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 →

733
Property / 2016DEEPER STUDY · 5 MIN READ

The Unusual Football Field: useful space and an evidence gap

AP Thailand

Demonstrate a design capability through a constrained public space, while separating completed work from visualisation.

Editorial framing: Demonstrate a design capability through a constrained public space, while separating completed work from visualisation. Mark renderings and proposed sites visibly rather than allowing them to look completed.

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 →Demonstrate a design capability through a constrained public space, while separating completed work from visualisation.
734
Retail / 2016DEEPER STUDY · 5 MIN READ

The blue characters: a retail cue built for repetition

Điện Máy Xanh

Repeat a compact set of visual and sonic cues around a clear retail destination.

Editorial framing: Repeat a compact set of visual and sonic cues around a clear retail destination. Ask which store the character represents, not merely whether people recognise 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 →Repeat a compact set of visual and sonic cues around a clear retail destination.
735
Beverages / 2018DEEPER STUDY · 5 MIN READ

Chuyện cũ bỏ qua: a festive invitation to let small quarrels go

Mirinda / Suntory PepsiCo Vietnam

Attach a portable social invitation to a seasonal ritual and a memorable musical idea.

Editorial framing: Attach a portable social invitation to a seasonal ritual and a memorable musical idea. Use an ordinary festive inconvenience rather than a vague promise of happiness.

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 →Attach a portable social invitation to a seasonal ritual and a memorable musical idea.
736
Retail / 2018DEEPER STUDY · 5 MIN READ

Keren Lahir Batin: a Ramadan shopping story with an impossible chorus

Ramayana

Use a recurring comic chorus to refresh a familiar holiday shopping narrative.

Editorial framing: Use a recurring comic chorus to refresh a familiar holiday shopping narrative. Use one coherent device that can recur, rather than unrelated absurd images.

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 →Use a recurring comic chorus to refresh a familiar holiday shopping narrative.
737
Payments and public interest / 2019DEEPER STUDY · 5 MIN READ

Poetry POS: a receipt becomes a small encounter with a young writer

China UnionPay

Turn the ordinary output of a transaction into an immediate, meaningful piece of content.

Editorial framing: Turn the ordinary output of a transaction into an immediate, meaningful piece of content. Make clear what the device does and who receives any money.

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 →Turn the ordinary output of a transaction into an immediate, meaningful piece of content.
738
Digital services and environment / 2016DEEPER STUDY · 5 MIN READ

Ant Forest: everyday actions become visible progress

Alipay / Ant Financial

Connect small repeatable actions with visible progress and a clearly explained real-world commitment.

Editorial framing: Connect small repeatable actions with visible progress and a clearly explained real-world commitment. Describe what a point represents without implying an audited carbon saving.

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 →Connect small repeatable actions with visible progress and a clearly explained real-world commitment.
739
Public interest and technology / 2017DEEPER STUDY · 5 MIN READ

Little Kids’ Gallery: shareable art and the need for fundraising clarity

Tencent Gongyi / WABC

Give participation a shareable creative object while keeping creator rights and fund use visible.

Editorial framing: Give participation a shareable creative object while keeping creator rights and fund use visible. Include purpose and attribution wherever a digital image may be forwarded.

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 →Give participation a shareable creative object while keeping creator rights and fund use visible.
740
Consumer electronics / 2015DEEPER STUDY · 5 MIN READ

Reuniting with Cultural Heritage: a display becomes an exhibition medium

LG Electronics

Demonstrate a product capability through culturally meaningful content with clear reproduction labels.

Editorial framing: Demonstrate a product capability through culturally meaningful content with clear reproduction labels. Explain why resolution or detail matters to this particular viewing task.

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 →Demonstrate a product capability through culturally meaningful content with clear reproduction labels.
741
Food and beverages / 2017DEEPER STUDY · 5 MIN READ

My Straw: redesigning a familiar drinking ritual

Binggrae Banana Flavored Milk

Refresh a familiar product by redesigning one recognisable part of its usage ritual.

Editorial framing: Refresh a familiar product by redesigning one recognisable part of its usage ritual. Identify a real repeated behaviour before adding a novelty accessory.

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 →Refresh a familiar product by redesigning one recognisable part of its usage ritual.
742
Public interest / 2014DEEPER STUDY · 5 MIN READ

Andy: when a live result changes an anti-gambling story

National Council on Problem Gambling

Test whether a public-interest message remains true under every plausible live-event outcome.

Editorial framing: Test whether a public-interest message remains true under every plausible live-event outcome. Check the story against wins, losses and unexpected developments before launch.

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 →Test whether a public-interest message remains true under every plausible live-event outcome.
743
Financial services / 2018DEEPER STUDY · 5 MIN READ

The Best Gift for Your Child: a wedding speech reframes retirement

NTUC Income

Reframe a long-term personal decision through its possible effect on an important relationship.

Editorial framing: Reframe a long-term personal decision through its possible effect on an important relationship. Use a setting where looking backward and forward makes narrative sense.

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 →Reframe a long-term personal decision through its possible effect on an important relationship.
744
Travel and tourism / 2017DEEPER STUDY · 5 MIN READ

Old Town Central: turn a district into routes people can follow

Hong Kong Tourism Board

Convert a broad destination promise into themed routes and useful on-location information.

Editorial framing: Convert a broad destination promise into themed routes and useful on-location information. Give visitors a starting point, sequence and practical information, not just inspiration.

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 →Convert a broad destination promise into themed routes and useful on-location information.
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