Adobe’s advertisement for their stock photo service won the award for Best Animation and Illustration for Digital Marketing
Creativity is the soul of branding and advertising. It is what gives life to messages about products and services that may otherwise be considered boring or insignificant in the hearts and minds of target customers. Hence, it is always advisable for advertisers to turn to advertising agencies for design and development of ads campaigns.
In this case, Adobe turned to Goodby Silverstein & Partners to draft a campaign for stock photos that Adobe had recently rolled out, which is integrated with Photoshop. The main challenge with this campaign was to put the generic, everyday stock photos in a creative light and they did so by helping creatives understand how Adobe Stock lets you use images faster and easier than ever before; with their campaign – “Make a Masterpiece”.
The campaign challenged four digital artists to take lost masterpieces by Caravaggio, Rembrandt, Kahlo and Vermeer and re-create those using only Adobe Stock images. The result was re-creations of lost masterpieces—made from thousands of different stock photos—that could pass for originals. When creatives explored these masterpieces, they saw how easily they can access Adobe Stock images without ever leaving Photoshop. This epiphany encouraged them to not only re-create work with stock images in a brand-new way to create something amazing but also pushed them to use Adobe Stock images over any other source.
The “Make a Masterpiece” online experience is housed at adobestockmasterpiece.com, where people can also view individual stock images that were used by artists, such an extensive masterpiece then motivated others to try out stock images as well and the effect worked like dominoes.
It is an established notion that no creative enthusiastically loves learning about, working with or looking for stock photography. But every creative loves art and this campaign used that premise to inspire artists. “Make a Masterpiece” showed creatives every Photoshop layer it took to re-create each masterpiece. There they saw not just stock images but what those stock images could become with Adobe Stock. By challenging other digital artists to re-create the masterpieces, creatives were enticed to go deep and learn exactly how these re-creations were made,
thereby sparking their curiosity. Rightly so, this campaign earned an award for Best Animation and Illustration for Digital Marketing.
Clearly, one can’t argue how integral it is for advertising and marketing campaigns to get creative in their approach.
