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 →

661
Home improvement / 2016DEEPER STUDY · 5 MIN READ

Resting House Billboard / Resting Shelters

Sodimac Homecenter

Advertising space becomes a practical demonstration of the retailer’s promise of comfort.

Original brief not established in these sources. Editorial reading: Advertising space becomes a practical demonstration of the retailer’s promise of comfort. The service should be useful in its actual setting.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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662
Public health awareness / 2013DEEPER STUDY · 5 MIN READ

Bentley Burial

Brazilian Association of Organ Transplantation

A conspicuous comparison redirects attention from material value to a public-health subject, with significant trust risks in the staged reveal.

Original brief not established in these sources. Editorial reading: A conspicuous comparison redirects attention from material value to a public-health subject, with significant trust risks in the staged reveal. The analogy should open understanding rather than replace factual guidance.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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663
Home appliances / Date not verifiedDEEPER STUDY · 5 MIN READ

Big Noses

BGH

A visible eligibility rule turns a discount into a demonstrable retail event, while raising fairness and dignity questions.

Original brief not established in these sources. Editorial reading: A visible eligibility rule turns a discount into a demonstrable retail event, while raising fairness and dignity questions. A distinctive condition can create a story around an otherwise ordinary offer.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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664
Telecommunications / 2016DEEPER STUDY · 5 MIN READ

My Night Shift

MTN

A musical relay gives a communications service a clear role in connecting separated people.

Original brief not established in these sources. Editorial reading: A musical relay gives a communications service a clear role in connecting separated people. Show why the connection matters rather than list features alone.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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665
Domestic-abuse awareness / 2015DEEPER STUDY · 5 MIN READ

The Dress

The Salvation Army South Africa

A familiar visual debate is reframed to direct attention toward abuse recognition and support.

Original brief not established in these sources. Editorial reading: A familiar visual debate is reframed to direct attention toward abuse recognition and support. A serious message needs a clear and current support route.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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666
Alcohol and abuse-awareness communication / 2018DEEPER STUDY · 5 MIN READ

Soccer Song for Change / NoExcuse

Carling Black Label

A change within a familiar football ritual directs attention to an anti-abuse message in a relevant social setting.

Original brief not established in these sources. Editorial reading: A change within a familiar football ritual directs attention to an anti-abuse message in a relevant social setting. The context should explain why the audience needs the message.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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667
Alcohol / 2014DEEPER STUDY · 5 MIN READ

The Hipster Hijacking

Garagista

A fictional exaggeration of category rituals gives a small beer brand a distinctive comic voice.

Original brief not established in these sources. Editorial reading: A fictional exaggeration of category rituals gives a small beer brand a distinctive comic voice. The joke should arise from something the audience understands about the 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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668
Health charity awareness / Date not verifiedDEEPER STUDY · 5 MIN READ

Selinah

Topsy Foundation

A documented sequence makes change visible and challenges a fatalistic narrative, while requiring strong consent and medical context.

Original brief not established in these sources. Editorial reading: A documented sequence makes change visible and challenges a fatalistic narrative, while requiring strong consent and medical context. Repeated observations can reveal a process that one image cannot.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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669
Banking and community infrastructure / 2006DEEPER STUDY · 5 MIN READ

Power to the People: Solar Billboard

Nedbank

An advertising structure supplies a practical service that makes the brand promise observable.

Original brief not established in these sources. Editorial reading: An advertising structure supplies a practical service that makes the brand promise observable. A communication asset can do more than carry a message when the use is relevant.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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670
Telecommunications and sports sponsorship / 2009DEEPER STUDY · 5 MIN READ

Player 23

Vodacom

A recurring fictional supporter gives sponsorship a recognizable audience-centered identity.

Original brief not established in these sources. Editorial reading: A recurring fictional supporter gives sponsorship a recognizable audience-centered identity. A sport’s meaning extends beyond professional players.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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671
Baby care / 2015DEEPER STUDY · 5 MIN READ

Meeting Murilo

Huggies

Information normally presented visually is translated into a tactile experience, creating a concrete accessibility story.

Original brief not established in these sources. Editorial reading: Information normally presented visually is translated into a tactile experience, creating a concrete accessibility story. Ask what information becomes available through the alternative format.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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672
Alcohol and sports sponsorship / 2011DEEPER STUDY · 5 MIN READ

We Believe: The White Can

Steinlager

A revived packaging asset becomes a tangible link between shared sporting memory and current anticipation.

Original brief not established in these sources. Editorial reading: A revived packaging asset becomes a tangible link between shared sporting memory and current anticipation. Historical designs need a verifiable connection to the brand.

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 →Creative strategy
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