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 →

757
Beverages / 2014DEEPER STUDY · 5 MIN READ

Made of Black

Guinness

A physical product cue becomes a frame for locally voiced personal stories.

Original brief not established in these sources. Editorial reading: A physical product cue becomes a frame for locally voiced personal stories. A recognisable product property can make a broad idea easier to attribute.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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758
Food / 2010DEEPER STUDY · 5 MIN READ

Never Say No to Panda

Panda Cheese / Arab Dairy

A mascot reverses its expected personality through a repeatable comic rule.

Original brief not established in these sources. Editorial reading: A mascot reverses its expected personality through a repeatable comic rule. The product should help cause the story rather than merely sign it.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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759
Beverages / 2009DEEPER STUDY · 5 MIN READ

Pecsi

Pepsi

A local pronunciation becomes a recognisable variation inside the brand identity.

Original brief not established in these sources. Editorial reading: A local pronunciation becomes a recognisable variation inside the brand identity. Existing audience language can provide a more natural hook than new jargon.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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760
Publishing / 2012DEEPER STUDY · 5 MIN READ

The Book That Can’t Wait

Eterna Cadencia

A temporary physical property makes delayed reading into a visible publicity idea.

Original brief not established in these sources. Editorial reading: A temporary physical property makes delayed reading into a visible publicity idea. A press prototype is not the same as a retail rollout.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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761
Health awareness / 2016DEEPER STUDY · 5 MIN READ

Man Boobs for Boobs

MACMA

A visible substitution exposes the distribution constraint behind a health message.

Original brief not established in these sources. Editorial reading: A visible substitution exposes the distribution constraint behind a health message. Moderation and format rules influence what audiences can encounter.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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762
Beverages / 2017DEEPER STUDY · 5 MIN READ

Reposter

Skol

Reworking the brand’s own archive makes a proposed change visible.

Original brief not established in these sources. Editorial reading: Reworking the brand’s own archive makes a proposed change visible. Specific old and new work makes a change easier to assess.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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763
Beauty / 2015DEEPER STUDY · 5 MIN READ

Casais: Every Kind of Love

O Boticário

A familiar gift-giving story exposes and broadens the viewer’s assumptions.

Original brief not established in these sources. Editorial reading: A familiar gift-giving story exposes and broadens the viewer’s assumptions. Representation can sit naturally within a recognisable customer moment.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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764
Food / 2014DEEPER STUDY · 5 MIN READ

WhatsCook

Hellmann’s

Live assistance connects a product with the user’s immediate cooking problem.

Original brief not established in these sources. Editorial reading: Live assistance connects a product with the user’s immediate cooking problem. Help is more relevant when it meets a current task.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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765
Public health / 1981DEEPER STUDY · 5 MIN READ

Slip Slop Slap: Sid the Seagull

Cancer Council Victoria

A character and rhythmic sequence organise a practical behaviour into a memorable unit.

Original brief not established in these sources. Editorial reading: A character and rhythmic sequence organise a practical behaviour into a memorable unit. Behavioural communication needs more than general awareness.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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766
Public health / 1979DEEPER STUDY · 5 MIN READ

Sponge: the original television metaphor

Quit for Life / NSW health campaign

A familiar absorbent object makes a cumulative, hidden risk easier to picture.

Original brief not established in these sources. Editorial reading: A familiar absorbent object makes a cumulative, hidden risk easier to picture. Explain what the model represents and where the comparison stops.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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767
Tourism / 2006DEEPER STUDY · 5 MIN READ

Where the Bloody Hell Are You?

Tourism Australia

A colloquial host’s question turns a destination showcase into a direct invitation.

Original brief not established in these sources. Editorial reading: A colloquial host’s question turns a destination showcase into a direct invitation. Familiar language at home can carry different force abroad.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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768
Tourism / 2019DEEPER STUDY · 5 MIN READ

Old Mate

South Australian Tourism Commission

Anticipated regret creates urgency, but the narrator’s tone changes how the invitation is received.

Original brief not established in these sources. Editorial reading: Anticipated regret creates urgency, but the narrator’s tone changes how the invitation is received. Ask how viewers feel the character is being treated.

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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