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 →

1117
Eyewear retail / 2017DEEPER STUDY · 6 MIN READ

How Do I Look?

Lenskart

Use a clear metaphor and reveal to explain an optional feature without obscuring sharing boundaries.

Explain an optional digital feedback feature A metaphor can make a feature memorable while leaving users confused about how it works. Identify the single action the audience should understand after the reveal: choosing an option, sharing it or receiving a response. Do not combine several unfamiliar functions in the same dramatic moment. Show enough of the real interface to connect the metaphor to a usable next step, and make clear which scenes are fictional exaggeration. Test unaided comprehension before asking whether people enjoyed the film. If viewers remember the celebrity’s behaviour but cannot describe the interaction, the entertainment is not yet doing the required explanatory 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 →Feature comprehension
1118
Wearable technology / 2021DEEPER STUDY · 6 MIN READ

Listen to the Noise Within / Suno Dil Ka Shor

Noise

Use the brand-name contrast to support a concrete choice while separating motivation from health evidence.

Connect a wearable brand with personal priorities Wordplay can create an immediate connection between a name and a proposition, but it should not carry the whole brief. Identify the decision the audience is being encouraged to make and the information needed to make it responsibly. A message about following an inner preference might fit choosing a creative activity, while being inappropriate for dismissing safety advice. Write down the boundary before developing scenes. A small brand can test several ordinary situations and retain only those where the line supports a clear, harmless choice. This prevents an adaptable slogan from expanding into categories where its meaning becomes misleading or potentially harmful.

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 →Personal autonomy
1119
Toys and creative materials / 2018DEEPER STUDY · 6 MIN READ

Open a Jar of Imagination: Show Possibility Without Promising a Finished Toy

Play-Doh

A recognisable container placed within a transparent imagined form made the gap between raw material and a possible creation the central visual idea.

Explain an open-ended material. A striking package or display can create a false expectation even when no sentence explicitly makes a promise. Ask people what they think is included before explaining the concept. Distinguish a demonstration prop, special promotional pack and standard retail item. If the idea requires that distinction to remain hidden, it is unsuitable as a product explanation. A small team can test a flat diagram first and add a plain contents statement. Clarity about what someone receives should survive the most memorable visual interpretation.

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 →Possibility versus contents
1120
Toys / 2019DEEPER STUDY · 6 MIN READ

Let’s Be Kids: Use Familiar Objects to Change the Adult’s Point of View

Fisher-Price

A brand world addressed adults through remembered objects, then used product stories to invite a different view of play.

Reintroduce a familiar category brand. A historical reference can reward recognition while leaving unfamiliar viewers outside the story. Provide a clear present-tense action that communicates the idea without prior knowledge. Test the concept with people who recognise the objects and people who do not, asking each to explain what the brand is inviting them to do. Avoid implying that a particular purchase defines a good childhood or that every adult should feel the same emotion. Acknowledging different experiences can make the invitation more generous without discarding the distinctive archive.

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 →Adult perspective
1121
Creative materials / 2024DEEPER STUDY · 6 MIN READ

Campaign for Creativity: Let an Archive Prompt a Present Conversation

Crayola

Reuniting adults with their earlier work turned a brand archive into a reason to discuss creativity, while leaving personal interpretation with the maker.

Make an archive relevant to a present conversation. Check provenance, ownership, condition and the basis for connecting an object with a person. Avoid presenting a tentative match as a confirmed reunion. Explain what the organisation knows and what remains uncertain, and let the person correct the record. A small team should begin with an item voluntarily supplied by an adult rather than searching for people from old personal records. The story becomes more credible when factual uncertainty is resolved before the creative team commits to a dramatic narrative that might be difficult to change.

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
1122
Industrial technology / 2003DEEPER STUDY · 6 MIN READ

Imagination at Work: Give a Broad Technology Promise a Small Participatory Form

General Electric

A corporate innovation platform combined broad storytelling with a simple drawing interaction, making an abstract idea something a visitor could try.

Broaden understanding of a diversified organisation. A simple interaction should make the campaign’s meaning clearer, not simulate a capability it cannot substantiate. Explain what the activity demonstrates and what remains outside it. A drawing tool can invite expression; it cannot validate a company’s research quality. For an adaptation, identify the one concept participants should understand after finishing and test that understanding directly. If people enjoy the tool but attribute a false technical claim to it, redesign the bridge between the activity and the business story before adding more features.

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 →Umbrella clarity
1123
Professional services / 2021DEEPER STUDY · 6 MIN READ

The New Equation: Make a Combination of Expertise Easier to Understand

PwC

A professional-services platform framed value as a combination of people and technology, asking the audience to understand how expertise works together.

Explain a multidisciplinary proposition. Choose one bounded problem and describe the distinct contributions needed to address it. Identify where one person’s work changes another’s decision, and avoid using diversity of job titles as a substitute for that connection. A small team can demonstrate collaboration with a simple before-and-after brief: what information became available, who interpreted it and what remained uncertain. This is more useful than claiming seamless teamwork without showing a handoff. Keep the example fictional unless the client has approved both the facts and their intended public 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 →Complementary expertise
1124
Professional services / 2013DEEPER STUDY · 6 MIN READ

Building a Better Working World: Connect a Purpose Line with Questions People Can Use

EY

A name change and purpose platform created a common direction, while a later questioning approach gave that broad ambition a more usable editorial form.

Make a broad purpose useful to professional audiences. Start with a decision the audience genuinely faces, then identify the uncertainty that prevents a useful next step. Avoid questions so broad that any answer would fit or so leading that they merely disguise a sales claim. A small professional team can draft several questions and ask an unfamiliar reader what information would be needed to answer each one. Keep the question separate from the organisation’s preferred solution. The strongest editorial invitation helps the reader think more clearly even if they do not become a client.

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 →Purpose to practice
1125
Conservation and visitor experiences / 2012DEEPER STUDY · 6 MIN READ

50 Things to Do Before You’re 11¾: Turn a General Intention into a Menu of Possible Actions

National Trust

A finite activity menu connected an outdoor invitation with practical choices and visible progress.

Make a general invitation easier to begin. Start with the barrier between an intention and a first attempt. If people already understand the general benefit, another motivational headline may add little. Offer a few clearly described options, including what each requires and how someone can stop. Order the choices for comprehension rather than making an arbitrary sequence feel compulsory. A small organisation can test a short paper menu before building an app. Ask whether an unfamiliar person can choose an appropriate next step without extra explanation, and record which practical questions the menu leaves unanswered.

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 →Action selection
1126
Higher education / 2010DEEPER STUDY · 6 MIN READ

That’s Why I Chose Yale: Make the Institution’s Presentation Style Part of the Message

Yale University

A deliberately staged musical made a familiar information-session format conspicuously different.

Present institutional character through a different format. A surprising genre is useful when it reveals something relevant about the organisation. Identify the characteristic before choosing music, comedy or spectacle. Ask what a viewer should understand beyond the fact that the team can produce an unusual film. For an adaptation, an organisation might show collaboration through the way a story is made rather than simply announcing that it values teamwork. Keep the performance recognisably constructed and avoid presenting scripted enthusiasm as spontaneous testimony. The format should carry meaning that survives a plain-language explanation.

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 staging
1127
Higher education / 2015DEEPER STUDY · 6 MIN READ

Unlimited: Put the Community’s Stories Ahead of the Institution’s Self-Description

Western Sydney University

An institutional rebrand used a connected set of alumni stories, regional communication and an open-day experience.

Make a changed institutional position tangible. Identify exactly what the organisation provided and what the person did independently. Keep those statements distinct in the script and supporting information. A compelling outcome is not proof that every participant will obtain a similar result. For an adaptation, prefer a modest, verifiable example of useful support over a dramatic claim of transformation. Invite the contributor to review how their role is represented and avoid making access to a service conditional on publicity. The audience should understand the relationship without being encouraged to mistake a selected story for a typical outcome.

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 →Contribution boundaries
1128
Logistics services / 2002DEEPER STUDY · 5 MIN READ

What Can Brown Do for You?

UPS

Use an established brand cue to introduce unfamiliar capabilities, then make the expanded offer easy to understand.

A familiar delivery brand needed to explain a broader service range. Identify the asset people already connect with the organisation, then test whether it remains recognisable in the new context. Do not assume every legacy element deserves preservation or that familiarity automatically transfers to a new capability. The cue should orient the audience while the message supplies fresh meaning. This is especially useful when a business has evolved faster than public understanding of its role.

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 →Capability understanding
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