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Adobe, San Jose, California, United States: The Adobe 'I Love You, Acrobat' Launch

Company: Adobe, San Jose, CA
Nomination Submitted by: Golin
Company Description: Founded 40 years ago on the simple idea of creating innovative products that change the world, Adobe offers groundbreaking technology that empowers everyone, everywhere to imagine, create, and bring any digital experience to life. From students to creative professionals, and from small businesses to the world’s largest enterprises, our customers are using Adobe products to unleash creativity.
Nomination Category: Video Categories
Nomination Sub Category: Social Video
2024 Stevie Winner Nomination Title: The Adobe 'I Love You, Acrobat' Launch
  1. Briefly describe this entry’s communications objectives and how it met those objectives (up to 200 words):

    Total 177 words used.

    “I Love You, Acrobat”: The follow-up and centerpiece of the campaign was a comedic commercial—aka the ad he signed on to do in “Fresh Scallops.” In it, comedian, actor, and producer Hasan Minhaj is a man on a mission to liberate people from paperwork and set them free with Acrobat. Throughout his over-the-top interactions with employees he demonstrates how Acrobat is an all-in-one problem solver. It hits on pain points that Acrobat solves in a much more immediate and entertaining way. The comedy escalates throughout, escalating the elegance with which Acrobat solves problems. Super entertaining social-first content flows out of this concept that will be hard to skip.

    Social audiences responded incredibly positively to this campaign, driving more than 29M+ engagements on social channels and 99% positive sentiment upon campaign launch (Talkwalker). Acrobat’s Instagram engagement rate increased 202% during the campaign launch month, and doubled the industry average engagement rate versus typical Tech & Software industry (Rival IQ). There were over 130,000 unique users clicked the campaign landing page, driving 167,000 total page views.

  2. The date on which this nominated production was first distributed or otherwise made public:

    June 12th, 2023

  3. Optionally you may list the creative and production credits for your nominated production - the people who helped to bring it to life: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

    Creative: Adobe Studio

    Writer / CD: Brennan McNally

    ECD: Jeff Teicher

    Managing CD: Celeste Lam

    Senior Producer: Amanda Claire

    Social Director: Lauren Friedman

    Senior Advertising Manager: Caitlin Shapiro

    Marketing Manager: Emily Young

    Campaign Strategy: Courtney Willner

    PR: Brian Domingo

    Senior Studio Manager: Alex Barlow

    Designer: Brian Hoffman

    Production Company: Ladybug Films

    Writer / Director: Josh Soskin

    Production EP: Grace Jackson

    Line Producer: Tom Martin

    Editor: Jon Grover

    Assistant Editor: David Soto

    Post Producer: Diana Méndez

    Post: Cut & Run

    Color: Dimitri Zola, Trafik

    Sound/mix: Peter Lapinski, Lime

    VFX: Todd MacMillan

Attachments/Videos/Links:
The Adobe 'I Love You, Acrobat' Launch
MP4 Hasan_Minhaj___ILYA.mp4