Creative Day Afters

The Creative Day Afters Guide helps strategists and creatives unlock the overlooked emotional space that follows a big moment. Whether it’s a cultural hangover, a silent contradiction or just the real work no one talks about, this guide shows you how to make “the day after” your brand’s perfect moment to show up.

What’s Inside

• 4 creative tactics for post-moment campaigns that hit harder because they’re late
• Campaigns from Hilton, Nike, Mint Mobile, Humanity & Inclusion, Interflora and more
• GPT prompts to surface the emotional or cultural gap that follows hype days
• A cheat sheet for finding tension, showing truth, or flipping the timing window

Sneak Peek: Satirise the Cultural Hangover

Brief: Acknowledge the nation’s post-party comedown.

Hilton’s “Do Not Disturb” campaign dropped the day after the BRIT Awards, with a massive hotel banner begging for peace, quiet and recovery. It captured exactly how the country felt—and made Hilton feel like the only brand in on the joke. Other brands captured the cultural aftermath too:

• Mucinex spotlighted fake sick days with its “#SuperSickMonday” post-Super Bowl stunt.
• Nike showed marathoners limping in its bittersweet “Stairs” film—soundtracked with “Love Hurts.”
• Mint Mobile cast a washed-up Santa in January, satirising seasonal irrelevance.

Each one showed up when everyone else had already moved on—and stole the moment by doing so.