2021 Social & Influencer

LUKOMORYE RETOLD

TitleLUKOMORYE RETOLD
BrandADOBE
Product/ServiceADOBE CC
Category D05. Cultural Insight
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

Why is this work relevant for Social & Influencer?

The talent used in this campaign can hardly be described as “influencers” in the traditional sense of the word. For this campaign, we invited a multidisciplinary team of 10 visual artists to represent their country, and to re-imagine a staple in Russian culture. Due to their reach inside the Russian creative community, we were able to engage with Russian creatives in a way that was organic and most of all authentic. Who better to do the talking than the amazing creatives that help shape the contemporary Russian creative community?

Background

Adobe wanted to accelerate its growth in Russia, the fastest growing market in Europe, in which interest and demand for Adobe products is very high. Their goal was to accelerate growth from 30% year-on-year until the end of 2023. The challenge to overcome was that Russians know and like Adobe. But don’t buy genuine Adobe products. The vast majority of Russian audiences use non-gen software due to attainability and costs. We needed to convince upcoming Russian Creatives - with talent to show and a story to tell - to buy genuine Adobe Creative Cloud. We had three goals: - Create an emotional connection with ‘Creative Climbers’ and ‘Social Influencers’. - Give them a new reason to switch to Adobe Creative Cloud. - Make them a low-barrier-to-entry invitation and offer.

Describe the creative idea (30% of vote)

Russian creatives have a global outlook. But they are poorly represented on the world stage. They want to feel heard, seen and understood. Using this tension, we developed a campaign in which we gave Russian creatives the world stage they deserve, in order to show what contemporary Russia(n creativity) is all about. A few upcoming creatives were asked to re-imagine a Russian story every Russian child grows up with: Lukomorye. Each chapter of the story was re-imagined by a different creative, illustrating it in their signature styles. This way, Russian creatives could see the full potential of what Adobe Creative Cloud has to offer and how the right tools can enable them to use their creativity to re-imagine an iconic topic. By doing so, we gave some of the most promising Russian creatives not only a local but also the global stage they deserve.

Describe the strategy (20% of vote)

The challenge to overcome was that Russians know and like Adobe. But don’t buy genuine Adobe products. The vast majority of Russian audiences use non-gen software due to attainability and costs. We needed to convince upcoming Russian Creatives - with talent to show and a story to tell - to buy genuine Adobe Creative Cloud. We showed Russian creatives that Adobe understands their local market and what inspires and drives them to be creative, which was based on the insight that Russian creatives have a global outlook. But they are poorly represented on the world stage. They want to feel heard, seen and understood. Paired with an iconic Russian theme, we knew this would hit home for them. The relevance of our social platforms -Behance and Instagram- is to give the Russian creatives the exposure they deserve and to tell their stories, while inspiring others to follow in their footsteps.

Describe the execution (20% of vote)

The Russian creative community was invited to submit a “re-imagined” entry via paid media and Adobe’s owned media. The community activation in itself happened entirely on Behance, which is Adobe’s portfolio platform, and Instagram. Candidates to represent the Russian creative community could enter through the hashtag #openyourlukomorye (in Russian). Then, the submitted work was judged by a judges panel at the OFFF festival, where the creative work was then also displayed. 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 winners’ work was then displayed on Adobe’s owned media channels - Behance, Instagram, website - to give it relevant exposure.

List the results (30% of vote)

The local approach - based on a local insight and translated to an extremely relevant topic in Russian culture - paid off for Adobe. The campaign stood out to Russian consumers due to its creative value and locality. This clearly shows in engagement and awareness numbers: - Impressions: 369M - Contest submissions: 539 submissions - Clicks: 708k - Visits to campaign page: 460k - Click-to-visit: 64% - Cost-per-visit: $0.82 - Engaged visits: 51k Furthermore, we saw a +30% lift in trial sign-ups, which exceeds all benchmarks. But most importantly, we saw a +10% lift in gross new subscribers during the time of the campaign, from which a second flight will be launched in the nearby future. It is safe to say that our localized approach made Adobe even more relevant for the Russian creative community, to the extent where many non(-genuine) users made the switch to Adobe Creative Cloud.

Please tell us about the cultural insight that inspired the work

Russian creatives have a global outlook. But they are poorly represented on the world stage. They want to feel heard, seen and understood. Russia is a force to be reckoned with. It is by far the biggest country in the world in terms of land mass. It is also extremely influential when it comes to politics and economics. It even has a well respected past when it comes to creative expressions like poetry and literature. But when it comes to current day creatives, the spotlight is missing. We showed Russian creatives specifically how Adobe Creative Cloud is relevant to them, by handing them the right tools to enable them to use their creativity to re-imagine an iconic topic and to share with us their vision on what contemporary Russia - and its creative scene, by extension - is all about. By doing so, we gave some of the most promising Russian creatives