ADOBE - HOVERING ART DIRECTOR

ClientADOBE
Category B02. Promotional Item Design
TitleADOBE - HOVERING ART DIRECTOR
Product/ServiceADOBE STOCK
Entrant ACHTUNG!mcgarrybowen Amsterdam, THE NETHERLANDS
Idea Creation ACHTUNG!mcgarrybowen Amsterdam, THE NETHERLANDS
Production HOBBY FILM Amsterdam, THE NETHERLANDS
Production 2 JELMAR HOEKSTRA Amsterdam, THE NETHERLANDS
Production 3 AMBASSADORS Amsterdam, THE NETHERLANDS
Production 4 YUM YUM LONDON London, UNITED KINGDOM
Production 5 EGOTRIBE Amsterdam, THE NETHERLANDS
Additional Company ROY BEMELMANS Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Mervyn ten Dam Achtung !mcgarrybowen Creative Director
Sven Vening Achtung !mcgarrybowen Business Director
Jasper Janssen Achtung!mcgarrybowen Senior Creative
Niklas Kristensen Achtung!mcgarrybowen Senior Creative
Chris Mezofi Achtung!mcgarrybowen Design Director
Daniël Sytsma Achtung!mcgarrybowen Creative Director
Michael James Phillips Achtung!mcgarrybowen Creative
Bert Marissen Achtung!mcgarrybowen Creative
Alexis Jabbour Achtung!mcgarrybowen Creative
Gerben van der Zwaard Achtung!mcgarrybowen Strategist
Esther Kroes Achtung!mcgarrybowen Producer
John Gerard Achtung!mcgarrybowen Producer
Suzanne Whittaker Achtung!mcgarrybowen Producer Trainee

The Campaign

Adobe Stock is pretty much the same as any other stock. Except, it’s embedded in Photoshop so designers can work faster. Why would they care? Because the biggest barrier in delivering highly creative output is the combination of time pressure from ridiculous deadlines and perfectionist art directors slowing down the creative process. From now on, designers can finally keep up with their most intrusive co-workers: hovering art directors So we brought the most well known creative industry stereotype to life and created The Hovering Art Director. Famous for having more ideas than any designer can keep up with, micromanaging and taking up time with last minute improvements. As designers love toys, we turned the stereotype into vinyl. The very first designer toy that can give feedback on designs (even if you didn’t ask for it). Oh, and it’s the ultimate foot-in-the-door item for Adobe Stock.

Creative Execution

The first shipment consisted of 3000 Hovering Art Director designer toys. We worked with a well respected toy design studio, to make sure what we offered lived up to designers’ high standards. Just like every premium designer toy, we executed the Hovering Art Director in high-quality vinyl. The character was based on a combination of Art Directors we’ve worked with throughout the years. Key elements were his limited edition sneakers, his cup of soy latte macchiato and a Moleskine full of award winning ideas in his back pocket. The designer toy comes in Adobe-branded packaging that’s custom designed down to the very last detail to match the Hovering Art Director’s cooperative personality. It’s equipped with a built-in speaker with 18 lines of pure hovering wisdom, capable of commenting on people’s creative work, which gives it a relevant role when using Adobe Stock and other Adobe products.

Indication of how successful the outcome was in the market

Reach We managed to qualitatively reach 18,5 million impressions within the creative industry worldwide (in completed views). Engagement Not only did we managed to reach them, we also engaged them around the product: we had an engagement rate of 3.26%, over three times higher than the industry average, with a positive sentiment on all three target groups (100% positive score) and a social view completion rate twice the benchmark. Over 3000 designers willingly put an Adobe-branded design toy on their desk, so the toy can be seen as the ultimate foot-in-the-door item. Conversion This converted into 12,6%% leads, and the webinars attracted nearly 700% more participants than strived for. Besides all that, one thing’s for sure: there is no valid reason to complain about not being able to keep up with hovering art directors anymore.

Adobe CC (including Stock) is used in the creative industry, primarily by designers. Research shows that designers are key influencers for stock purchasing. Especially in SMB’s there’s often no dedicated procurement for stock: it’s actually the designers who decide what provider is used. Therefore we opted for an approach that directly targeted the culture of designers and creatives. Many designers are fans of collectible designer vinyl toys; you can find them in any design agency. Knowing this, we targeted them by offering them a limited edition vinyl toy. But, the average designer also deliberately knows what he does and doesn’t like. Therefore, deciding to bring the Hovering Art Director to life, we knew one thing for sure. It had to be an attention-grabbing-jealousy-sparking-I-totally-want-this-on-my-desk-collectors-item. So, crafting for perfection in both concept and execution was necessary. It needed to be a designer toy designers would actually want to have on their desk.