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 →

673
Organ-donation awareness / 2015DEEPER STUDY · 5 MIN READ

The Man and the Dog

FATH

A familiar bond creates an emotional bridge to an otherwise unknown recipient, using a clearly fictional reveal.

Original brief not established in these sources. Editorial reading: A familiar bond creates an emotional bridge to an otherwise unknown recipient, using a clearly fictional reveal. A reveal has meaning when the audience understands what precedes 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 →Creative strategy
674
Alcohol and environmental activation / 2021DEEPER STUDY · 5 MIN READ

Plastic Fishing Tournament

Corona

A familiar competition format redirects local skills toward compensated waste collection, making the action visible.

Original brief not established in these sources. Editorial reading: A familiar competition format redirects local skills toward compensated waste collection, making the action visible. Collection is only one stage of responsible processing.

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
675
Alcohol and abuse-awareness communication / 2016DEEPER STUDY · 5 MIN READ

A Mexico Without Violence Against Women

Tecate

A brand uses a dramatized refusal to challenge behavior within its own audience, creating a test of organizational credibility.

Original brief not established in these sources. Editorial reading: A brand uses a dramatized refusal to challenge behavior within its own audience, creating a test of organizational credibility. A value statement needs consistent practices behind 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 →Creative strategy
676
Public-sector historical communication / 2010DEEPER STUDY · 5 MIN READ

Christmas Operations

Colombian Ministry of Defence

Historical analysis: familiar seasonal symbols acquired a different meaning through their placement within a state demobilization campaign.

Original brief not established in these sources. Editorial reading: Historical analysis: familiar seasonal symbols acquired a different meaning through their placement within a state demobilization campaign. Consequential communication should not be described as context-free creativity.

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
677
Fire safety / 2017DEEPER STUDY · 5 MIN READ

Escape My House

New Zealand Fire Service

An emergency simulation leads directly into a practical planning tool rather than ending with fear alone.

Original brief not established in these sources. Editorial reading: An emergency simulation leads directly into a practical planning tool rather than ending with fear alone. Attention should lead to a clear and useful next action.

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
678
Food / Date not verifiedDEEPER STUDY · 5 MIN READ

Martians

Smash

make an overlooked inconvenience visible through an original outsider perspective.

Editorial reading of the challenge: how to make an overlooked inconvenience visible through an original outsider perspective. Critique an unnecessary step rather than the customer.

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 →Outsider perspective
679
Food / 1973DEEPER STUDY · 5 MIN READ

Boy on the Bike

Hovis

express continuity through one complete everyday task with a natural product role.

Editorial reading of the challenge: how to express continuity through one complete everyday task with a natural product role. Effort and resolution give the film shape.

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 →Nostalgia
680
Tea / 1973DEEPER STUDY · 5 MIN READ

Tea Folk

Tetley

use a recurring ensemble to make everyday product communication recognisable and understandable.

Editorial reading of the challenge: how to use a recurring ensemble to make everyday product communication recognisable and understandable. Relationships should help explain the offer.

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 →Brand characters
681
Coffee / 1987DEEPER STUDY · 5 MIN READ

Gold Blend Couple

Nescafé Gold Blend

create product-relevant continuity through a serial story that remains clear episode by episode.

Editorial reading of the challenge: how to create product-relevant continuity through a serial story that remains clear episode by episode. The offer should enable recurring interaction.

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 →Serial storytelling
682
Confectionery / 1968DEEPER STUDY · 5 MIN READ

Milk Tray Man

Cadbury Milk Tray

express care through a product-relevant delivery story that respects the recipient’s wishes.

Editorial reading of the challenge: how to express care through a product-relevant delivery story that respects the recipient’s wishes. Effort matters when the gesture is welcome.

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 →Gift symbolism
683
Confectionery / Date not verifiedDEEPER STUDY · 5 MIN READ

Ambassador’s Reception

Ferrero Rocher

make a product’s hosting occasion visible through a distinctive serving ritual.

Editorial reading of the challenge: how to make a product’s hosting occasion visible through a distinctive serving ritual. Recognition and prestige are different outcomes.

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 →Occasion marketing
684
Coffee / 2006DEEPER STUDY · 5 MIN READ

What Else? The Clooney Platform

Nespresso

use a playful reversal of attention to make the product central within an ambassador story.

Editorial reading of the challenge: how to use a playful reversal of attention to make the product central within an ambassador story. A comic problem can be stronger than praise.

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 →Celebrity role
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