THE CREATIVE FIELDBOOK / SNS MEDIA TECH
777 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →
Carling Black Label
combine two recognisable story frames in a clear, category-appropriate comic reversal.
Editorial reading of the challenge: how to combine two recognisable story frames in a clear, category-appropriate comic reversal. The audience should understand both frames.
Holsten Pils
introduce an ordinary product conversation into a contrasting fictional dramatic register.
Editorial reading of the challenge: how to introduce an ordinary product conversation into a contrasting fictional dramatic register. A visitor can change the logic of a scene.
Population Services International
A recurring fictional character gives people a less personal entry into a difficult discussion.
Editorial reading of the challenge: A recurring fictional character gives people a less personal entry into a difficult discussion. Ask what action readers think the character should take, not only what they remember.
The Times of India
A media audience is offered a defined route from concern to organised participation.
Editorial reading of the challenge: A media audience is offered a defined route from concern to organised participation. Agree partner capacity before recruiting volunteers.
The Times of India
An abstract leadership message becomes a visible first step that others can join.
Editorial reading of the challenge: An abstract leadership message becomes a visible first step that others can join. Show a concrete, authorised first step instead of a generic call to care.
Airtel
A functional service is framed as permission to do something personally meaningful.
Editorial reading of the challenge: A functional service is framed as permission to do something personally meaningful. Start with what customers can do, not a technical feature list.
Airtel
A narrative reveal connects product use with social roles that audiences may interpret differently.
Editorial reading of the challenge: A narrative reveal connects product use with social roles that audiences may interpret differently. Check who performs work and receives credit in each scene.
Vodafone India
Recurring characters turn separate data uses into a continuing human story.
Editorial reading of the challenge: Recurring characters turn separate data uses into a continuing human story. Start each episode with what the characters want to do.
Raymond
A style brand broadens aspiration from outward status to considerate behaviour.
Editorial reading of the challenge: A style brand broadens aspiration from outward status to considerate behaviour. Use a small observable act instead of describing a person as caring.
Mohey
A small change to familiar language concentrates a larger proposal about respect.
Editorial reading of the challenge: A small change to familiar language concentrates a larger proposal about respect. Connect the message to the customer’s actual service experience.
Titan Raga
Withholding one identity cue lets a later reveal expose an unsupported assumption.
Editorial reading of the challenge: Withholding one identity cue lets a later reveal expose an unsupported assumption. Do not misstate facts merely to manufacture a twist.
Titan Raga
The story changes the judgement attached to a visible feature rather than promising to remove it.
Editorial reading of the challenge: The story changes the judgement attached to a visible feature rather than promising to remove it. Identify which visual convention the campaign is challenging.