THE ORIGINAL BRUSHES OF EDVARD MUNCH

ClientADOBE
Category A07. Financial Products & Services, Commercial Public Services, B2B Products & Services
TitleTHE ORIGINAL BRUSHES OF EDVARD MUNCH
Product/ServicePHOTOSHOP/CREATIVE CLOUD
Entrant ABBY PRIEST Stockholm, SWEDEN
Idea Creation ABBY PRIEST Stockholm, SWEDEN
PR ABBY PRIEST Stockholm, SWEDEN
Production ABBY PRIEST Stockholm, SWEDEN
Credits
Name Company Position
Pontus Widell Abby Priest Art Director
Anders Hellström Abby Priest Copywriter
Oskar Hellqvist Abby Priest Creative Director
Niklas Crona Abby Priest Project Manager
Andreas Morne Abby Priest Chief Executive Officer
Anna Rose Adobe Marketing Manager

The Campaign

In collaboration with the Munch Museum in Oslo, we digitized the over 100-year-old original paintbrushes of Norwegian master painter Edvard Munch, creator of the world-famous painting ’The Scream’. The fragile originals were transformed into an exclusive set of Photoshop brushes to inspire and engage a new generation of artists to paint like a master, using a piece of art history.

Creative Execution

Working closely with the experts at the Munch Museum, each original brush was scanned in 360 degrees, to create an accurate three-dimensional representation. Munch’s artistic style were closely analyzed by experts from the museum, and combined with data about the brushes’ attributes, including physical properties e.g. flexibility and bristle type. The process of turning the data and scans into Photoshop brushes was performed by Kyle T. Webster, the world’s foremost authority on Photoshop brushes. Together with the museum experts, Kyle transformed the data into digital representations of Munch’s brushes, capturing the exact shape and attributes of each brush. The unique brush set was made available for free and distributed globally via Adobe’s channels. During the 4 month campaign period the brush kit was supported by a number of campaign units including: press release, imagery, video, tutorials, website, live streamed digital painting workshops, digital painting competition, influencer program, and an exhibition.

Target: 1000 brush set downloads. Result: 40 500 brush set downloads. Exceeding target by 3950%. Target: 12 000 new Adobe Creative Cloud subscribers. Result: 35 000 new Adobe Creative Cloud subscribers. Exceeding target by 292%. Target: 250 000 000 gross media impressions. Result: 1.03 billion gross media impressions. Exceeding target by 401%. Adobe User Brand Engagement Scorecard showed that individuals who encountered the campaign showed an increased brand engagement by 25% compared to the control group. Individuals who downloaded the brush set increased brand engagement by 73%. Besides the main KPI’s a number of other parameters was measured. – Traffic to the campaign site exceeded target by 54% – Number of campaign video views exceeded target by 722% – The competition that was made as a part of the campaign received 44% more contributions than expected. – The number of interactions in Adobes social channels exceeded target by 611%

Adobe Photoshop CC offers many technical features and possibilities. But to get our target group (creative professionals) to paint digitally, we needed to create something with a soul, something unique beyond the technology and software. Our solution was to provide the professional Adobe community with an asset that enhanced their brand vision of 'thought leadership in creativity’