A campaign based on a blockbuster action movie including a tension or problem that the product, brand or campaign topic helps to overcome. Act like a action movie director.

Action movie

A campaign that takes a tiny detail, moment or feature and makes it the hero of the story. Shows how something seemingly insignificant actually matters greatly, creating appreciation for overlooked aspects of the brand experience.

Amplify the Small

A campaign based on an analogy to the problem that the product solves. Act like a creative director.

Analogy

A campaign that uses a familiar comparison or metaphor to help people understand the problem the brand addresses. Makes complex or abstract issues relatable by connecting them to experiences people already know.

Analogy for the Problem

A campaign that uses comparisons or metaphors to explain how the product works or what it achieves. Helps people grasp the solution's value by relating it to something they already understand or appreciate.

Analogy for the Solution

A campaign that leverages social dynamics, peer influence or community expectations to encourage desired behavior. Uses the power of social proof, group norms or collective action to motivate individuals to act in alignment with the brand message.

Apply Social Pressure

A campaign based on the backstage of the product or service. It should be centered around how the product is made, what makes it special, where the ingredients come from, the passion of the people behind the brand. Let them hear the stories right from the makers' mouths.

Backstage

A campaign that reveals the behind-the-scenes processes, people or places that create the brand experience. Gives exclusive access to show authenticity, craftsmanship or the human effort behind the brand.

Behind the scenes

Consciously break a category rule or social expectation and make it the brand strategy. Breaking rules, if it makes sense, signals confidence and authenticity; attracts attention and respect. Steps: Map unwritten category rules. Choose one worth breaking – it must connect with brand values. Turn the violation into proof of brand courage. Variations: Breaking rules in price, communication, distribution or format. Tips: Do it with reason, not for shock; show how the change helps people. Examples: Burger King 'McWhopper'; Patagonia 'Don't Buy This Jacket'.

Break Rules

A campaign that deliberately uses unexpected visual aesthetics that break category conventions. Creates distinctiveness and attention by choosing colors, styles or design approaches that are unusual for the brand or category.

Break visual expectations

A campaign that champions a particular mindset, philosophy or way of being that aligns with the brand values. Celebrates intangible qualities like resilience, creativity, determination or optimism that the brand wants to inspire.

Celebrate an Attitude

A campaign that elevates an object, artifact or element that represents something meaningful about the brand. Transforms an ordinary or overlooked item into a symbol of the brand's values, heritage or purpose.

Celebrate a Symbol

Highlight and celebrate a specific, overlooked aspect that best represents the brand story. Changes perception and builds pride or identity around a detail. Steps: Look for specific emotions, behaviors, facts, people or places connected to the brand. Choose an aspect that brings a new perspective on what the brand stands for. Create a tribute, celebration or encouragement. Variations: Group celebration; highlighting a place; craft tribute. Tips: Use authentic voices; avoid empty 'celebrating'. Examples: Nike 'Nothing Beats a Londoner'; P&G 'Thank You, Mom'; Chrysler 'Imported from Detroit'.

Celebrate It

A campaign based on a challenge. Set a challenge the cause or supporters that never was attempted before. Do everything it takes to achieve the goal. The pursuit should make a compelling story.

Challenge

A campaign where the brand sets a bold internal challenge or commitment that demonstrates its values and dedication. The brand takes on a difficult task or makes a significant promise that proves its authenticity and commitment.

Challenge Yourself

A campaign that directly challenges the audience to take action, change behavior or reconsider their beliefs. Creates a call-to-action that invites participation and tests the consumer's commitment to the brand values or cause.

Challenge yout target group

A campaign based on a fictional character who will be the spokesperson for the brand and will feature in every piece of communication. Whether it's a celebrity a cartoon character or an actor representing the target audience with or without super powers.

Character

A campaign that collaborates with another brand to create something neither could achieve alone. Combines strengths, audiences or resources to deliver greater value and reach than either brand could independently.

Collaborate with another brand

A campaign that highlights differences and similarities between two or more elements to clarify the brand's unique value. Uses comparison to demonstrate superiority, reveal insights or create understanding through contrast.

Compare & Contrast

A campaign based on on a comparison. Compare present and the past, compare people, donors, circuumstances, compare the cause to a normal state.

Comparison

A campaign that uses scientific methodology, testing or research to prove a point or reveal insights. Creates a controlled study or investigation that generates data, evidence or discoveries that support the brand message.

Conduct an Experiment

A campaign that invites people to test, try or experience the product firsthand. Creates opportunities for direct product interaction that allows consumers to discover benefits through personal experience rather than claims.

Conduct a Product Trial

A campaign that bridges different age groups, showing how the brand brings together people from different generations. Creates emotional resonance by highlighting shared values, experiences or memories that transcend age differences.

Connect Generations

A campaign that actively encourages people to contribute, collaborate or co-create with the brand. Makes the audience part of the story by inviting them to share, create or participate in brand experiences.

Consumer contest

A campaign that inserts the brand into an unexpected context, event or conversation where it doesn't naturally belong. Creates surprise and attention by appearing where the brand is least expected but can add value or perspective.

Crash Someone Else's Party

Transform the brand message into a tangible, new product or service. People remember what they can try; a concrete artifact dramatizes the message and brings PR effect. Steps: Write down customer pains or barriers. Come up with a product/service that solves or highlights them. Ensure it's unique or made in an unusual way. Launch it with trial possibility and media value. Variations: Creation from removed parts; limited editions; adding new service to product. Tips: Transform abstract ideas into physicality; involve partners; plan logistics before communication. Examples: 'The Swedish Number'; Burger King 'McWhopper'.

Create a Product

A campaign that establishes a new habit, tradition or ritual around the brand that people want to repeat. Transforms brand interaction into a meaningful, repeatable experience that becomes part of people's routines or celebrations.

Create a Ritual

A campaign that builds imaginary realms, characters or objects that represent the brand's values or message in an idealized form. Uses fantasy to escape reality and create aspirational narratives that inspire and engage.

Create Fantasy Worlds, People and Things

Give people a new role or identity that fulfills the brand idea. Roles encourage participation and storytelling. Steps: Define the behavior you want to support. Name and design the role (tools, rights, missions). Motivate and ritualize it. Variations: Temporary missions; peer selection; role hierarchy. Tips: Give clear tasks and visible impact. Examples: Community ambassadors; ecological 'rangers'.

Create Role

A campaign that uses time pressure, scarcity or limited opportunity to motivate immediate action. Makes people feel they need to act now or miss out on something valuable, creating a sense of urgency around the brand offering.

100 Creative Techniques Library