THE CREATIVE FIELDBOOK / SNS MEDIA TECH
677 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →
Traveloka
A diverse portfolio is framed around different travel needs rather than one ideal holiday.
Editorial reading of the challenge: Travel preferences are not interchangeable. Group options by the experience customers seek.
Biti’s Hunter
A cultural tension between exploration and homecoming is resolved through one coherent music-led platform.
Editorial reading of the challenge: For young travellers, leaving home and valuing home need not be opposites. Do not assume two customer desires must compete.
DTAC
People disappearing from a scene visualise the relational cost of diverted attention.
Editorial reading of the challenge: A mobile operator asking people to put down their phones creates an immediate tension with the category’s usual message. Use a simple device to show an everyday trade-off.
Sunsilk
A participant-led identity narrative gives a hair-care brand a proportionate role in self-expression.
Editorial reading of the challenge: Hair can be part of self-expression without defining who someone is allowed to be. Agree editing, reuse and sensitive boundaries before production.
Pantene
A long-form character journey links a beauty brand to confidence through emotional identification.
Editorial reading of the challenge: A four-minute shampoo advertisement is a substantial request for attention. Give the character a clear goal and meaningful progression.
Dutch Mill
A supplier turns its media capacity into local promotion for the independent shops that sell its products.
Editorial reading of the challenge: A manufacturer’s route to market can also be its most relevant community. Connect partner help to a real distribution relationship.
McDonald’s Philippines
A playful visual world connects a breakfast occasion with an optimistic brand mood.
Editorial reading of the challenge: Breakfast advertising often concentrates on price, speed or a menu item. Choose a recurring moment rather than a generic emotion.
Tesco Homeplus
Put a familiar retail interface into an existing waiting occasion, then connect it to fulfilment.
Original business brief not established in opened sources. Editorial reading: Make online grocery ordering visible during a commuter waiting occasion. Identify a real moment of inconvenience before selecting technology.
Emart
Turn a desired shopping window into a visible environmental event.
Original business brief not established in opened sources. Editorial reading: Draw attention to a midday shopping opportunity. Connect an offer window to a real commercial need.
Panasonic
Give an invisible resource a tangible origin story attached to an everyday object.
Original business brief not established in opened sources. Editorial reading: Make stored electrical energy easier to understand through visible activities. Make hidden work visible through a concrete object.
Shiseido
Translate category expertise into an optional tool for a specific new use occasion.
Original business brief not established in opened sources. Editorial reading: Explore cosmetic expertise within remote video communication. Do not assume an appearance concern on behalf of users.
Nissin Cup Noodles
Resolve a striking cultural contrast through a shared, demonstrable skill.
Original business brief not established in opened sources. Editorial reading: Connect Japanese brand identity with the football setting of Brazil. Make the contrast do something, not just look unusual.