Insight1 min readLaboe Studio
How does one campaign idea survive five formats?
Direct answer: Lock the idea and its hierarchy, then re-cut crop and rhythm per channel.
A campaign is one idea that has to land in a square feed post, a point-of-sale static, a story and an in-app banner. What stays fixed is the idea and its hierarchy — what the eye reads first, second, third. What changes is the crop, the density and the rhythm of each format.
From our work
For Ribena's finale contest, the key visual and the mechanics version share one scene — the same purple-washed kampung backdrop and talent trio — with the static reworked around a central panel holding prize tiers, a three-step 'how to win' row and a QR code, so social and point-of-sale use one system. OVER's product series does the same across months: the product centre frame, feature callouts in translucent panels, and the OVER mark with a headline-plus-one-liner structure repeating on every post while colour and mood change per product.
When this matters: Any launch that runs on more than one channel. Design the hierarchy before the first format, or every adaptation becomes a redraw.
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