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 →

577
Beverages / 2014DEEPER STUDY · 5 MIN READ

A Rainbow for the Rainbow Nation

Coca-Cola

A widely understood cultural metaphor becomes a physical public experience that is easy to notice and photograph.

Original business brief not established in opened sources. Editorial reading: Make a national commemorative metaphor physically visible. The installation should connect to an occasion the audience already understands.

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
578
Technology / 1991DEEPER STUDY · 5 MIN READ

Intel Inside

Intel

make a hidden component identifiable to end users through a consistent partner-visible identity.

Editorial reading of the challenge: how to make a hidden component identifiable to end users through a consistent partner-visible identity. Explain what the ingredient actually changes.

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 →Ingredient branding
579
Technology / 2019DEEPER STUDY · 5 MIN READ

The Underdogs: original workplace film

Apple

organise multiple product capabilities around one recognisable collaborative task.

Editorial reading of the challenge: how to organise multiple product capabilities around one recognisable collaborative task. Features need a reason to appear.

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 →Workflow
580
Gaming / 2002DEEPER STUDY · 5 MIN READ

Champagne: Life Is Short

Xbox

compress time into a dramatic metaphor while recognising the audience and regulatory risks of shock.

Editorial reading of the challenge: how to compress time into a dramatic metaphor while recognising the audience and regulatory risks of shock. Recall through distress is not positive persuasion.

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 →Time compression
581
Gaming / 2011DEEPER STUDY · 5 MIN READ

Michael: Long Live Play

PlayStation

reverse the hero-fan relationship to recognise the customer’s real contribution to an interactive experience.

Editorial reading of the challenge: how to reverse the hero-fan relationship to recognise the customer’s real contribution to an interactive experience. Explain what the customer contributes.

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 →Recognition
582
Gaming / 2006DEEPER STUDY · 5 MIN READ

Wii Would Like to Play

Nintendo

make a new interaction approachable by showing a friendly invitation and a recognisable first-use situation.

Editorial reading of the challenge: how to make a new interaction approachable by showing a friendly invitation and a recognisable first-use situation. Entry into the experience is part of the proposition.

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 →Invitation
583
Gaming / 1989DEEPER STUDY · 5 MIN READ

Genesis Does What Nintendon’t

Sega

use a familiar rival as a reference point for a specific, memorable challenger proposition.

Editorial reading of the challenge: how to use a familiar rival as a reference point for a specific, memorable challenger proposition. Wordplay cannot replace product evidence.

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 →Challenger positioning
584
Entertainment media / 2007DEEPER STUDY · 5 MIN READ

Voyeur

HBO

demonstrate storytelling capability through a spatial narrative that invites selective attention.

Editorial reading of the challenge: how to demonstrate storytelling capability through a spatial narrative that invites selective attention. An experience can embody a creative proposition.

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 →Spatial narrative
585
Public-service media / 1997DEEPER STUDY · 5 MIN READ

Perfect Day

BBC

demonstrate a broad cultural offering through distinct contributions held together by one shared creative form.

Editorial reading of the challenge: how to demonstrate a broad cultural offering through distinct contributions held together by one shared creative form. Unity should not erase meaningful difference.

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 →Portfolio unity
586
News media / 1986DEEPER STUDY · 5 MIN READ

Points of View / Skinhead

The Guardian

let additional context change the audience’s interpretation of the same event.

Editorial reading of the challenge: how to let additional context change the audience’s interpretation of the same event. A reversal should be earned by 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 →Context
587
News media / 1988DEEPER STUDY · 5 MIN READ

White Out of Red

The Economist

use a consistent visual system and interpretive copy to sample the thinking a publication offers.

Editorial reading of the challenge: how to use a consistent visual system and interpretive copy to sample the thinking a publication offers. Stable design can support fresh observations.

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 →Copywriting
588
News media / 1982DEEPER STUDY · 5 MIN READ

No FT, No Comment

Financial Times

make an information product’s usefulness visible by showing a specific gap it helps fill.

Editorial reading of the challenge: how to make an information product’s usefulness visible by showing a specific gap it helps fill. Absence should point to a real need.

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 →Information value
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