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 →

565
Alcohol / 2011DEEPER STUDY · 4 MIN READ

Photoblocker

Norte Beer

An unexpected extra function makes an ordinary branded object a conversation piece around an audience concern.

Original business brief not established in opened sources. Editorial reading: Address anxiety about night-out photographs through a campaign prop. Useful insights often arise from the setting in which a product is used.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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566
Alcohol and transport activation / 2013DEEPER STUDY · 4 MIN READ

The Beer Turnstile

Antarctica

A physical package-to-fare exchange makes a transport incentive immediately understandable at an event.

Original business brief not established in opened sources. Editorial reading: Connect a beer occasion to access to public transport. A single visible action can explain an offer better than a long campaign statement.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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567
Home improvement / 2013DEEPER STUDY · 5 MIN READ

The Perfect Daughter

Promart Homecenter

A practical home alteration becomes emotionally meaningful when the audience understands the individual need it serves.

Original business brief not established in opened sources. Editorial reading: Show the human meaning of a practical home alteration. A concrete improvement can carry more meaning than a broad promise of happiness.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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568
Telecommunications and online safety / 2017DEEPER STUDY · 5 MIN READ

Love Story

Movistar

A narrative reversal exposes the audience’s assumptions about online identity and creates an opening for safety education.

Original business brief not established in opened sources. Editorial reading: Challenge assumptions about identity in online relationships. The reveal should lead to a specific understanding rather than undirected fear.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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569
Banking and literacy support / 2010DEEPER STUDY · 5 MIN READ

Ler Faz Crescer / Read to a Child

Itaú

A tangible resource and simple guidance support the behavior promoted by the campaign.

Original business brief not established in opened sources. Editorial reading: Support adults in reading to children through books and guidance. A message becomes more actionable when the practical obstacle is addressed.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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570
News media / 2009DEEPER STUDY · 5 MIN READ

Trillion Dollar Campaign

The Zimbabwean

The advertising material itself becomes evidence of the condition the publication needs to explain.

Original business brief not established in opened sources. Editorial reading: Make economic conditions and barriers affecting a newspaper materially visible. An authentic object can demonstrate a claim rather than merely symbolize it.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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571
Banking / 2011DEEPER STUDY · 4 MIN READ

Steve

First National Bank

A recurring fictional sales call turns product arguments into a recognizable question-and-answer drama.

Original business brief not established in opened sources. Editorial reading: Explain product arguments through a recurring fictional conversation. A conversational format works best when the audience recognizes the decision being discussed.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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572
Insurance / 2015DEEPER STUDY · 5 MIN READ

The Notebook

Dialdirect

A tangible record of small acts makes the abstract value of saved time emotionally understandable.

Original business brief not established in opened sources. Editorial reading: Make the value of saved time emotionally concrete. Show what a service improvement means in an ordinary day.

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
573
Investment services / 2008DEEPER STUDY · 5 MIN READ

Beautiful

Allan Gray

A human relationship translates an abstract philosophy of patient attention into a narrative about overlooked qualities.

Original business brief not established in opened sources. Editorial reading: Express patient attention through a metaphor about overlooked qualities. A philosophy becomes clearer when the story shows a difference in how someone acts.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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574
Food and charitable fundraising / 2009DEEPER STUDY · 5 MIN READ

Add Hope

KFC South Africa

An optional donation is embedded in an existing transaction and connected to nonprofit delivery partners.

Original business brief not established in opened sources. Editorial reading: Make voluntary participation in charitable fundraising convenient. Checkout convenience should not become social pressure.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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575
Telecommunications / 2016DEEPER STUDY · 4 MIN READ

BLAZE

Safaricom

A segment-specific brand promise of agency is supported by tangible choices within the service.

Original business brief not established in opened sources. Editorial reading: Connect youth-oriented positioning with tangible service choices. A promise of control is stronger when users can make a meaningful choice.

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
576
Food / 2018DEEPER STUDY · 5 MIN READ

Big John

Chicken Licken

Role reversal creates surprise, while the regulatory response exposes the limits of relying on intended meaning alone.

Original business brief not established in opened sources. Editorial reading: Use a reversed historical adventure as a brand story, with documented regulatory consequences. A creator’s intention is only one part of how a message functions.

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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