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 →

841
Environmental advocacy / 2023DEEPER STUDY · 5 MIN READ

The Plastic Forecast

Minderoo Foundation

Use a familiar information format to make an overlooked environmental phenomenon easier to understand.

Airborne plastic pollution is difficult to picture and can feel distant from daily experience. List the assumptions audiences associate with the familiar format. A forecast may imply local precision, frequent updates and established calibration. Check which expectations the new data can support. Use ranges, explanations and visible limitations where appropriate. The design should help people understand the evidence rather than make uncertain research look like a more mature measurement system.

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 →Evidence communication
842
Motorcycles / 2023DEEPER STUDY · 5 MIN READ

The Beautiful Fail

Honda Moto France

Make an honest account of effort tangible by using a material that genuinely participated in the story.

A desired racing victory did not happen, leaving the brand with an important sporting story but no winning headline. Identify what genuinely passed through the event or process: a retired tool, a marked surface or a documented offcut. Explain that connection accurately and decide whether it adds meaning that an ordinary reproduction would lack. Do not invent provenance for dramatic effect. Keep records sufficient to support the story and obtain permission from the people or organisations who own the 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 →Provenance
843
Footwear / inclusive design / 2024DEEPER STUDY · 6 MIN READ

Fit My Feet

Buckaroo

Make customisation accessible through an existing local skill network, with specialist boundaries and ongoing support.

The campaign brief concerned the cost and availability of custom footwear for people with clubfoot. Map who already solves adjacent problems in the intended community. Ask what tools, materials, time and training they can realistically use. A clever kit that requires unfamiliar equipment may destroy the economic advantage of local production. Include service providers in development and compensate their contribution. Establish what they can safely customise and when they must refer a customer elsewhere. The network should receive usable support, not simply a new obligation accompanied by a brand logo. Test the entire handover with a provider who did not participate in the original design.

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
844
Sportswear / retail activation / 2017DEEPER STUDY · 6 MIN READ

Green Light Run

adidas Japan

Demonstrate a city-running proposition by addressing a real experience friction, without putting spectacle ahead of safety.

The campaign addressed interruptions in urban running while introducing a city-running-focused store. Translate a proposed positioning into an obstacle the audience can name from experience. A city-running store might address route uncertainty, bag storage or shoe selection rather than simply sponsoring another generic race. Choose a problem the business can help with after opening day. The activation should introduce a service relationship, not create a promise that disappears when production ends. Ask participants what the event taught them about the store. If they remember only the spectacle, connect the experience more clearly to an available customer benefit.

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 →Friction reduction
845
Restaurants / employer branding / 2023DEEPER STUDY · 6 MIN READ

No Smiles / Smile Agenai

McDonald’s Japan

Reinterpret a familiar brand expectation through an artist-led recruitment message that must match actual workplace conditions.

McDonald’s sought to communicate varied ways of working to younger potential employees. A familiar brand asset can carry an unintended obligation. Research what prospective and current employees think the asset demands from them. Distinguish a useful service standard from a rigid expectation about personality or appearance. Invite employee feedback privately, including criticism, before turning the tension into a public campaign. A provocative reversal is credible only when the organisation can explain what changes and what remains a reasonable part of the role. Do not use rebellion as decoration while leaving an avoidable source of pressure untouched.

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 →Employer branding
846
Mobile gaming / 2024DEEPER STUDY · 6 MIN READ

Cat God Helpline / Calling God

PONOS / The Battle Cats

Make useful help feel like part of the entertainment by giving an established character a real support role.

R/GA describes players becoming stuck and leaving The Battle Cats. Review where people become confused, not only where session counts fall. A difficulty spike, unclear instruction and temporary lack of interest require different responses. Talk to people who stopped as well as highly engaged fans. Identify the smallest piece of information that could help without removing all challenge. In another category, this might be a forgotten setup step or an unexplained error. The campaign’s entertainment should sit on top of a real assistance function. If the answer is merely another promotional message, the character becomes an obstacle rather than a guide.

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 →Retention
847
Nonprofit / public-interest communication / 2024DEEPER STUDY · 6 MIN READ

SATO 2531

Asuniwa / Think Name Project

Give an abstract rule a concrete scenario while keeping its assumptions, limits and human implications visible.

Think Name Project sought discussion of married-name choice and its consequences. A vivid future date can be remembered more easily than the assumptions behind it. Write the conditional statement before designing the headline. Explain which variables remain fixed and what the illustration is intended to show. Put a plain-language methodology link close to the central claim, and ensure shortened versions retain the necessary qualification. Do not use precision in a date as a substitute for certainty. A scenario can help people consider a system without pretending to predict the world centuries ahead. Test what viewers think is being claimed, not only whether they find it surprising.

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 →Scenario design
848
Design / public education / 2023DEEPER STUDY · 6 MIN READ

School of Tomorrow

DesignSingapore Council

Use a familiar learning environment to organise a complex subject, then connect discovery to accurate and accessible actions.

The exhibition sought to introduce sustainability issues through an approachable learning framework. Choose an organising metaphor that helps visitors predict where information belongs. A classroom structure can separate themes without making them feel unrelated. Avoid letting the metaphor become an extra puzzle that must be decoded before learning begins. Test signage with people who have not seen the concept presentation, and offer a straightforward route for those who prefer it. The design should support different levels of prior knowledge. A visitor should be able to learn one useful idea in a short visit without completing every section in the intended order.

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 →Sustainability
849
Community services / urban space / Date not verifiedDEEPER STUDY · 6 MIN READ

Open All Ages

Shanghai Science and Technology Elderly Service Center

Match unused venue hours with community needs, making the invitation credible through reliable operations.

The campaign addressed a need for elder-friendly social space in Shanghai. List when rooms, equipment and staff are available, then compare that pattern with unmet community needs. A venue’s primary identity does not necessarily define every appropriate use. However, spare floor space alone is not enough. Check cleaning, lighting, toilets, seating, ventilation, noise, transport and accessible entry. Establish who is responsible for opening and closing the building. The most promising match may be a modest recurring session rather than a dramatic conversion. Start with the practical timetable and operating agreement before developing a public-facing campaign identity.

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
850
Menstrual care / vocational education / 2018DEEPER STUDY · 6 MIN READ

Project Free Period

Stayfree / Johnson & Johnson India

Remove a participant-defined barrier to learning through a trusted partner, without making support depend on publicity.

The programme aimed to offer vocational learning opportunities to women in Mumbai’s sex trade. Do not start by deciding what another person’s successful life should look like. Work with experienced organisations to understand the options participants want and the constraints they face. A training module is useful only when the skill has a realistic route to practice, demand and payment. Ask about materials, workspace, childcare, travel and time as well as course content. Offer choices and allow people to decline without losing access to other support. The programme should expand agency rather than make assistance conditional on adopting the sponsor’s preferred personal narrative.

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 →Participant agency
851
Quick-service restaurants / gaming / 2022DEEPER STUDY · 6 MIN READ

Unbranded Menu

McDonald’s Philippines

Turn an existing recognition-and-sharing behaviour into a clear, rights-aware participation challenge with dependable fulfilment.

McDonald’s sought gaming engagement through familiar-looking food already present in virtual environments. Observe what a community already enjoys doing before designing an activation for it. Screenshot sharing, collecting and noticing visual details can provide an understandable participation pattern. The brand connection should be recognisable without a lengthy explanation, but it should not require pretending that every similar object belongs to the brand. Test whether people see the intended resemblance unaided. A challenge that only works after heavy prompting may be manufacturing an association rather than revealing one. Choose a smaller, clearer territory if the broader claim feels forced.

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 →Recognition
852
Quick-service restaurants / accessible packaging / 2020DEEPER STUDY · 6 MIN READ

EatQual: the original packaging initiative

McDonald’s India West and South

Make inclusion concrete at the moment of use, with a packaging choice people can obtain without unnecessary disclosure.

The initiative addressed difficulties holding and eating a burger with limited upper-limb mobility. Map the experience from choosing and ordering through carrying, opening, holding, eating and disposing of the packaging. A business may have improved one stage while overlooking another. Invite people with relevant lived experience to identify difficulties and compensate their design work. Do not rely only on staff imagining what disability feels like. The solution might involve packaging, layout, instructions or service choice rather than a new product. Define the task precisely enough to test whether the change helps, and record the situations where it does not.

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
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