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 →

1093
Telecommunications / 2012DEEPER STUDY · 5 MIN READ

Connected: Give a New Network a Familiar Human Metaphor

EE

A familiar cultural connection game gave a new communications brand an immediate narrative structure, with a performer whose name was integral to the idea.

Introduce a new communications identity. Describe what the person contributes beyond recognition. A relevant skill, history or cultural association can give the story a useful structure, but permissions and accurate representation still matter. Do not assume that a public persona authorises any implied endorsement. A small team can test the logic using an original fictional guide before considering a performer. If the concept becomes incomprehensible without fame, examine whether it explains the service or merely depends on borrowed 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 →Relevant celebrity role
1094
Telecommunications / 2002DEEPER STUDY · 6 MIN READ

Test Man: Turn an Abstract Quality Claim into a Repeatable Question

Verizon Wireless

A repeated question made network reliability easy to recognise, while the distinction between a staged advertising test and real technical evidence remained essential.

Make service quality easy to recognise. Translate the quality into something a person can understand, such as whether information arrives clearly or whether a promised step is completed. Avoid a question that sounds persuasive but cannot be answered meaningfully. State what a positive answer would establish and what it would leave unresolved. This helps the team create a simple message without collapsing several different performance dimensions into one unqualified impression of being better.

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 →Repeatable question
1095
Telecommunications / 2013DEEPER STUDY · 6 MIN READ

Pony: Give People a Small Creative Choice Worth Sharing

Three UK

A playful film became a customisable object, letting people add a small personal choice before deciding whether to share it.

Connect the brand with enjoyable online exchange. Choose options that visibly change the result while preserving a coherent experience. Too many controls can turn a light invitation into a task that only enthusiasts finish. Test whether people understand each choice and can undo it easily. A small team can prototype the interaction with static cards before building software. The purpose is to give the participant a sense of authorship, not to maximise the number of possible combinations for a launch statistic.

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 →Small creative choices
1096
Culture and museums / 2021DEEPER STUDY · 6 MIN READ

The Met Unframed: Connect Close Looking with a Digital Take-Home Moment

The Metropolitan Museum of Art / Verizon

A temporary mobile experience linked gallery exploration with a personal digital encounter, while offering different capabilities on different connections.

Help people explore a cultural collection digitally. Choose a detail that helps a visitor form a question about the work, not merely locate a hidden target. Provide an explanation after the choice and allow someone to continue without answering correctly. A timed score may favour quick interface use over thoughtful observation. Test whether people can describe something they noticed later, without requiring them to repeat the museum’s preferred interpretation. A useful activity can accommodate uncertainty and more than one defensible response while still making the next step clear.

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 →Close looking
1097
Culture and public engagement / 2013DEEPER STUDY · 6 MIN READ

Art Everywhere: Put Cultural Discovery Along an Everyday Route

Art Everywhere

An outdoor exhibition used familiar advertising locations to create an encounter with art before asking people to visit a cultural institution.

Introduce cultural works outside a museum visit. A poster beside a busy route is not a gallery wall. Consider viewing distance, dwell time, readability and whether the placement allows a safe pause. Keep essential attribution legible without requiring a scan. Avoid prompts that encourage people to use a device while moving through a hazardous environment. The first encounter should be complete enough to reward attention on its own, with additional information offered as a voluntary next step. Evaluate the physical setting rather than assuming that a beautifully designed file will work equally well everywhere.

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 →Encounter design
1098
Culture and participation / 2020DEEPER STUDY · 6 MIN READ

Getty Museum Challenge: Give Creative Participation a Small, Legible Constraint

Getty Museum

A simple household-material constraint invited people to reinterpret art, while crediting an existing participatory idea rather than claiming to invent it.

Make a creative interpretation task approachable. Begin with a task somebody can explain in one sentence and attempt without a purchase. Offer an example that clarifies the process without establishing an intimidating standard. A participant should understand that an unfinished or private response is acceptable. Test the invitation with people who do not already identify as creative, and listen for uncertainty about what counts. A simple rule can reduce decision effort, but rigid enforcement can recreate the same intimidation that the invitation was meant to remove. Preserve a comfortable way to adapt or decline the 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 →Small creative constraints
1099
Payment network / Date not verifiedDEEPER STUDY · 5 MIN READ

It’s Everywhere You Want to Be

Visa

Build a lasting promise around the customer’s intended destination, then update what the destination means.

A payment network needed a meaningful way to communicate acceptance and access. Write a simple chain from a customer’s intended activity to the specific service contribution. Avoid claiming responsibility for the entire outcome when the brand enables only one step. This makes the creative more credible and helps determine which examples belong in the campaign. A payment network, for instance, can support a transaction without guaranteeing the quality, success or emotional value of the purchase itself.

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 →Enabling role
1100
Digital payments / 2016DEEPER STUDY · 5 MIN READ

New Money

PayPal

Use a sharp category contrast to introduce a changed company, then explain the practical offer without caricature.

PayPal needed to express its identity as an independent company. Choose a concrete process difference rather than presenting one category as modern and another as obsolete. Explain what changes for the user and what remains subject to conditions. This can still produce a forceful creative idea, but it avoids asking the audience to accept a cultural label as evidence. A clear comparison also helps reviewers identify where the imagery overstates the practical distinction.

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 →New identity
1101
Payment services / 2016DEEPER STUDY · 5 MIN READ

Smoooth

Klarna

Translate an abstract service quality into a distinctive sensory metaphor without letting the metaphor erase obligations.

Payment services needed a recognisable identity beyond functional checkout language. Choose a specific attribute such as clear navigation and find a visual action that expresses it. Avoid allowing a pleasant sensory treatment to imply that every dimension of the service is equally effortless. Test the association explicitly: ask what viewers think the metaphor promises. Their answers can reveal whether a narrow intention has become a much broader and unsupported expectation about outcomes.

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 →Intangible benefit
1102
Banking / 2021DEEPER STUDY · 5 MIN READ

Set Yourself Free / Here to Change

Starling Bank

Make an invisible feeling of reduced administrative burden visible, then explain the actual process and its conditions.

A digital bank wanted people to reconsider an established banking routine. Identify the specific administrative friction the communication addresses and check that the service can actually reduce it under stated conditions. Avoid presenting a general feeling of freedom as evidence of savings or suitability. The more extravagant the visual metaphor, the more important this grounding becomes. A clear burden also helps the team decide what information viewers will need immediately after the film.

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 →Administrative burden
1103
Financial services / 2016DEEPER STUDY · 5 MIN READ

Voices Nationwide

Nationwide Building Society

Let commissioned contributors express a relevant human subject in their own craft, without presenting their voice as independent product advice.

A mutual financial organisation wanted to express community values through human voices. Define the subject, boundaries and intended audience while leaving meaningful room for the contributor’s craft. Agree payment, attribution, usage and review arrangements before production. If the only acceptable output is a promotional claim written in an unusual style, the project is not genuinely using an independent creative perspective. Be honest about that distinction when briefing both the contributor and the eventual audience.

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 →Creative authorship
1104
Gaming / 2013DEEPER STUDY · 5 MIN READ

Greatness Awaits

PlayStation

Turn a launch film into an explorable world where participation rewards attention to the creative idea.

A console launch needed an engaging expression of the PlayStation proposition. Identify which details can reward a second look before production, rather than adding hotspots after the film is finished. Each discovery should reveal something relevant about the creative world or the product. This creates a more coherent experience and reduces the risk that interaction feels like an unrelated promotional game. Test the underlying information architecture before investing in elaborate motion or effects.

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 →Meaningful discovery
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