Cannes Lions

Adobe x Keith Haring

ADOBE SYSTEMS, Munich / ADOBE / 2021

Presentation Image
Supporting Content
Film

Overview

Entries

Credits

Overview

Idea

We digitized the tools of artist and activist Keith Haring; his marker-pen, piece of chalk and graffiti paint and made them free to download. We partnered with contemporary artists like Shepard Fairey and Kate Moross to share and champion Haring’s legacy and inspire a new generation of artists to create art for positive change. We invited creatives everywhere, from professionals to hobbyists, to follow his lead and draw for a cause they care about. Thousands of artworks were submitted, each with a unique message — proving that art has the power to make the world a better, more inclusive place.

Execution

We started by digitizing Haring’s tools; working together with The Keith Haring Foundation and digital artist Kyle Webster, we created 28 Keith Haring brushes: his marker-pen, piece of chalk, graffiti paint etc and made them free to download. Making these tools available to all, we were able to position Adobe as a champion of the democratization of art. To spread the word, we created an animated film telling Haring’s story. The film was illustrated using only the digitized brushes, by a team of illustrators, editors and designers who collaborated digitally from across the global, over just 3 weeks. To launch the campaign, we partnered with contemporary artists like Shepard Fairey and Kate Moross who shared and championed Keith Haring’s mission. The campaign lived online and spoke to a new generation of (digital) artists, who we invited to draw for a cause they care about. Hundreds of thousands of artworks were submitted, each with a unique message — proving that art has the power to make the world a better, more inclusive place. And that Keith was right all along: Art is for Everybody.

Results:

Impressions: 114,993,352

Video Views Starts: 32,925,662

Social Engagements: 4,953,013

Social mentions: 22,160

Landing Page Visits: 448,435

Brush Syncs: 47,557

Contest Submissions: 1,825

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