THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

297 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →

49
Furniture and accessibility / 20195 MIN READ

ThisAbles

IKEA Israel

Extend a product’s usefulness before telling more people that the brand is for them.

Everyday furniture features could make use difficult for people with disabilities, undermining a promise of accessible design. An add-on can reduce the financial and practical burden of replacing a product. That makes inclusion a product-development question rather than merely a representation question.

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 →Accessibility
50
Tourism and conservation / 20175 MIN READ

Palau Pledge

Palau Legacy Project and Republic of Palau

Put the promise where the behavior begins, and make the responsibility personal.

Palau sought to reduce the environmental and cultural harm associated with tourism. Arrival is a moment when visitors are still learning local expectations. A request made at that transition can be more useful than a generic message viewed months earlier, provided it is supported during the stay.

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 →Conservation
51
Environmental advocacy and media / 20175 MIN READ

Trash Isles

LADbible and Plastic Oceans

Give a distant problem a recognizable identity and a participation role.

Ocean plastic was distant from much of the intended audience’s everyday experience. Becoming a symbolic citizen gives a person a memorable way to express support. The role can help people explain their involvement to others, although a clever participation label must not hide how little the action itself 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 →Ocean plastic
52
Menstrual care / 20175 MIN READ

Bloodnormal

Libresse / Bodyform / Essity

A category can look radical simply by representing ordinary reality accurately.

Essity wanted to challenge shame and silence around menstruation in a category that routinely used blue liquid in product demonstrations. When every competitor uses an unrealistic convention, changing that convention can produce immediate distinction. The value comes from a truthful improvement in representation, not from novelty detached from the product.

50M+
social impressions2017 reporting period · Campaign exposure, not unique reach or attitude changeBrand annual-report figure · Source →
Read study, data & creative direction →Menstruation
53
Intimate care / 20185 MIN READ

Viva La Vulva

Libresse / Bodyform / Essity

A confident celebration can offer a new category position without manufacturing insecurity.

Libresse was expanding into intimate care and wanted an alternative to category messages that reinforced anxiety about bodies. A category often defines a problem before selling relief. This work suggests a different route: reduce unnecessary anxiety while still explaining the product’s place. The distinction matters when fear-based messaging is part of the competitive norm.

5M+
reported organic online viewsInitial launch response; exact window unspecified · Long-form campaign filmCampaign-team claim reported by award organization · Source →
Read study, data & creative direction →Body confidence
54
Menstrual and intimate care / 20205 MIN READ

#WombStories

Bodyform / Libresse / Essity

Give complicated experiences a visual language instead of forcing them into one customer story.

The campaign challenged a simplified life narrative around periods, fertility and menopause. A single idealized customer journey can exclude people whose lives differ. Showing multiple trajectories lets the brand acknowledge complexity without pretending every viewer has the same need or aspiration.

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 →Lived experience
55
Health technology and product innovation / Date not verified5 MIN READ

SICK BEATS

Woojer and Claire’s Place Foundation

A prototype can change the experience of a difficult routine, but evidence must keep pace with the story.

The project explored how to make airway-clearance treatment for young people with cystic fibrosis more tolerable. A reminder to comply with an unpleasant routine may have limited value. Improving the routine itself can be a more meaningful intervention. In health, that possibility remains a hypothesis until safety and effectiveness are established.

20
proof-of-concept experience participantsAs described in the 2021 award entry · Experience trial, not established clinical efficacyCampaign-entry reported · Source →
Read study, data & creative direction →Health technology
56
Nonprofit and gun-violence advocacy / 20215 MIN READ

The Lost Class

Change the Ref

Make absence visible through the structure of a familiar public ritual.

Change the Ref sought attention for students whose lives had been lost to gun violence. Graduation ordinarily marks possibility and continuation. Empty places inside that ritual make loss understandable as interrupted futures rather than as an abstract count.

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 →Loss
57
Retail and health awareness / 20205 MIN READ

The Bread Exam

Spinneys and Lebanese Breast Cancer Foundation

A familiar skill can provide a respectful entry point to a difficult conversation.

The campaign addressed barriers to open discussion of breast health among its intended Lebanese audience. A new subject is easier to approach when the audience recognizes the setting and gestures. The strategic opportunity is to start with a shared skill, not to assume every audience member shares one culture or comfort level.

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 →Health awareness
58
Sports retail and community access / 20215 MIN READ

The Breakaway

Decathlon

Demonstrate access to sport by removing a real barrier for a specific group.

The project explored access to sport and connection with the wider community for people in prison. Saying sport is for everyone is easy until the word everyone includes people an audience may overlook. A narrow, real intervention can make the promise more credible than a broad statement of inclusion.

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 →Sport
59
Financial services and inclusion / 20195 MIN READ

True Name

Mastercard

A small product rule can carry more meaning than a large celebration campaign.

For some transgender and nonbinary customers, a card displaying a name that did not reflect their identity created distress or friction. A payment card is a frequent touchpoint, so a design rule can affect many ordinary interactions. The strategic strength lies in identifying a specific source of friction rather than making a general statement of support.

2B+
reported impressionsFirst three weeks of campaign · Exposure across launch activity, not unique reach or card adoptionAgency-reported · Source →
Read study, data & creative direction →Identity
60
Automotive safety / 20195 MIN READ

The E.V.A. Initiative

Volvo Cars

Open useful expertise to others and make that sharing the proof of a brand belief.

Volvo wanted to make safety knowledge more accessible and highlight the need to protect people beyond an average crash-test profile. A large research archive may prove effort, but a resource others can apply proves generosity and practical expertise. Communication becomes stronger when the audience can inspect or use the underlying work.

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 →Safety
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