THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

1778 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →

817
Beauty / educational activation / 2018DEEPER STUDY · 6 MIN READ

My Crayon Project

Shiseido

Redesign the ordinary tool so that a broader range of people can see themselves in the activity.

Shiseido’s stated objective was to celebrate differences through a school-based creative activity. Audit the assumptions built into a form, kit, example or interface before writing a message about inclusion. Ask who cannot recognise themselves in the available choices and whether the choices can be expanded without forcing disclosure. A useful redesign can remove a small repeated exclusion. Test it with the intended community rather than relying on the team’s interpretation. Avoid making one group a special exception that requires extra effort. The aim is a better normal experience, not a ceremonial variation available only during a campaign 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 →Inclusion
818
Automotive / accessibility / 2019DEEPER STUDY · 6 MIN READ

The Quiet Taxi

Hyundai Motor Group

Make a technical promise concrete through a user-led improvement to a meaningful task.

Hyundai wanted to demonstrate alternative ways of communicating driving information to deaf drivers. Invite the people doing the task to explain existing strategies, pain points and workarounds before proposing a new interface. Compensate their expertise and give them influence over priorities. A designer may notice an absent signal while missing the alternative method already in use. Start with the task the person wants to perform, not a narrative about what they supposedly lack. This approach can reveal simpler changes and prevents a campaign from making a participant dependent on a prototype that has no durable support plan.

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 →Accessibility
819
Insurance / promotional product design / 2018DEEPER STUDY · 6 MIN READ

Firevase

Samsung Fire & Marine Insurance

Give a useful object a dependable everyday place, while preserving recognition and evidence boundaries.

The campaign addressed the concern that household fire-response equipment may be absent or inaccessible. Observe where a useful item is kept, who knows its location and what makes it inconvenient to retrieve. The obstacle may be clutter, aesthetics, storage rules or a mismatch between the person who buys it and the person who uses it. A communication campaign cannot fix every access problem. Sometimes the useful change is a designated place, clearer labelling or a simpler handover. Start with low-risk objects when testing this principle. If the item is safety-critical, involve qualified professionals rather than assuming that a more attractive exterior is an improvement.

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 →Visibility
820
Residential property / Date not verifiedDEEPER STUDY · 6 MIN READ

Sammakorn NOT Sanpakorn

Sammakorn

Turn a real brand misunderstanding into a memorable correction, with the right category attached.

Sammakorn wanted to correct confusion between its name and the Thai revenue department. Collect recurring questions, spelling errors and mistaken assumptions from customer-facing teams. Distinguish a genuine pattern from an amusing isolated incident. Ask whether the misunderstanding is large enough to justify a campaign and whether publicising it could create confusion among people who never had it. If the problem is primarily search visibility or unclear signage, fix those practical causes too. Humour works best when it accompanies a clear correction, not when it substitutes for basic information that a customer needs to find the right business.

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 →Brand identity
821
Quick-service restaurants / pet-related promotion / Date not verifiedDEEPER STUDY · 6 MIN READ

Bone Tie

KFC Thailand

Preserve the wish to include someone while replacing an unsuitable gesture with a properly reviewed alternative.

KFC sought to address an unsuitable food-sharing habit while acknowledging owners’ wish to include their dogs. Ask what the person is trying to express before telling them to stop. Sharing may mean affection, inclusion or participation in a household ritual. An alternative is more likely to be considered when it preserves that intention. However, do not assume every audience member needs a product to express it. Sometimes the useful substitute is an activity, a separate safe routine or better information. Research the moment with relevant specialists and avoid turning a behavioural insight into a claim that a particular commercial item is necessary for care.

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 →Responsible participation
822
Fashion retail / 2010DEEPER STUDY · 6 MIN READ

Lucky Line

UNIQLO

Turn the wait before an occasion into a voluntary shared experience with a clear, honest next step.

UNIQLO wanted to build anticipation for a sale and connect online participation with retail visits. Decide what the pre-event experience gives participants besides a place in a line. It might provide planning information, a preview or a transparent reward. Do not force people to wait through an animation to reach essential terms. Offer an accessible route for users who cannot or do not want to participate in the playful layer. The experience should create voluntary enjoyment, not friction disguised as engagement. Ask users whether they would still value the interaction if no one else could see that they had joined.

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 →Anticipation
823
Tourism / cultural promotion / 2020DEEPER STUDY · 6 MIN READ

Feel the Rhythm of Korea: the original platform

Korea Tourism Organization

Let distinctive cultural performance create curiosity, then help people explore the place accurately and respectfully.

The tourism platform sought to create interest in Korean places through distinctive cultural entertainment. Choose collaborators for a genuine artistic relationship with the place or idea, not only for follower counts. Give them room to contribute rather than asking them to decorate a predetermined tourism script. Agree rights, credits, payment and future usage before production. A destination’s culture is not a free asset that a marketer can extract. Test whether the resulting film feels coherent to the artists and local community as well as to prospective visitors. Distinctive creative judgement often matters more than attempting to represent every attraction in one piece.

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 →Culture
824
Grocery retail / 2024DEEPER STUDY · 6 MIN READ

Price Packs

PENNY

Make a price promise part of an operationally committed product, then explain its limits clearly.

PENNY introduced Price Packs in September 2024, according to Serviceplan’s contemporary announcement. The packaging placed the price at the centre of the design for selected everyday products. The agency described the long packaging production cycle as a visible commitment to stable pricing. Outdoor, digital and social activity repeated the product-and-price presentation. This study concerns that specific packaging initiative rather than every PENNY value campaign. Start with a small set of products whose supply, specifications and costs are understood. Ask procurement, finance and store teams what could force a change, then decide how the promise will handle those events. A price on a package creates expectations at the checkout. Test exception handling before media launch, including what staff should do when a shelf label, till system or online listing disagrees with the printed amount.

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 →Price communication
825
Cultural heritage / technology / 2022DEEPER STUDY · 6 MIN READ

Backup Ukraine: a Participatory Cultural Archive

Backup Ukraine

Turn participation into a useful record while treating safety, permission and long-term stewardship as design requirements.

Backup Ukraine emerged in 2022 as a collaboration around recording cultural heritage threatened by war. Contemporary reporting identifies Virtue, Polycam, Blue Shield Denmark and the Danish UNESCO National Commission. The initiative adapted smartphone-based capture into digital models that could contribute to a cultural archive. An April announcement explicitly warned against uncoordinated public capture and limited the intended activity to places outside immediate conflict. Before inviting a community to document anything, ask the intended archive or specialist partner what a usable contribution requires. Define object identification, permission, file quality and review steps. Include examples of unsuitable submissions. A campaign that lowers the capture barrier but leaves classification and rights unresolved can shift hidden labour to a small institution. Budget for review and correction as part of the participation model.

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 →Cultural documentation
826
Telecommunications / digital wellbeing / 2022DEEPER STUDY · 6 MIN READ

Safe Zone: Help Inside the Game

Orange

Place a clear route to qualified support inside an existing experience, without confusing awareness with protection.

Orange’s Safe Zone initiative placed telephone-booth-inspired spaces in participating Fortnite and Roblox environments. The D&AD archive describes two routes: an educational quiz and a button directing people affected by cyberbullying towards a qualified association. A January 2024 interview with Orange and Publicis Conseil dates the original launch to November 2022 and explains the choice to work within existing maps rather than expect players to visit a separate branded destination. Design the help route so it is easy to find and does not require points, a quiz score or a public declaration. Test whether someone unfamiliar with the campaign can understand what happens next. An educational experience can be playful, but assistance should not be presented as a prize. Explain any limits in plain language and provide a way to leave the interaction without losing access to essential information.

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 →In-context support
827
Food / foodservice / 2023DEEPER STUDY · 6 MIN READ

Ketchup Fraud

Heinz

Use evidence of a familiar brand signal to investigate customer expectations, while avoiding unsupported accusations.

Ketchup Fraud was a Rethink campaign for Heinz reported in March 2023. It focused on the practice of putting another ketchup into a Heinz bottle. Marketing Dive describes outdoor activity in New York and Chicago alongside social and print advertising, with an invitation for customers to tag restaurants. Rethink’s own case frames the work as a way to make the recognisable bottle’s value visible. Ask customers what a recognisable container, colour or label leads them to expect in the specific setting where it appears. Use neutral research materials and avoid revealing the preferred answer. The objective is to understand an inference, not simply confirm familiarity with a logo. If the asset signals a particular formulation, supplier or service standard, the business needs to know whether real-world use consistently supports that expectation.

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 →Distinctive assets
828
Education / inclusive product design / 2019DEEPER STUDY · 6 MIN READ

Braille Bricks: From Pilot to Play

LEGO Foundation / LEGO Group

Make an inclusive promise useful through the product, teaching support and distribution model together.

The LEGO Foundation and LEGO Group publicly presented the Braille Bricks pilot in April 2019. Their announcement credited ideas from blindness organisations and described testing with partners in several countries. The bricks combine stud patterns representing Braille characters with printed characters, while remaining compatible with the wider LEGO system. The design allows people using different ways of reading to participate in a shared activity. Invite people with relevant lived experience and professional expertise into the problem definition, not only a final demonstration. Record which design decisions their input changes. Compensate participation and provide accessible ways to disagree. A recognisable brand should not absorb all credit for an idea that developed through community knowledge. Clear attribution improves the story and helps future collaborators understand that their expertise will remain visible.

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 →Shared participation
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