Adobe EXPERIENCE CLOUD
A fully integrated B2B awareness campaign devised for the 2020 National Student Advertising Competition. The client was Adobe Experience Cloud for Advertising, Adobe's adtech software. I served as an art director on the creative team. In addition to partnering with the creative director to construct the look and feel of the campaign, I also led the conception and execution of the brand activation and PR luncheon.
This campaign introduces the Adobe Experience Cloud for advertising as the crossroads between human and artificial intelligence that promotes business growth through relevant brand experiences. The big idea: Advertising is irrelevant, unless it is at the right place, at the right time. Through our campaign executions, we exaggerated Adobe's targeting and insight capabilities to position AEC as the ultimate tool for brands to reach consumers effectively.
To kick off the campaign, Adobe implements a three-step process that gives agencies an experience delivered to them at the right place and right time. Incomplete billboards are placed near agencies across major cities. The puzzling advertisements, along with some strategic PR, generates buzz across the nation. To fill in the blanks, agencies receive a mailer from Adobe that allows recipients to complete the billboard with augmented reality technology. This is agencies cordial invite to an Adobe Experience Cloud for Advertising sponsored lunch event at rooftop venues.
To highlight Adobe's predictive software ability, ZodiAD will humorously share advertiser's daily horoscopes. The messages provide information customized to the multitude of roles within an agency — media planners, strategists, copywriters, etc. Introduced on the new Adobe Experience Cloud Instagram page, Adobe will periodically post general horoscopes. To unlock a daily predictive note from the ZodiAD, advertisers are encouraged to subscribe with their email, which will in turn generate leads.
Max Sarkisian, Nareh Vartanian, Tanner Evans, Zach Komorowski, Jonathan Douglas, Brooke Fredrickson, Andi Ives, Julianna Lindquist