Adobe Creative Cloud
INDUSTRY: Creative Software WORK: Brand Platform and Go-to-Market
There’s a misconception that creatives have to create because it’s in their blood. The reality is they overwhelmingly create for peer and professional validation.
So for the launch of Adobe Creative Cloud my team decided to spend all our marketing dollars promoting the next generation of creatives (students) instead of the product itself. What was initially a launch campaign became a multi-year Adobe brand platform across film, digital, social, experiential and out of home.
We gave students the spotlight, unprecedented career opportunities, and direct access to the professional creatives they desire to be. Make it. turned students into stars and Adobe into the facilitator of student ambition. Awarded a Cannes Lions Shortlist for Engagement Platform, OBIE Best in Show, Gold OBIE for Business, Gold OBIE for Technology, and a Digiday Video Award for Best B2C Campaign