Title	THE ORIGINAL BRUSHES OF EDVARD MUNCH
Brand	ADOBE
Product/Service	PHOTOSHOP/CREATIVE CLOUD
Category	D03. Use of Social Platforms
Entrant	ABBY PRIEST Stockholm, SWEDEN
Idea Creation	ABBY PRIEST Stockholm, SWEDEN
PR	ABBY PRIEST Stockholm, SWEDEN
Production	ABBY PRIEST Stockholm, SWEDEN

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.

Campaign Success

Working closely with the conservation experts at the Munch Museum, each original brush was photographed in 360 degrees using ultra-high-resolution cameras, documenting all angles and details to create an accurate three-dimensional representation. Further, Munch’s artistic style and brushwork were closely analyzed by experts from the Munch Museum, and combined with laboratory data about the brushes’ attributes, including physical properties such as flexibility and bristle type.

Describe the success of the promotion with both client and consumer including some quantifiable results

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%

Explain why the method of promotion was most relevant to the product or service

The core unit of the campaign invites the Adobe community to interact with the product (Adobe Photoshop) at the same time as telling a brand relevant story and preserving an forgotten part of art history. The main KPI was to drive active use, and get the audience to discover digital painting within Adobe Photoshop – a KPI that was more than successfully met.

Adobe Photoshop CC offers many technical features and possibilities. But to get our target group (existing Adobe Creative Cloud subscribers and potential subscribers active within the creative field) 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’