Adobe
The Original Brushes of Edvard Munch
Adobe wanted to inspire and engage a new generation of artists around the world, encouraging them to find their own creativity using the tools of a master. The campaign's purpose was to generate new subscribers to Adobe Creative Cloud and to deepen engagement with its target audience of creatives.
Challenge
Adobe wanted to inspire and engage a new generation of artists around the world to find their own creativity with the tools of a master. The campaign had two jobs: generate new subscribers to Adobe Creative Cloud, and deepen engagement with its target audience of creatives. The tools in question were the paintbrushes of Norwegian master Edvard Munch, more than 100 years old and fragile.
Solution
In collaboration with the Munch Museum in Oslo, we digitized more than 100 of Edvard Munch's original paintbrushes. Each brush was photographed through 360 degrees with ultra-high-resolution cameras, capturing every angle and detail for an accurate three-dimensional representation. The fragile originals became an exclusive brush set for Photoshop CC. Working with Photoshop brush maker Kyle T. Webster, we made it available to Creative Cloud for Photoshop and Sketch users worldwide.
Results
The brush kit was downloaded 40,500 times, 3,950% over its goal of 1,000. Adobe Creative Cloud received almost three times the subscribers estimated. Gross reach hit 1.3 billion, 401% of target. Brand engagement rose 25% among the campaign's target audience and 73% among people who downloaded the kit. Sources: the ABBY.WORLD case study and the Adobe User Brand Engagement Scorecard.
