| Title | LUKOMORYE RETOLD |
| Brand | ADOBE |
| Product/Service | ADOBE CC |
| Category |
A04. Digital Image Design |
|
Entrant
|
DENTSUACHTUNG! Amsterdam, THE NETHERLANDS
|
|
Idea Creation
|
DENTSUACHTUNG! Amsterdam, THE NETHERLANDS
|
|
Idea Creation 2
|
DENTSUACHTUNG! Amsterdam, THE NETHERLANDS
|
|
Production
|
BAKEHOUSE Moscow, RUSSIA
|
Credits
| 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