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 →

769
Food service / 2014DEEPER STUDY · 5 MIN READ

Rabbit Billboard

Hell Pizza

Making a product ingredient physically present creates attention and unavoidable ethical questions.

Original brief not established in these sources. Editorial reading: Making a product ingredient physically present creates attention and unavoidable ethical questions. Product relevance helps audiences understand why the stunt exists.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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770
Food delivery / 2016DEEPER STUDY · 5 MIN READ

Pizza-by-Drone: the New Zealand Trial

Domino’s / Flirtey

A familiar customer task gives a technical pilot an immediately understandable story.

Original brief not established in these sources. Editorial reading: A familiar customer task gives a technical pilot an immediately understandable story. An everyday task can make technical change legible.

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
771
Financial services / 2015DEEPER STUDY · 5 MIN READ

Equal Future

ANZ

A familiar fairness comparison makes a wider financial-equality issue easier to discuss.

Original brief not established in these sources. Editorial reading: A familiar fairness comparison makes a wider financial-equality issue easier to discuss. A small scenario can introduce a complex issue without claiming to explain it fully.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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772
Beverages / 2022DEEPER STUDY · 5 MIN READ

Nexters: the Centenary Talent Platform

Tusker

An anniversary becomes an opportunity platform for participants rather than only a corporate retrospective.

Original brief not established in these sources. Editorial reading: An anniversary becomes an opportunity platform for participants rather than only a corporate retrospective. Explain what other people gain from the celebration.

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
773
Tourism / 2013DEEPER STUDY · 5 MIN READ

Meet South Africa: the Blogger Programme

South African Tourism

Multiple first-person journeys create distinct entry points into one destination.

Original brief not established in these sources. Editorial reading: Multiple first-person journeys create distinct entry points into one destination. A common brief need not produce identical stories.

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
774
Telecommunications / 2012DEEPER STUDY · 5 MIN READ

Faiba: the Original Animated Commercials

Jamii Telecommunications

Animated everyday frustration makes an abstract connectivity promise easier to understand.

Original brief not established in these sources. Editorial reading: Animated everyday frustration makes an abstract connectivity promise easier to understand. Waiting is more concrete than an unexplained technical specification.

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
775
Financial services / 2011DEEPER STUDY · 5 MIN READ

The Most Popular Song / Echar Pa’lante

Banco Popular de Puerto Rico

A familiar song’s reinterpretation makes a new message noticeable through recognition.

Original brief not established in these sources. Editorial reading: A familiar song’s reinterpretation makes a new message noticeable through recognition. The audience’s existing knowledge can make a change meaningful.

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
776
Coffee / 2014DEEPER STUDY · 5 MIN READ

Alarm Cap

Nescafé

An overlooked packaging component turns a familiar use occasion into an interaction.

Original brief not established in these sources. Editorial reading: An overlooked packaging component turns a familiar use occasion into an interaction. A small component may already sit beside a meaningful routine.

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
777
Telecommunications / financial inclusion / Date not verifiedDEEPER STUDY · 5 MIN READ

Payphone Bank

Tigo-Une

A familiar public network is reinterpreted as an access point for a different service.

Original brief not established in these sources. Editorial reading: A familiar public network is reinterpreted as an access point for a different service. Infrastructure may serve a new need without becoming visually unfamiliar.

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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