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 →

1009
Beverage / destination-content partnership / 2025DEEPER STUDY · 6 MIN READ

Peaks of Courage

Mountain Dew

Packaging opens a destination-content resource, requiring a clear distinction between inspiration and current safety-critical advice.

Introduce lesser-known parts of Nepal’s mountaineering story. A compelling destination story can encourage curiosity without being sufficient for planning a visit or undertaking an activity. Label which content is interpretive and which, if any, is operational guidance. For safety-critical subjects, qualified local experts must own the information, review schedule and escalation process. Avoid implying that scanning a product pack prepares someone for a demanding environment. The brand should be willing to direct people away from its own content when another source is more authoritative. A clear boundary supports trust because it tells the audience what the experience can help them understand and what it cannot safely decide for 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 →Inspiration versus advice
1010
Industrial materials / animated brand platform / 2022DEEPER STUDY · 6 MIN READ

Always Around

JSW Steel

A malleable production medium illustrates material versatility without serving as a technical performance demonstration.

Make an industrial material’s everyday applications more visible. The production technique should help the audience understand a relationship that matters to the brief. Ask what the medium can visibly do and which part of that behaviour resembles the product idea. Then identify where the analogy breaks down. A flexible model can represent variety without demonstrating real-world engineering performance. Write a short explanation of the intended comparison before storyboarding, and test it with someone outside the team. If viewers infer false material properties, revise the sequence. The goal is not to make the medium impressive in isolation, but to make a specific category idea easier to grasp 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 →Material analogy
1011
Restaurants / event-triggered promotion / 2021DEEPER STUDY · 6 MIN READ

See a Six, Catch a Taco

Taco Bell India

A recognisable sporting moment supplies a product-linked trigger, whose appeal depends on clear conditions and reliable fulfilment.

Connect a restaurant promotion with a shared cricket moment. An event-triggered idea depends on everyone knowing when the condition has occurred. Define the event precisely and identify the authoritative source that would confirm it in a real activation. Consider delays, disputed outcomes and different viewing contexts. A trigger that sounds simple to the creative team may be confusing to someone seeing a delayed clip or a forwarded message. The product connection should also be understandable without specialist sporting knowledge. If the trigger is only an excuse for a discount, a simpler scheduled offer may serve the same purpose with less operational complexity and fewer opportunities for misunderstanding.

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 →Event timing
1012
Restaurants / recurring promotion platform / 2018DEEPER STUDY · 6 MIN READ

Crazy Thursday

KFC China

A stable weekly occasion gives audience creativity a repeatable frame while commercial value and participation remain distinct.

Create a recognisable recurring value-promotion occasion. A repeated platform needs a recognisable structure: when it happens, what kind of content appears and what participants can expect. Keep these elements consistent while allowing the individual execution to change. If every edition introduces a new rule, the audience has to start again rather than building familiarity. A small team should choose a cadence it can maintain without inventing urgency or forcing content into quiet weeks. Explain exceptions and pauses clearly. The value of repetition lies in reducing uncertainty, not in overwhelming people with reminders or treating a calendar slot as a licence to demand their attention.

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 →Calendar consistency
1013
Air travel / 2018DEEPER STUDY · 6 MIN READ

Say Yes to the World: Let the Audience Complete the Invitation

Lufthansa

A question-led platform gave people a way to express an imagined journey, turning a broad invitation into a small act of authorship.

Make a broad exploration invitation personally relevant. Write several plausible responses before designing the interface. If every answer leads to the same generic message, the question may be decorative. If the range is too broad, the result may be difficult to interpret. Look for a bounded choice that connects to the category while allowing different motivations. Test whether people understand the question without explanation and can decline to answer without feeling that they have failed the experience.

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 →Bounded authorship
1014
Air travel / 2012DEEPER STUDY · 6 MIN READ

Hello Tomorrow: Give a Global Platform a Concrete Category Role

Emirates

A global airline framed travel around future possibilities, requiring a clear link between a large emotional idea and the service that enables it.

Give a transport service a broader but credible emotional role. Before developing imagery, explain what the service makes possible and which part it actually controls. An airline can provide transport and an onboard experience; it cannot guarantee the meaning someone will find afterward. The same distinction applies to education, events and retail. Keep the emotional invitation proportionate to that role. If the idea depends on promising personal transformation, revise it toward an opportunity the organisation can credibly help provide.

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 relevance
1015
Air travel / 2010DEEPER STUDY · 6 MIN READ

Keep Climbing: Make an Improvement Promise Accountable

Delta Air Lines

A continuing-improvement platform shifted attention from organisational scale toward the quality of the customer experience, creating a promise that needs operational evidence.

Explain service improvement beyond organisational scale. Choose a specific improvement and describe the earlier problem it addresses without exaggerating either. State where the change applies and when it becomes available. Avoid presenting a planned feature as completed or a limited pilot as universal. Test whether customers understand the difference and care about it. An internal milestone may be important to the organisation while having little meaning for the person trying to complete an ordinary service task.

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 →Accountable progress
1016
Collaboration software / 2017DEEPER STUDY · 5 MIN READ

Creative Energy: Make a Repositioning Visible in the Design System

Dropbox

A file-storage brand used expressive combinations to communicate a wider role in how teams create together.

Broaden a familiar functional association. Describe what the visual system should do in plain language, such as bringing unlike contributions into a coherent whole. Then assess whether colour, imagery, motion and typography enact that behaviour. A list of attractive ingredients is not yet a system. The rule should help another designer produce a recognisable new execution without copying an existing composition or needing the original team to approve every choice.

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 →Repositioning
1017
Design collaboration software / Date not verifiedDEEPER STUDY · 6 MIN READ

Nothing Great Is Made Alone: Make the Contributor Visible

Figma

A collaboration platform challenged the lone-genius story by showing the people and contributions behind a finished result.

Help additional contributors see a role in a specialist tool. Choose a fictional task where different kinds of knowledge lead to visible improvements. Make each change understandable and avoid assigning all useful ideas to the most senior or charismatic character. The audience should see why another perspective matters, not simply count the number of people present. A small, specific improvement can explain collaboration more effectively than a sweeping claim that every great achievement required the same process.

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 →Visible contribution
1018
Work management software / 2024DEEPER STUDY · 5 MIN READ

Where Work Connects: Explain the Relationship Between Tasks and Goals

Asana

A work-management brand organised its story around the connections between people, projects and purpose, making the relationship itself the proposition.

Explain a service whose value concerns relationships between activities. Select one ordinary task and trace its connection to an agreed objective, a dependency and a responsible owner. Use a fictional example if real work contains confidential information. The explanation should reveal a meaningful relationship rather than decorate a task list with arrows. Ask whether a reader can explain why the task matters and what would need to change if the objective changed.

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 →Task-to-goal clarity
1019
Oat drinks / 2014DEEPER STUDY · 5 MIN READ

Wow No Cow

Oatly

Make a simple category distinction memorable through a deliberately unpolished performance.

A plant-based drink needed a recognisable explanation beyond specialist product language. Write a short, accurate sentence explaining what makes the product different before adding humour or music. Ask people unfamiliar with the category to repeat it without prompts. Remove words that introduce unsupported health or environmental implications. A memorable performance is most useful when it carries a fact that remains true after the entertainment has faded and the viewer starts comparing actual products.

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 →Distinctiveness
1020
Chocolate / sourcing advocacy / 2021DEEPER STUDY · 5 MIN READ

Sweet Solution

Tony’s Chocolonely

Use a familiar product format to direct attention toward a less visible operating practice.

Sourcing practices are harder to recognise at the shelf than familiar packaging cues. Choose a sourcing or production practice that customers can understand once it is explained. Define what the practice changes, which products it covers and what remains uncertain. Avoid turning a complex social issue into a simple good-brand versus bad-brand binary. The communication should make evaluation more informed, not merely transfer trust from one attractive wrapper to another.

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 →Hidden practices
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