Adobe

I was a part of Mizzou's National Student Advertising Competition team as my senior year capstone. The competition enables students to learn about the advertising campaign process by developing a campaign for a real client. Each year, a client provides an assignment outlining the history of its product and current challenge. Adobe was the 2020 client. Our team conducted research, constructed a 20-page plan book, and pitched our campaign to Adobe and received third place in the nation after winning at both the district and regional level.

THE ASK:

• Raise awareness of Adobe as the leading, independent adtech provider with our target audience at companies and agencies spending $1M+ annually on digital advertising

• Would like to be #1 Ad tech provider (#3 after Google and Amazon)

• Be in the top three for share of voice for earned media

• Drive 50,000 visits to Adobe.com and Advertising Cloud

• Increase advertiser persona contact for target accounts

MY ROLE: GRAPHIC DESIGNER

• Develop style guide within Adobe brand guidelines

• Work alongside copywriters to bring the team's creative big idea and deliverables to life

• Create illustrative elements to use in plan book and throughout tactics

Our campaign's creative strategy aligns with Adobe's bold personality while personalizing and simplifying the immense complexity of programmatic adtech.

TACTICS

PR BOXES:

We created promotional boxes filled with branded products that are both practical and shareworthy. From the box design to the items inside, each box offers ArchiTechs tangible representations of the Digital Dreamscape. We will send three types of promotional boxes over the course of the campaign: one designed for companies, one for Adobe Summit attendees and one for ad industry influencers. We hope to make ArchiTechs feel understood – just as Adobe Experience Cloud for Advertising helps them understand their consumers. The design hints at the Digital Dreamscape we have created, encouraging ArchiTechs to consider Adobe Experience Cloud for Advertising.

AR BILLBOARD:

Adobe asked us to use OOH advertising – for such a niche market, we wanted to create a tactic that would not only reach ArchiTechs, but also gain PR coverage. Due to the bold colors and unique nature, this AR billboard strategically placed in business districts of New York and San Francisco, would do just that.

LANDING PAGE:

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