For the launch of the new Creative Suite pack of design programmes, Adobe wanted to organise a presentation event aimed at creative and art directors from the main agencies. But how could they get the target to take notice and make sure they came to the event?

By understanding the everyday topics in the agencies, the creative strategy centred on ensuring the complicity of the target by transforming the principal benefit of the product (speed) into a solution to long working hours at the agency. We sent them an announcement mailing that would catch their eye right from the start. The message on the outside read: "Don’t let the accounts people see this." Inside was a fake cardboard creative, to place on their chairs. So now they could finish their campaigns in half the time and leave the agency much earlier, and unnoticed.

We obtained a total attendance of 21% of the target, 57% more than the goal of 12% fixed by the client.