Brief
With no media budget, Adobe wanted to promote its event Creative days and to move the brand image of Adobe from being seen as just a software provider, to becoming an enabler of creativity.
Strategy
The plan was to create a piece of content that would be innovative, fun and inspiring enough to reach our audience via social and news media. To make the content enforce Adobe’s position as a creative brand, we decided to highlight Photoshop – as it is Adobe’s strongest and most well-known brand – and showcase its creative potential.
Solution
Using custom built software, a hidden camera crew and one of the best Photoshop artist around, we created the video The Photoshop Live- Street Retouch Prank. In the video we captured the priceless reactions of unsuspected commuters who were secretly photographed while waiting for a bus, and then photoshopped into amusing positions and implied relationships in the poster ad inside the bus stop.
The YouTube-video reached 11 million views in 3 days, and is now at 15,726,683 views and counting. The stunt was featured on global media such as CNN, Al Jazeera and Fox, and spread around the world.