Adobe Creative Cloud is the world-leading producer of digital creative tools. In 2017 they wanted to Inspire a new generation of creative professionals to paint digitally. With the aim to enhance Adobe’s brand vision of 'thought leadership in creativity’, increase active use in Photoshop CC and generate new subscribers.

Adobe Photoshop CC offers many technical features and possibilities. But to get our target group to paint digitally, we needed to create something with a soul, something unique beyond the technology and software.

Implementation:

The unique Photoshop brush set was launched using an influencer program and by creating press releases, pitching the news story in target media.

The brush kit was also supported by a set of campaign units designed to enhance the story, create engagement and spark conversations. These units included documentary imagery, a campaign video, digital painting tutorials, a campaign site, live streamed digital painting workshop with a few of the world’s best digital artists, a global digital painting competition and a special exhibition at the Munch Museum in Oslo.

The campaign was tactically executed on a global scale by focusing on key media and influencers on local markets (EMEA, US, Asia).

Timeline:

June 2017 - September 2017

Scale:

Global