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 →

553
Food / 2018DEEPER STUDY · 4 MIN READ

71.8 Seconds LIFE

Glico

A simple time-to-screen rule makes the passage of life legible and gives familiar products a supporting role.

Original business brief not established in opened sources. Editorial reading: Place familiar products within a compressed story of a lifetime. A structural constraint can communicate more clearly than an explanatory voiceover.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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554
Tourism and agriculture / 2014DEEPER STUDY · 4 MIN READ

Rice Code

Inakadate Village

Recognizable destination imagery becomes a bridge from appreciation to ordering the associated local product.

Original business brief not established in opened sources. Editorial reading: Connect interest in rice-paddy art to ordering local rice. Build on a genuine reason to visit or look rather than inventing a disconnected technology demonstration.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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555
Alcohol / 2014DEEPER STUDY · 4 MIN READ

3D on the Rocks

Suntory

A customized serving detail turns preparation into a visual demonstration of craft.

Original business brief not established in opened sources. Editorial reading: Express craft through a distinctive whisky-serving detail. Small elements around a product can express care without changing the core product.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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556
Alcohol / 2005DEEPER STUDY · 5 MIN READ

Big Ad

Carlton Draught

Self-aware spectacle embeds the product in the joke instead of placing branding after unrelated entertainment.

Original business brief not established in opened sources. Editorial reading: Make a beer advertisement entertaining through self-aware spectacle. The entertaining device should lead naturally to the sponsor.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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557
Alcohol and energy partnership / 2021DEEPER STUDY · 5 MIN READ

Solar Exchange

Victoria Bitter

A tangible reward makes an abstract service credit memorable, provided the exchange conditions remain visible.

Original business brief not established in opened sources. Editorial reading: Make an energy-credit exchange tangible through an adult product reward. Show what participants give up as well as what they receive.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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558
Alcohol / 2012DEEPER STUDY · 4 MIN READ

XXXX Island

XXXX Gold

A temporary destination makes a brand promise tangible and supplies a coherent setting for wider communication.

Original business brief not established in opened sources. Editorial reading: Make a leisure-and-friendship brand association experienceable. Choose activities that demonstrate the brand idea rather than merely display a logo.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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559
Air travel / 2014DEEPER STUDY · 5 MIN READ

Feels Like Home

Qantas

Customer journeys are framed around the human purpose of travel rather than the vehicle alone.

Original business brief not established in opened sources. Editorial reading: Connect air travel with the personal purpose of returning home. Ask what the customer is trying to do after the transaction is complete.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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560
Food / 2016DEEPER STUDY · 4 MIN READ

You Never Lamb Alone: Spring Diversity

Meat & Livestock Australia

A shared-meal platform connects product occasion, diverse representation and audience-specific distribution.

Original business brief not established in opened sources. Editorial reading: Associate the lamb meal occasion with cultural inclusion. Language, accessibility and participation conditions should support the creative invitation.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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561
Road safety / 2011DEEPER STUDY · 5 MIN READ

Legend / Ghost Chips

New Zealand Transport Agency

Humor makes a difficult peer intervention feel socially possible, addressing the gap between awareness and action.

Original business brief not established in opened sources. Editorial reading: Make speaking up about drink-driving feel socially achievable. People may understand the risk while still finding intervention embarrassing.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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562
Road safety / 2016DEEPER STUDY · 4 MIN READ

Hello

New Zealand Transport Agency

A recognizable habit trigger is interrupted by comic social awkwardness, making passenger agency visible.

Original business brief not established in opened sources. Editorial reading: Make the passenger’s role in resisting phone distraction visible. A specific trigger is easier to recognize than a broad warning.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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563
Tourism / 2020DEEPER STUDY · 5 MIN READ

PLAY NZ

Tourism New Zealand

A familiar gaming format translates destination features into a creator-led exploration without requiring a full game.

Original business brief not established in opened sources. Editorial reading: Present destination exploration in a familiar gaming format. Use the audience’s familiar storytelling conventions to organize useful information.

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 →Creative strategy
564
Alcohol / 2010DEEPER STUDY · 4 MIN READ

Teletransporter

Andes Beer

A physical prop turns an easily explained social premise into an experience and a shareable visual story.

Original business brief not established in opened sources. Editorial reading: Dramatize a bar-related social excuse through a physical installation. The object should explain the creative idea quickly to people outside the venue.

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 →Creative strategy
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