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 →

625
Food and beverage / 2011DEEPER STUDY · 4 MIN READ

Tayyari Jeet Ki: moving the story from victory to preparation

Cadbury Bournvita

Preparation and supportive relationships create a narrative before the moment of achievement.

Editorial reading of the challenge: Preparation and supportive relationships create a narrative before the moment of achievement. Choose a manageable practice step rather than only a victory scene.

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
626
Food and beverage / 2018DEEPER STUDY · 5 MIN READ

Fearless Kota: making support visible around exam pressure

Horlicks

The narrative shifts attention from individual performance to the support surrounding a demanding task.

Editorial reading of the challenge: The narrative shifts attention from individual performance to the support surrounding a demanding task. Let people choose whom they want involved.

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
627
Technology / 2020DEEPER STUDY · 4 MIN READ

Make Small Strong: giving customers several ways to help

Google India

A broad support message becomes a menu of familiar, concrete customer actions.

Editorial reading of the challenge: A broad support message becomes a menu of familiar, concrete customer actions. Include useful actions for people with different budgets and time.

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
628
Telecommunications / 2011DEEPER STUDY · 4 MIN READ

Touch Wood: forest xylophone

NTT DOCOMO

The advertised material becomes a musical demonstration before the handset reveal.

Editorial framing: A material difference can be difficult to communicate through a conventional handset advertisement. Choose an execution whose form depends on the product 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 →Materials
629
Telecommunications / 2014DEEPER STUDY · 4 MIN READ

3-Second Cooking: Shrimp Frying Cannon

NTT DOCOMO

An exaggerated cooking demonstration makes an abstract speed proposition visually understandable.

Editorial framing: Network speed is invisible until it changes an experience. Start with a task viewers understand before exaggerating it.

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 →Speed
630
Automotive / 2011DEEPER STUDY · 4 MIN READ

Connecting Lifelines

Honda

An operational road-use dataset becomes a time-based account of reconnection.

Editorial framing: A navigation service generates information that can matter beyond an individual journey. Let documented action precede the promotional story.

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 →Data storytelling
631
Technology / 2013DEEPER STUDY · 4 MIN READ

Hands on Search

Yahoo! Japan

Search output is translated into touchable models through a bounded accessibility prototype.

Editorial framing: Search usually returns information that a person reads, hears or watches. Identify the senses and devices a service takes for granted.

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
632
Beverages / 2021DEEPER STUDY · 4 MIN READ

Find Your Own Way

Pocari Sweat

A moving physical set translates emotional resistance and release into visible exertion.

Editorial framing: Physical effort can be communicated through the environment as well as through an athlete’s performance. Tie production choices to a consistent emotional idea.

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 →Physical craft
633
Personal care / 2018DEEPER STUDY · 4 MIN READ

The Party Bus

Shiseido

Theatrical makeup transformation parallels the revelation of romantic feelings.

Editorial framing: Makeup advertising can show a finished appearance or explore the social moment in which appearance matters. Make visual transformation serve the character’s emotional movement.

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 →Expression
634
Food / 2017DEEPER STUDY · 4 MIN READ

Hungry Days: the original anime platform

Nissin Cup Noodles

Recognisable anime characters are reinterpreted through a consistent youth theme.

Editorial framing: Familiar fictional characters can become a bridge between generations when an advertiser changes their setting rather than simply placing them beside a product. Retain an entry point while adding a meaningful new perspective.

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 →Licensed storytelling
635
Automotive / Date not verifiedDEEPER STUDY · 4 MIN READ

Japanese Hybrid: the piano-led films

Toyota Aqua

A piano arrangement translates an online-cultural reference into an atmospheric automotive identity.

Editorial framing: A car advertisement does not always need a spoken explanation to establish a mood. Preserve recognition while changing its emotional register.

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 →Music
636
Food / postal services / 2009DEEPER STUDY · 4 MIN READ

Kit Mail

KitKat and Japan Post

Packaging and postal distribution turn a culturally resonant snack into an easy encouragement gesture.

Editorial framing: A small gift can become more meaningful when its packaging makes the gesture easy to complete. Make the desired gesture practical, not merely appealing.

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 →Packaging
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