"Your challenge is to take the existing identity for Adobe Creative Cloud, and remix and reimagine it for a youth audience. Then, devise a launch campaign that's inspiring enough to appeal to this group.

 

This is an opportunityy to come up with a truly creative and holistic brand campaign, across every aspect of the marketing mix, for a product that enables you to do anything. The only limit is your imagination."

In order to establish a creative concept for Adobe Creative Cloud, it was important to define the unique selling point. Through extensive research about the brand and target audience, it was arrived to the conclusion that the essence of Adobe Creative Cloud is the fact that their software is always up to date. By being a part of the creative cloud community, one would always be equipped with the latest software.

 

Our chosen message would play on the idea of expiration or being outdated. The “delay is decay” campaign subtly suggests that if you are not part of the Creative Cloud community, you are not up to date and essentially expiring. 

 

A collaboration between Adobe Creative Cloud and La Tomatina, the tomato throwing festival in Spain.

Adobe Creative Cloud is proposed with the idea to endorse this event.