THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

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

613
Accessories / 2014DEEPER STUDY · 4 MIN READ

Sorry for What: an unapologetic outdoor attitude

Fastrack

A compact rhetorical reply lets product imagery carry an attitude in outdoor media.

Editorial reading of the challenge: A compact rhetorical reply lets product imagery carry an attitude in outdoor media. Focus on harmless personal choices rather than blanket irresponsibility.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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614
Sportswear / 2012DEEPER STUDY · 4 MIN READ

Parallel Journeys: connecting practice across playing fields

Nike India

Matched preparation scenes connect ordinary participation with elite aspiration.

Editorial reading of the challenge: Matched preparation scenes connect ordinary participation with elite aspiration. Build the edit around an observable practice rather than celebrity proximity.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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615
Sportswear / 2016DEEPER STUDY · 4 MIN READ

Odds: changing the pair instead of the customer

adidas India

Changing a standard product bundle makes an inclusion promise tangible at purchase.

Editorial reading of the challenge: Changing a standard product bundle makes an inclusion promise tangible at purchase. Look for customers who cannot use the standard bundle.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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616
Sportswear / 2016DEEPER STUDY · 4 MIN READ

Fit to Fight: extending an ambassador story into recognition

Reebok India

A celebrity-led invitation becomes a broader recognition programme with additional voices.

Editorial reading of the challenge: A celebrity-led invitation becomes a broader recognition programme with additional voices. Publish criteria before asking people to submit stories.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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617
Sportswear / 2019DEEPER STUDY · 4 MIN READ

Propah Lady: reclaiming the rules of being proper

Puma India

A familiar judgement is reclaimed as a participant-defined expression of individuality.

Editorial reading of the challenge: A familiar judgement is reclaimed as a participant-defined expression of individuality. Invite personal meanings rather than enforcing a single approved story.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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618
Electrical goods / Date not verifiedDEEPER STUDY · 5 MIN READ

Tongs: making a technical promise feel personal

Havells

A caring action gives an otherwise technical product property a human context.

Editorial reading of the challenge: A caring action gives an otherwise technical product property a human context. Make the item matter to the story rather than attaching it at the end.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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619
Electrical goods / 2013DEEPER STUDY · 4 MIN READ

Hawa Badlegi: a fan brand and a change in expectations

Havells

A category-related double meaning links physical air movement with changing expectations.

Editorial reading of the challenge: A category-related double meaning links physical air movement with changing expectations. Use a connection that belongs naturally to the product category.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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620
Confectionery / 2007DEEPER STUDY · 5 MIN READ

Zubaan Pe Rakhe Lagaam: turning chewing into a comic rule

Center Fresh

A real product action becomes an exaggerated rule that can generate multiple comic plots.

Editorial reading of the challenge: A real product action becomes an exaggerated rule that can generate multiple comic plots. State the product-linked joke in one sentence before writing scenes.

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 →Narrative design
621
Confectionery / 2007DEEPER STUDY · 4 MIN READ

Kajol and the crocodile: an impossible follower for a familiar craving

Alpenliebe

A tiny product-triggered event escalates into an impossible recurring companion.

Editorial reading of the challenge: A tiny product-triggered event escalates into an impossible recurring companion. Ensure viewers connect the absurd consequence to the product.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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622
Confectionery / 2017DEEPER STUDY · 4 MIN READ

Pran Jaaye Par Pulse Na Jaaye: dramatising the hidden stash

Pulse

An exaggerated protection ritual makes a product’s desirability observable through behaviour.

Editorial reading of the challenge: An exaggerated protection ritual makes a product’s desirability observable through behaviour. Do not credit a later campaign with earlier product growth.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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623
Food / Date not verifiedDEEPER STUDY · 5 MIN READ

The bunny: a character, a crunch and a recognisable ending

Lijjat Papad

A coordinated character and sound create repeatable brand-recognition cues.

Editorial reading of the challenge: A coordinated character and sound create repeatable brand-recognition cues. Make visual and audio cues reinforce one another.

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 →Narrative design
624
Oral care / 2020DEEPER STUDY · 5 MIN READ

The 2020 jingle revival: changing the arrangement, keeping the cue

Vicco Vajradanti

A familiar sound is retained while casting and presentation are refreshed for a new audience.

Editorial reading of the challenge: A familiar sound is retained while casting and presentation are refreshed for a new audience. Find out which assets customers actually recognise before redesigning.

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 →Narrative design
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