THE CREATIVE FIELDBOOK / SNS MEDIA TECH
777 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →
The Independent
build a repeated verbal pattern whose interruption makes a brand’s position tangible.
Editorial reading of the challenge: how to build a repeated verbal pattern whose interruption makes a brand’s position tangible. The name should contribute to the argument.
M&M’s
develop product-shaped characters with distinct behaviours that generate a repeatable story system.
Editorial reading of the challenge: how to develop product-shaped characters with distinct behaviours that generate a repeatable story system. Personality creates usable situations.
KitKat
connect a recognisable consumption occasion with a physical product action through one simple verbal idea.
Editorial reading of the challenge: how to connect a recognisable consumption occasion with a physical product action through one simple verbal idea. Help customers remember when the offer fits.
KitKat / Android
use a credible shared convention to let two categories reinterpret each other through a clear partnership.
Editorial reading of the challenge: how to use a credible shared convention to let two categories reinterpret each other through a clear partnership. A naming convention can make a partnership coherent.
Twix
make an existing two-part product the basis of an explicitly fictional rivalry.
Editorial reading of the challenge: how to make an existing two-part product the basis of an explicitly fictional rivalry. Build the question around something customers can see.
Milky Way
make one verified product distinction understandable through a simple contrasting story.
Editorial reading of the challenge: how to make one verified product distinction understandable through a simple contrasting story. A shared task makes the contrast legible.
Tango
represent a sensory impression with a distinctive but safe visual metaphor.
Editorial reading of the challenge: how to represent a sensory impression with a distinctive but safe visual metaphor. Review what viewers could copy.
IRN-BRU
redirect a seasonal expectation through a product-driven comic reversal.
Editorial reading of the challenge: how to redirect a seasonal expectation through a product-driven comic reversal. The offer should change the story.
Orangina
expand a verified product characteristic into a coherent visual world.
Editorial reading of the challenge: how to expand a verified product characteristic into a coherent visual world. Visual invention needs a recognisable anchor.
Robinsons
use a relationship reveal to deepen a relevant everyday brand occasion.
Editorial reading of the challenge: how to use a relationship reveal to deepen a relevant everyday brand occasion. The ending should reinterpret earlier action.
Boddingtons
connect a physical product feature with premium presentation and an authentic regional voice.
Editorial reading of the challenge: how to connect a physical product feature with premium presentation and an authentic regional voice. Creaminess provided a product connection.
Foster’s
build a recognisable recurring format that can extend coherently into participation.
Editorial reading of the challenge: how to build a recognisable recurring format that can extend coherently into participation. Hosts, setting and problem structure create continuity.