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 →

745
Transport / 2011DEEPER STUDY · 5 MIN READ

The Kyushu Wave: people become the view from the train

JR Kyushu

Use one simple participatory instruction to reveal the people connected by a service.

Editorial framing: Use one simple participatory instruction to reveal the people connected by a service. Choose a gesture people can understand without extensive rehearsal.

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 one simple participatory instruction to reveal the people connected by a service.
746
Food and beverages / 2016DEEPER STUDY · 5 MIN READ

The Price Increase: make an unpopular change explicit

Akagi Nyugyo / Gari Gari Kun

Make an unpopular commercial change explicit and give the explanation a recognisable human presence.

Editorial framing: Make an unpopular commercial change explicit and give the explanation a recognisable human presence. Show old price, new price and effective date without hiding material conditions.

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 →Make an unpopular commercial change explicit and give the explanation a recognisable human presence.
747
Technology / 2011DEEPER STUDY · 5 MIN READ

Hatsune Miku: show the creators behind a digital phenomenon

Google Chrome

Show a tool through the diverse creators and outputs it helps connect.

Editorial framing: Show a tool through the diverse creators and outputs it helps connect. Make individual contributions visible rather than presenting a community as brand-owned material.

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 →Show a tool through the diverse creators and outputs it helps connect.
748
Home and building products / 2011DEEPER STUDY · 5 MIN READ

Toilet Bike Neo: a memorable object with a misleading inference

TOTO

Use an unexpected object combination to attract attention, then test the factual inferences it creates.

Editorial framing: Use an unexpected object combination to attract attention, then test the factual inferences it creates. Ask viewers how they think the object works before giving them a caption.

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 an unexpected object combination to attract attention, then test the factual inferences it creates.
749
Public interest / 2015DEEPER STUDY · 5 MIN READ

The Message from the Lungs: make an invisible harm visible

Thai Health Promotion Foundation

Make an invisible consequence tangible while keeping ethics, scientific limits and support visible.

Editorial framing: Make an invisible consequence tangible while keeping ethics, scientific limits and support visible. Do not present a memorable object as proof of behaviour change.

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 →Make an invisible consequence tangible while keeping ethics, scientific limits and support visible.
750
Food and beverages / 2012DEEPER STUDY · 5 MIN READ

Let’s Share 11.11: a calendar cue becomes a participation deadline

Pocky / Ezaki Glico

Connect an existing calendar cue with a clear collective task and deadline.

Editorial framing: Connect an existing calendar cue with a clear collective task and deadline. Choose an occasion that relates naturally to the product or community.

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 an existing calendar cue with a clear collective task and deadline.
751
Food and beverages / 2021DEEPER STUDY · 5 MIN READ

Midnight Train: an exam-support platform gives mixed experiences a place

Calorie Mate / Otsuka

Acknowledge mixed experiences to make encouragement feel specific rather than triumphalist.

Editorial framing: Acknowledge mixed experiences to make encouragement feel specific rather than triumphalist. Allow the story to contain disappointment without forcing a victory ending.

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 →Acknowledge mixed experiences to make encouragement feel specific rather than triumphalist.
752
Financial services and public interest / 2019DEEPER STUDY · 5 MIN READ

The Unlimited: connect an inclusion message to a practical employer pathway

UOB

Attach a public commitment to a practical next step and qualified implementation partners.

Editorial framing: Attach a public commitment to a practical next step and qualified implementation partners. Ensure interested organisations can obtain useful guidance after responding.

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 public commitment to a practical next step and qualified implementation partners.
753
Food service / Date not verifiedDEEPER STUDY · 5 MIN READ

Braille Burgers

Wimpy

A tactile product demonstration makes an existing accessibility service concrete.

Original brief not established in these sources. Editorial reading: A tactile product demonstration makes an existing accessibility service concrete. The campaign object should point to a benefit people can actually use.

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
754
Animal welfare / 2012DEEPER STUDY · 5 MIN READ

Driving Dogs

SPCA Auckland / MINI

An extraordinary controlled demonstration challenges a familiar misconception.

Original brief not established in these sources. Editorial reading: An extraordinary controlled demonstration challenges a familiar misconception. Identify the specific assumption the demonstration is meant to change.

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
755
Pet care / 2017DEEPER STUDY · 5 MIN READ

Child Replacement Programme

Pedigree

A life-stage framing connects an adoption invitation to a recognisable household transition.

Original brief not established in these sources. Editorial reading: A life-stage framing connects an adoption invitation to a recognisable household transition. Find an existing moment when the offer becomes relevant.

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
756
Financial services / Date not verifiedDEEPER STUDY · 5 MIN READ

Rescue Rashie

Westpac

A familiar garment relocates safety information nearer its intended context.

Original brief not established in these sources. Editorial reading: A familiar garment relocates safety information nearer its intended context. Information location matters alongside wording.

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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