Social and Influencer > Social
DREAM ON
GOODBY SILVERSTEIN & PARTNERS, San Francisco / ADOBE / 2015
Awards:
Overview
Credits
Overview
Execution
First, we curated artwork from Behance, Adobe’s community of four million people. Over 100 artists—selected on the basis of how they used Photoshop in breakthrough ways to express creativity—contributed their PSD files. The files were deconstructed, animated layer by layer and sequenced into an animation synced up with the lyrics to Aerosmith’s iconic song “Dream On.” The process took three weeks and used over 3,500 layers. The final product was not only a video but also a PSD file, which was released to the online design community. The online celebration launched on YouTube and rallied fans by directing them to a dedicated website that linked directly to the artists’ portfolios on Behance.
Outcome
The campaign made a strong social imprint from day one, garnering approximately 62,813,135 earned media impressions and 1.2 million organic views in the first 48 hours, helping artists dominate the conversation about the software. It also reached 23.3 million on Twitter in the first 12 days. The Behance gallery linking to the artists’ work got 200,000 views days. The celebration was also covered in Adobe Inspire, the Creative Cloud digital magazine and even turned into Photoshop tutorials. The campaign received 0% negative sentiment, even after airing on TV during the Oscars and during Mad Men premiere—which is unheard of.
Strategy
This year marks Photoshop’s 25th anniversary, and Adobe wanted to celebrate the software’s original release. But we didn’t want to focus on the past. Instead, we needed to inspire a new generation of artists to continue to bring their imagination to life in new ways using the software—and to steer the conversation away from digital fakery and twisted beauty standards.
We didn’t want to talk about inspiration. We wanted to straight-up inspire people to dream crazier dreams. So we decided to do something that hadn’t been done yet.
THE IDEA: Celebrate Photoshop using only Photoshop—a celebration made entirely with Photoshop files and the help of the Photoshop community. The celebration is effectively a PSD file that is also a video. And vice versa.
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