Make a Masterpiece|海报/平面|广告营销案例【ADGuider广告指南】

做一个杰作

案例简介：战略股票类别中的品牌选择是由习惯而不是偏好驱动的。由于 70% 的图像在股票摄影提供商中是相同的，因此不同类别的差异是有限的。创意人员最终在他们任意锁定的任何网站上梦游，寻找合适的照片。我们知道我们需要做一些令人敬畏的事情，让创意专业人士摆脱昏迷 -- 这是他们可以深入挖掘的，这将激励他们通过 Adobe Stock 探索设计可能性。Adobe 从根本上不是股票服务。他们是一家激发创造力的公司。因此，在一个通常被认为是创造力的对立面的类别中 -- 艺术家和设计师发现令人沮丧和耗时的过程的一部分 -- 我们需要展示 Adobe 是如何继续激发创造力的, 甚至通过股票摄影。概要 Adobe 要求我们推出他们的新股票摄影服务，通过三倍提高创意专业人士对该网站的认识，并超过图像销售预测。他们的服务 Adobe Stock 集成在 Photoshop 中。创意人员可以比以往更快、更容易地搜索和使用图像。问题是什么？他们的股票照片与其他股票网站上的股票照片完全相同。创意人员不想考虑股票摄影。因此，我们不需要专注于销售普通股票照片，而是需要找到一种方法来向创意人员展示，当他们所有的工具，包括股票照片，都在一个地方时，这是可能的。结果在 “失去的杰作” 活动中，创意专业人士对 Adobe 股票的认识增加了两倍。 “丢失的杰作” 帮助 Adobe 库存照片销售额增长 33%。 adobe 报告称，在 “丢失的杰作” 活动中，有 460,000 新访客访问了 Adobe Stock 网站。在 “失去的杰作” 活动中，有 4000万个在线视频完成。活动描述创意人员不关心股票摄影。但是每个创意都关心艺术。《失落的杰作》挑战了世界上五位最伟大的数字艺术家，让他们接受卡拉瓦乔、伦勃朗、辛克尔、 kahlo 和 Vermeer 已经完全失去了时间，只使用 Adobe Stock 图像重新创建它们。结果是重新创作了丢失的杰作 -- 由数千张库存照片制成 -- 没有第二眼就可以看到原件。当创意人员在他们曾经填满的框架中看到这些杰作的再创造时，他们也可以探索用来制作它们的摄影作品。他们看到，随着 Adobe Stock 被添加到创作过程中，你可以创造任何东西，甚至是已经失踪数百年的艺术。执行每个重新创作的杰作都展示在弹出式艺术画廊和网上，观众看到的是重新创作的杰作就在原作旁边, 以及它丢失的故事和用来重新创建它的股票照片。用户可以逐层探索重新创作，以查看所使用的个人股票图像。幕后镜头和延时视频展示了每一件杰作是如何制作的，并在创意人员访问以获得灵感的网站上作为在线视频和互动横幅广告。在创意人员等待文件上传的网站上，互动接管显示了并排比较。平面广告展示了翻页式的延时视频，这些视频是重新创作的，导致了最终艺术品的出现。“失去的杰作” 运动从 2016年6月持续到 2017年1月。

做一个杰作

案例简介：Strategy Brand choice in the stock category is driven by habit, not by preference. Since 70 percent of images are the same across stock-photography providers, differentiation across the category is limited. Creatives end up sleepwalking through their search for the right photo on whatever site they’ve arbitrarily latched on to. We knew we needed to do something awe inspiring to jolt creative professionals out of their stupor—something they could dig deep into and that would inspire them to explore the design possibilities available through Adobe Stock. Adobe isn’t fundamentally a stock service. They’re a company that powers creativity. So in a category that is often regarded as the antithesis of creativity—a part of the process that artists and designers find frustrating and time consuming—we needed to show how Adobe continues to fuel creativity, even through stock photography. Synopsis Adobe asked us to launch their new stock photography service, increase awareness of the site among creative professionals by triple and surpass image-sales projections. Their service, Adobe Stock, was integrated within Photoshop. Creatives could search and use images faster and easier than ever before. The problem? Their stock photos were the same exact stock photos available on every other stock website. And creatives didn’t want to think about stock photography. So instead of focusing on selling generic stock photos, we needed to find a way to show creatives what was possible when all their tools, now including stock photos, were in one place. Outcome Awareness of Adobe Stock among creative professionals tripled during the “Lost Masterpieces” campaign.“Lost Masterpieces” helped Adobe Stock photo sales increase by 33 percent.Adobe reported 460,000 new visitors to the Adobe Stock website during the “Lost Masterpieces” campaign.There were 40 million online video completions during the “Lost Masterpieces” campaign. CampaignDescription Creatives don’t care about stock photography. But every creative cares about art. “Lost Masterpieces” challenged five of the world’s greatest digital artists to take art by Caravaggio, Rembrandt, Schinkel, Kahlo and Vermeer that have been completely lost to time and re-create them using only Adobe Stock images. The results were re-creations of lost masterpieces—made from thousands of stock photos—that without a second glance could pass for the originals. When creatives saw these re-creations of masterpieces back in the frames they once filled, they could also explore the stock photography that was used to make them. They saw that with Adobe Stock added to the creative process, you can create anything, even art that has been missing for hundreds of years. Execution Each re-created masterpiece was displayed in pop-up art galleries and online, and viewers were showed the re-created masterpiece right beside the original, along with the story behind how it went missing and the stock photos used to re-create it. Users could explore the re-creations layer by layer to see the individual stock images used. Behind-the-scenes footage and time-lapse videos showing how each masterpiece was made served as online video and interactive-banner ads on websites that creatives visit for inspiration. Interactive take-overs showing side-by-side comparisons ran on websites where creatives were waiting for files to upload. Print ads showed flip-book-style time-lapse videos of the re-creations that led into views of the final artwork. The “Lost Masterpieces” campaign ran from June 2016 through January 2017.