating a visual puzzle resolved by the adhesive brand’s meaning.

Editorial reading of the challenge: Fevicol’s Egg film made adhesive strength understandable without showing a conventional bonding demonstration. Use an object whose normal behaviour needs little explanation.

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 →Visual metaphor
532
Telecommunications / 2008DEEPER STUDY · 4 MIN READ

Education for All

Idea Cellular

A classroom’s physical limits make connectivity tangible, with familiar school symbols preserving the idea across media.

Editorial reading of the challenge: Idea Cellular’s Education for All campaign imagined mobile connectivity as a way around the physical limits of a classroom. Translate infrastructure into a problem people can readily picture.

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 →Connectivity
533
Beverages / 2016DEEPER STUDY · 4 MIN READ

Uncage Street Food

Tiger Beer

Practitioner-led films connect a sponsor to a local craft and practical opportunities to support it.

Editorial reading of the challenge: A familiar brand can support a culture without making itself the main character. Let the people doing the work explain what support is useful.

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 →Heritage
534
Restaurants / 2017DEEPER STUDY · 4 MIN READ

Kwentong Jollibee: Vow and the Valentine’s trilogy

Jollibee

A familiar restaurant becomes the setting for relationship memories across a coordinated film series.

Editorial reading of the challenge: Restaurants often advertise what is on the tray. Show an interaction the business genuinely makes possible.

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
535
Beverages / 2020DEEPER STUDY · 4 MIN READ

Basta RC: Family

RC Cola

A familiar melodramatic setup gives way to product-linked absurdity that viewers can retell.

Editorial reading of the challenge: A cola brand competing for attention does not always need to enter a familiar argument about taste. Make the opening understandable before reversing 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 →Humour
536
Telecommunications / 2018DEEPER STUDY · 4 MIN READ

Mr Lim’s Reunion Dinner

Singtel

A holiday misunderstanding makes the human purpose and limits of connectivity tangible.

Editorial reading of the challenge: Connectivity is easy to describe as a technical capability and harder to make emotionally specific. Use a believable coordination problem rather than an abstract value.

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 →Family
537
Travel / 2013DEEPER STUDY · 4 MIN READ

The Lengths We Go To

Singapore Airlines

A journey through sourcing and curation makes otherwise invisible service preparation visible.

Editorial reading of the challenge: An airline’s service promise is partly delivered before passengers ever board. Explain why a particular ingredient or material was selected.

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 →Craft
538
Travel / 2017DEEPER STUDY · 4 MIN READ

Escape the Ordinary: Permitted On Board

Scoot

A category’s restrictive language is reframed as permission while a merged airline introduces its identity.

Editorial reading of the challenge: A merger creates a communications problem as well as an operational one. Explain operational changes clearly before adding personality.

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 →Category reframing
539
Technology / 2019DEEPER STUDY · 4 MIN READ

Cerdikiawan

Gojek

Everyday ingenuity provides one memorable explanation for a multi-service platform.

Editorial reading of the challenge: A platform with many services can become difficult to explain through a conventional feature list. Give the portfolio a customer-centred explanation.

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 →Ingenuity
540
E-commerce / 2018DEEPER STUDY · 4 MIN READ

Mulai Aja Dulu

Tokopedia

A first practical purchase is positioned as a manageable step through self-doubt.

Editorial reading of the challenge: The hardest part of pursuing an interest can happen before a purchase: deciding that one is allowed to begin. Show a feasible beginning rather than an entire transformation.

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 →Aspiration
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