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 →

961
Audio entertainment / 2020DEEPER STUDY · 5 MIN READ

Fly Audible: Change the Metaphor When the Context Changes

Audible

A travel-advertising metaphor reframed listening when physical travel was restricted, replacing a planned message that no longer fit the moment.

Keep an entertainment message relevant after circumstances changed. Write down what the campaign assumes about why people behave as they do. Then test whether those reasons remain current. A change in context may require removing a criticism, not merely updating a visual detail. Ask representative adults how the proposed message feels in their actual circumstances. Their answer may expose a mismatch that internal familiarity hides, especially when the team has already invested heavily in a preferred creative route.

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 →Context review
962
Mobility and publishing / 1900DEEPER STUDY · 5 MIN READ

The Michelin Guide: Help People Use the Category

Michelin

A tyre company created practical travel information adjacent to motoring, producing a publication with obligations beyond its original promotional purpose.

Make a surrounding activity easier to plan. Ask what a person must know before, during and after using the category. Identify a specific information gap your organisation can address credibly. The useful resource may concern planning, comparison or ordinary maintenance, but it should remain within appropriate expertise. Avoid encouraging unnecessary consumption simply because more activity could benefit the sponsor. A good test is whether the information helps someone make a sound decision even when that decision is to postpone or choose an alternative.

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 →Category participation
963
Fashion and culture / 2013DEEPER STUDY · 5 MIN READ

Castello Cavalcanti: A Brand Funds an Author’s World

Prada

A commissioned short film gave a fashion brand a cultural association through authorship and craft rather than a conventional product demonstration.

Express a cultural interest through a complete work. Explain why the organisation wants to support the project, who the intended audience is and which practical constraints are fixed. Leave meaningful room for the creator’s judgment. Decide in advance where sponsorship appears and what product claims, if any, require review. If every creative choice must lead directly to a purchase, a conventional advertisement may be a more honest format than a supposedly independent artistic work.

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 →Authorship
964
Stationery and culture / 2006DEEPER STUDY · 5 MIN READ

Detour: Let the Same Object Reveal Different Creative Processes

Moleskine

A travelling display of artist-made notebooks made the product a shared starting point for different creative outcomes.

Show more possibilities for a familiar object. Give contributors a common starting point, then allow enough freedom for their responses to reveal genuinely different methods. Explain the constraint to visitors so they understand what they are comparing. Avoid requiring a predetermined positive message about the product. The creative value comes from specific choices and unexpected uses, not from a wall of superficially varied endorsements that all make the same commercial claim.

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 →Common constraints
965
Publishing / 2022DEEPER STUDY · 6 MIN READ

The Unburnable Book: Make a Symbol and a Support Route Distinct

Penguin Random House

A specially fabricated book turned an abstract publishing concern into a tangible symbol, with a separate auction supporting a named organisation.

Make a publishing concern tangible. Write the relationship between the object’s property and the message in one plain sentence. If the connection depends on a lengthy publicity explanation, reconsider the design. A symbol works best when viewers can describe what it means while recognising that it is symbolic. Do not transform an artistic proposition into an unsupported technical certification or suggest that a one-off prototype has the reliability of a widely tested consumer product.

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 →Symbolic communication
966
Home audio / 2014DEEPER STUDY · 5 MIN READ

Your Home: Show an Invisible Experience Without Claiming a Measurement

Sonos

A series of transformed-room films used colour and movement to express a listening experience that ordinary screen playback cannot fully demonstrate.

Communicate an audio experience through ordinary advertising channels. List the ideas the visual treatment is intended to convey, such as room-filling presence or a change in atmosphere. Then identify claims it cannot establish, including measured output, compatibility or superiority. Ask unfamiliar viewers what they think they have seen demonstrated. If the metaphor creates a technical belief the team cannot substantiate, revise the framing and add a concrete explanation rather than relying on viewers to recognise exaggeration.

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 →Sensory metaphor
967
Connected products / industrial technology / 2019DEEPER STUDY · 5 MIN READ

LikeABosch

Bosch

Use a memorable verbal joke to organise many product demonstrations under one recognisable brand idea.

A diversified technology company needed a coherent explanation across product categories. Choose a phrase that can introduce several genuine benefits without becoming meaningless repetition. Write a list of product scenes and check whether each adds a new piece of understanding. If the same joke could support any product with no change, strengthen the connection. A mnemonic earns its place when it helps the audience retrieve both the brand and a relevant reason to consider it.

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 memory
968
Energy management / automation / 2014DEEPER STUDY · 5 MIN READ

Life Is On

Schneider Electric

Connect an invisible technical system with the everyday activity it makes possible, then supply concrete proof.

Energy management needed an accessible explanation beyond industrial terminology. Ask users what they take for granted until the system stops working. Choose one contribution that can be represented clearly without staging a dangerous failure. Then show the ordinary activity it supports. This gives technical teams a useful briefing method: begin with a recognisable situation, identify the enabling component and explain the relationship in language a non-specialist can repeat accurately.

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 →Invisible infrastructure
969
Shipping / logistics / 2011DEEPER STUDY · 5 MIN READ

The Original Social Communication Programme

Maersk Line

Turn an organisation’s overlooked visual history and operational knowledge into a sustained public conversation.

A business-to-business shipping company needed a more human, accessible public presence. Look for photographs, diagrams, object histories and practical explanations that reveal how the work happens. Check ownership, accuracy and confidentiality before adding items to an editorial backlog. Interview the people who can explain them in plain language. The goal is a sustainable source of distinctive stories, not a one-time archive dump that becomes repetitive once the most spectacular images have been used.

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 →Industrial storytelling
970
Logistics / business services / 2015DEEPER STUDY · 5 MIN READ

United Problem Solvers

UPS

Reframe a familiar delivery brand around the customer problems its wider capabilities can address.

Customers needed to understand services beyond moving parcels. Collect the actual questions customers ask when a standard service description is insufficient. Group them by the expertise needed to answer, not simply by the product the company wants to sell. This can reveal a more useful campaign structure and a better navigation system. A problem-led message should help customers recognise themselves without implying that the provider has already diagnosed their situation.

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 →Service repositioning
971
Semiconductors / technology / 2009DEEPER STUDY · 5 MIN READ

Sponsors of Tomorrow

Intel

Make the people and culture behind an invisible component part of the brand’s public meaning.

The company wanted a broader identity than a single processor product. A familiar reference can make a specialist environment approachable, but the comparison should reveal something true. Ask what the audience learns after understanding the joke. If the answer is only that engineers are quirky, the execution needs more substance. Use the contrast to introduce a real practice, constraint or achievement, then let the person’s work carry the interest beyond the initial surprise.

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 →Invisible components
972
Destination marketing / 2019DEEPER STUDY · 5 MIN READ

Rent a Finn

Visit Finland

Turn an abstract destination reputation into a small, hosted experience that people can understand and apply to join.

The destination needed a concrete expression of its reputation for happiness and access to nature. List what a visitor would do differently if the destination promise were true. Choose a few activities that can be explained without exaggeration and that local people genuinely value. Avoid treating a national ranking as a personal guarantee. A well-designed experience lets participants form their own judgement, while the campaign provides enough context to understand the invitation and decide whether it suits them.

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 →Destination proof
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