CLIENTS: Adobe, IGNITE
RESPONSIBILITY: Strategy development.
LINKS: Cover Art Song, Movie Poster Movie Contest, Women In The House
ADOBE: Adobe was looking to encourage young creators, particularly college students, to be more bold in expressing their creativity. This led us to the Make The Leap messaging platform, leaning into the notion that what makes creativity is not the end result, but rather the messy process of arriving there.
IGNITE: IGNITE is a nonpartisan, nonprofit organization that works to encourage young girls to develop interests and pursue careers in politics. The Women In The House campaign was sparked by the insight that young girls feel most empowered to pursue careers in which they see representation they can relate to. The strategy built around that insight was to create a mechanism that enables young girls to see themselves in political leadership, and deliver the message through a medium that could make initiative feel fresh and exciting.
To encourage students to use Adobe Creative Cloud more, we partnered with Lil' Nas X, a Gen Z favorite and an artist who truly wears his creativity on his sleeve. We gave our audience a role in shaping his story by encouraging them to design a cover for a song that hadn't been made yet. Lil' Nas X then selected the design he liked most and created a song based on around those designs.
As part of our Make The Leap campaign, we gave our audience a chance to chase their Hollywood dreams through Adobe. We partnered with actor and director Zach Braff, and encouraged our audience to design a movie poster based on a short film idea of theirs. Braff eventually selected his favorite design, and worked with the winning student to create the short film.
In the spirit of the Make The Leap strategy, we partnered with eccentric rap star Tierra Whack to encourage our audience to use Adobe Creative Cloud to design an outfit for her national tour.
We partnered with artists Victoria Canal and Blimes to create a song evangelizing the power of women and the political potential they have. We also created a quiz that allowed young girls to fill in facts/interests about themselves, then see how they overlapped with those of prominent female figures in Congress.