Have more people understand Adobe and its belief. Extend the brand awareness and positive perception to a broader audience, the usual “non-creators”.

Have the “non-creators” experience the joy of “creation”, and become brand advocates. Generate interest to Creative Cloud and Adobe’s creative solutions.

Design an experience where there is no need for knowledge or technique, but anyone could enjoy “creation”.

Having your own original font can become a starting point of being creative.

Create a digital installation realizing live action into fonts. An installation where anyone could just move their own bodies and it would give shape to their messages and imagination with their own original font. These fonts can be shared with others. We implemented live events where anyone could participate in, and experience the joy of “creation” with this digital installation.

Over 50,000 participants enjoyed Adobe’s memorable events. It spread smiles over the faces of participants and created huge buzz.

Over US$1.3million worth of publicity was generated and “Font Me” became a top topic in social media. Many people also accessed “Font Me” online, and became brand advocates together with the event participants.

Research showed a lift in brand awareness, perception and interest scores, and the launch of Adobe Creative Cloud was a great success.

Having their own original font motivated users to become creative, build an emotional bond with Adobe, and continue and enhance usage of Adobe’s creative solutions.