THE CREATIVE FIELDBOOK / SNS MEDIA TECH
777 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →
De’Longhi
make an appliance the meaningful completion of a recognisable preparation ritual.
Editorial reading of the challenge: how to make an appliance the meaningful completion of a recognisable preparation ritual. Inputs and use make the product role clear.
Lavazza
create a recurring useful format that gives original cultural work a coherent brand home.
Editorial reading of the challenge: how to create a recurring useful format that gives original cultural work a coherent brand home. A retained format supports repeated encounters.
Philips
use a relevant real setting to clarify a product’s purpose without overstating demonstration evidence.
Editorial reading of the challenge: how to use a relevant real setting to clarify a product’s purpose without overstating demonstration evidence. Context should make the product question clear.
BT
reframe an existing service occasion around a relevant human benefit without hiding costs.
Editorial reading of the challenge: how to reframe an existing service occasion around a relevant human benefit without hiding costs. Longer use may mean greater customer cost.
Orange
make a technical service approachable through a coherent identity and a clear human-centred promise.
Editorial reading of the challenge: how to make a technical service approachable through a coherent identity and a clear human-centred promise. Name, colour and message should reinforce one another.
British Gas
make an announcement easy to relay while preserving the conditions needed for an informed response.
Editorial reading of the challenge: how to make an announcement easy to relay while preserving the conditions needed for an informed response. A memorable line cannot establish suitability.
Duracell
make an invisible performance attribute visible through a transparent and relevant demonstration.
Editorial reading of the challenge: how to make an invisible performance attribute visible through a transparent and relevant demonstration. Device and battery differences affect outcomes.
HSBC
explain a broad service capability through a respectful, specific example of contextual knowledge.
Editorial reading of the challenge: how to explain a broad service capability through a respectful, specific example of contextual knowledge. Later agencies are not automatically launch creators.
Maytag
make reliability visible through the absence of a familiar problem without implying perfection.
Editorial reading of the challenge: how to make reliability visible through the absence of a familiar problem without implying perfection. A metaphor must not imply zero failures.
Motel 6
turn a concrete service reassurance into a consistent, rights-cleared audio identity.
Editorial reading of the challenge: how to turn a concrete service reassurance into a consistent, rights-cleared audio identity. Warmth should fit the actual experience.
Holiday Inn Express
dramatise the feeling of a sensible choice through clearly fictional, low-risk exaggeration.
Editorial reading of the challenge: how to dramatise the feeling of a sensible choice through clearly fictional, low-risk exaggeration. A stay cannot create professional competence.
Aflac
solve a specific name-recognition problem with an original sound-image mnemonic.
Editorial reading of the challenge: how to solve a specific name-recognition problem with an original sound-image mnemonic. A mascot should have a clear communication job.