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 →

865
Financial-services brand documentary / 2023DEEPER STUDY · 6 MIN READ

Translators

U.S. Bank

Show the everyday work hidden behind a service barrier, then assess whether the organisation’s own experience addresses it.

Language barriers can place complex adult communication responsibilities on bilingual children in immigrant families. Map what customers and relatives do before, during and after interacting with the organisation. Identify tasks the service has silently transferred to them. Listen without assuming that a visible act of resilience is a desirable permanent arrangement. The resulting brief should specify what the organisation can change, not simply which personal story would generate the strongest emotional reaction.

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 →Language access
866
Environmental public-interest communication / 2022DEEPER STUDY · 5 MIN READ

Prêt à Voter

Solar Impulse Foundation

Replace a vague request for action with a carefully prepared artefact that makes the next decision easier to evaluate.

Environmental ideas can remain abstract when the work needed to translate them into formal proposals has not been done. Before producing a communication asset, ask what information and format the recipient needs to evaluate the proposed action. Identify the work currently being left to them. A useful document may need cost assumptions, dependencies and alternatives rather than a more compelling introduction. This approach can be applied to ordinary service and operational decisions without copying the campaign’s political setting.

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 →Implementation support
867
Arts and culture / 2023DEEPER STUDY · 5 MIN READ

Play It Safe

Sydney Opera House

Use an anniversary to demonstrate the institution’s creative purpose instead of only reciting its history.

A famous cultural landmark can be recognised as a building without its current artistic purpose feeling equally accessible. Identify a current contribution that expresses the organisation’s purpose and commission something new around it. Historical material can provide context, but should not become the entire argument for relevance. Include the practitioners who give the institution life now. A useful anniversary brief asks what audiences should understand or be able to experience next, not only which past achievements deserve a mention.

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 →Anniversary
868
Personal care and public-interest communication / 2023DEEPER STUDY · 6 MIN READ

Cost of Beauty

Dove / Unilever

Use a carefully consented personal archive to reveal the human stakes of a public issue without turning an individual story into universal causal proof.

Conversations about online beauty pressure can remain abstract despite their personal consequences. Review each piece of material for who appears, who owns it and what its public use could reveal. Explain the intended audience, editing and future availability in terms participants understand. Allow meaningful boundaries rather than assuming one signature covers every possible use. Sensitive stories require specialist safeguarding and a plan for the attention participants may receive after the campaign launches.

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 storytelling
869
Consumer technology / 2023DEEPER STUDY · 6 MIN READ

Fuzzy Feelings

Apple

Let the protagonist’s creative work change as their understanding changes, making the product part of the story’s emotional mechanism.

A holiday technology advertisement needs a meaningful role for creative tools beyond a conventional list of features. Ask what the character creates, why they create it and how that creation changes the plot. If removing the product or creative activity leaves the story unchanged, the brand connection may be decorative. Look for a task where the tool genuinely enables expression, collaboration or discovery. The emotional benefit should emerge from that task rather than be added as an unrelated closing line.

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 →Creativity
870
Public awareness / transplant education / 2016DEEPER STUDY · 6 MIN READ

Second Life Toys

Green Ribbon Project Committee

A visible toy repair and an anonymous exchange make an abstract donation topic discussable, with the analogy explicitly bounded.

Introduce transplantation as a topic for family conversation without substituting toys for medical explanation. An analogy should help people ask better questions, not replace an accurate explanation. List which features of the real system the object represents and which it cannot represent. Put that distinction beside the activity rather than burying it on a separate website. Have relevant specialists review the language and observe a small session. Ask participants to explain what they think happens in reality. If they transfer an incorrect property from the toy to the medical process, revise the demonstration. Emotional simplicity is useful only when it does not create factual confusion.

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 →Analogy
871
Personal care / public awareness / 2023DEEPER STUDY · 6 MIN READ

Skins for Skin

Vaseline

A shared word links gaming culture with a skin-donation information route, while the consequential decision requires privacy and independent consent.

Introduce a less familiar donation topic to audiences including gaming communities. A shared word can make an unfamiliar issue approachable, but the creative team must provide the next layer of meaning. Ask community members whether the connection feels useful or merely opportunistic. Test what someone remembers after the joke is removed. The campaign should leave a reliable source, a clear distinction between concepts and permission to take time. Avoid assuming that a popular creator is qualified to answer medical questions. Their role can be to introduce the topic and direct people to expertise, with uncertainty acknowledged rather than improvised away on a stream.

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 language
872
Food / outdoor advertising / 2025DEEPER STUDY · 6 MIN READ

Nature Shapes Britannia

Britannia

An outdoor layout visibly accommodates existing trees, making a site constraint the central demonstration of a specific design choice.

Communicate an environmental position through a concrete outdoor treatment. Do not create a finished layout and then search for a location that vaguely resembles the mock-up. Survey the site with the people responsible for installation and maintenance. Record viewing distances, foliage movement, seasonal change and nearby obstructions. Test legibility from ordinary pedestrian positions, including where people can stop safely. The design should make sense in the place where it will be encountered, not only from a carefully selected camera angle. Budget for a different composition at each location if the idea depends on local conditions rather than a repeatable rectangular format.

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 →Constraint-led creativity
873
Quick-service restaurants / local positioning / 2024DEEPER STUDY · 6 MIN READ

Uncle KFC’s Rice Bowl

KFC Thailand

A global mascot adopts a locally familiar social role so a comic meal-choice story can introduce an everyday rice-meal proposition.

Make the rice-meal offer relevant to ordinary meal occasions. Ask what relationship the brand character currently represents and what relationship would be useful for this occasion. A familiar elder, expert or neighbour carries expectations that a costume alone cannot create. Work with local writers who can identify where a term feels warm, exaggerated or inappropriate. Test the character with different audience groups rather than treating national culture as a single response. Preserve enough recognisable detail for the brand connection to remain clear. The aim is a coherent role in a new situation, not a collection of local references attached to a logo.

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 →Localisation
874
Home furnishing / retail launch / 2020DEEPER STUDY · 6 MIN READ

Harajuku with imma

IKEA Japan

A clearly fictional resident turns a shop window into an unfolding home scene, directing attention toward furniture and spatial possibilities.

Introduce the Harajuku store through an engaging home-furnishing experience. A virtual personality can easily dominate a display until the products become background decoration. Write scenes around real spatial questions: where to sit, how to store an object or how a small area changes between activities. Check that these demonstrations remain accurate for the physical furniture. Ask viewers what they learned about the room, not only whether they recognised the character. If the answer is nothing, reduce spectacle or strengthen the product interaction. The character should give the audience a reason to inspect useful details that a conventional photograph might leave unnoticed.

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 →Fictional worlds
875
Apparel / participatory product design / 2014DEEPER STUDY · 6 MIN READ

UTme!

UNIQLO

Playful creation tools shorten the path from personal expression to a custom product, with preview accuracy and rights central to trust.

Make creating a personal T-shirt approachable through a mobile experience. Many people want a personal object without identifying as designers. Offer a small number of understandable tools and show what each does before asking for a purchase. Let users undo changes and return to a simpler version. A playful gesture should produce a legible result, not randomness that people cannot control. Test with people who have low confidence in visual work and with those who cannot comfortably perform the gesture. The best onboarding makes a first acceptable design possible quickly while leaving room for more deliberate authorship as confidence grows.

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 →Participation
876
Food supply / technology demonstration / 2019DEEPER STUDY · 6 MIN READ

TUNA SCOPE

TUNA SCOPE / Dentsu and partners

A specific image-assessment tool becomes a customer-facing selection story, making an operational process visible without expanding its technical claim.

Support tuna assessment and explain the selection process to customers. An artificial-intelligence story is stronger when the underlying task is precise. Define what a human assessor currently judges, what information is available and where disagreements occur. Ask whether the proposed output is a recommendation, a ranking or a decision that triggers action. Preserve expert review where consequences require it. In a new project, compare the tool with an appropriate baseline and include difficult examples rather than selecting only clear demonstrations. A visually impressive interface cannot compensate for an ambiguous task or a dataset that does not represent the conditions of actual 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 →Evidence communication
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