LUKOMORYE RETOLD

TitleLUKOMORYE RETOLD
BrandADOBE
Product/ServiceADOBE CC
Category A02. Digital Illustration
Entrant DENTSUACHTUNG! Amsterdam, THE NETHERLANDS
Idea Creation DENTSUACHTUNG! Amsterdam, THE NETHERLANDS
Idea Creation 2 DENTSUACHTUNG! Amsterdam, THE NETHERLANDS
Production BAKEHOUSE Moscow, RUSSIA
Credits
Name Company Position
Sam Souen dentsuACHTUNG! Creative Director / Art director
Kika Douglas dentsuACHTUNG! Executive Creative Director
Tanya Ponomareva dentsuACHTUNG! Creative Concept
Claire Ijsbrandij dentsuACHTUNG! Creative Team
Jessie de Boe dentsuACHTUNG! Creative Team
Marc Elbers dentsuACHTUNG! Agency Producer
Maaike Stellink dentsuACHTUNG! Account Director
Dima Maseykin Bakehouse Moscow Lead Art Director
Sophya Katulska Bakehouse Moscow Executive Producer
Rita Marinina Bakehouse Moscow Line Producer
Alya Lugovaya Bakehouse Moscow Head of Production
Kostya Korobkin Duffus Bakehouse Moscow Head of Production
Alexey Inozemtsev Bakehouse Moscow Motion
Cicero Cicero Bakehouse Moscow Motion
Kirill Khandurin Bakehouse Moscow Editor
Mikhail Fedoseev Bakehouse Moscow Photo / Video
Ksenia Kruchinsky Bakehouse Moscow Music
Dima Maseykin Daltonism Artist
Antonia Lev Antonia Lev Artist
Anton Reva Anton Reva Artist
Evgeny Zubkov Evgeny Zubkov Artist
Ilya Kazakov Ilya Kazakov Artist
Valentin Tkach Valentin Tkach Artist
Nadiia Zhelieznova Nadiia Zhelieznova Artist

Describe the creative idea

Russian creatives have a global outlook but are poorly represented on the world stage. They want to feel heard and seen. Using this tension, we developed a campaign in which we gave Russian creatives the world stage they deserve. Creativity has the power to help us reimagine our past and present to create a brighter future. Upcoming creatives were asked to re-imagine the famous Russian poem written by Pushkin that every Russian grows up with: Lukomorye. Each chapter of the story was re-imagined by a different creative, illustrating it in their signature styles using Adobe Creative Cloud. This way, Russian Customers could see the full potential of what Adobe CC has to offer and how the right tools can enable them to use their creativity to re-imagine an iconic topic. We gave some of the most promising Russian creatives a local, but also the global stage they deserve.

Describe the execution

GLOBAL OVERVIEW The scope of the campaign included a rich media mix at different stages and levels of the campaign. From invitation, to activation, to roll-out, Adobe managed to capture the attention of Russian creatives and make sure to display the work in a way that felt genuine to Adobe and the artistic integrity of the artists. Paid media (display, social, banners) PR Influencer activation ACTIVATION/COMPETITION The community activation - the central part of the activation - happened entirely on Instagram and Behance, which is Adobe’s portfolio platform. Candidates to represent the Russian creative community could enter through the hashtag #openyourlukomorye (in Russian) on both platforms. Both platforms are very visual-first and offer the opportunity to give a little more of an explanation about the work and the creative thinking behind it. A renowned judges panel reviewed the work at the OFFF festival, where the winning work was then also displayed. The incentive for creatives to participate was clear: exposure and unlimited access to everything Adobe has to offer. They were promised local and global exposure, the opportunity to participate in an artists’ residence and were offered a one-year free trial of Creative Cloud. The campaign was implemented in close collaboration with the selected Russian creatives. 10 creatives - one for each chapter of Lukomorye - were picked to represent the local creative community, using Adobe’s global platform. The fact that the artists had full creative liberty, was absolutely imperative to Adobe. Furthermore, it was of vital importance to them to include both renowned and upcoming creatives. That is what creativity for all - Adobe’s global mission - is all about, and how we made it relevant within this specific market. INVITATION > Behance > Instagram (Adobe account) > Instagram of Adobe > Adobe website