Adobe needed a local APAC campaign to promote their flagship product Photoshop, with an activation that would build relevance for our target audiences and drive product uptake. Their global TVC campaign ‘Your World Your Canvas’ was a good start, but we needed something more local.
Taking visual cues from Your World Your Canvas, we turned this statement into a reality for Asian creatives by turning ordinary photos of APAC locations similar to the ad into downloadable cityscape templates for users to customise.
Led by illustrators, artists and designers from Australia, Korea and the Philippines, who transformed these photos into works of art, users submitted their own entries in their hundreds.
Visits to the landing page reached an all-time high, both in terms of numbers and engagement on site.
The results were so strong, we ended up sharing our winners’ artworks across subway stations in Seoul and in Australian Students Unions, extending the campaign well beyond competition closing date. We even reopened the competition due to popular demand, making it an evergreen initiative.
The campaign was nominated for Best B2C Campaign at the 2022 Mumbrella CommsCon Awards
Client: Adobe
Agency: WE Communications Australia
Media Partners: Isobar & Forward PMX
Client: JB Saulnier
Creative Director: Mike Nikotin
Animatior: Alvin Zhong
Account Manager: Renee Sundgren
Design Support: Angela Edwards
Usage of imagery via competition winners agreeing to competition T&Cs. Subway imagery kindly supplied by Forward PMX
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