Piece #1

  • Photoshop Live-Street Retouch Prank


Piece #1 - Photoshop Live-Street Retouch Prank


Company:
Abby Norm
Award:
AME Gold Medallion
Brand:
Adobe
Title:
Photoshop Live-Street Retouch Prank
Country:
SWEDEN
Competition:
use of medium
Category:
social video

Talent Credits

  1. Dan Göransson - Copywriter
  2. Oskar Hellqvist - Interactive Creative Director
  3. Emil Frid, Olle Nordell - Creative Director
  4. Gisela Bovin, Andreas Morne - Account Director
  5. Anna Fares - Account Manager
  6. Oscar Sjöqvist - Ass Art Director
  7. Erik Johansson - Retouch Artist
  8. Bessem Bedziri - Music Producer
  9. Hannes Lidén - Music Producer
  10. Autoboys - Producer
  11. We are digital - Producer

Campaign Summary

Tell us about the campaign, including important aspects considered in its conception, and its accomplishments. If your entry earns a spot on the AME Awards Shortlist, this summary will be used in the Winners Showcase, so do not include any confidential information in this summary. With barely any media budget, Adobe wanted to promote its online-streamed event Creative days. In addition to attracting visitors, they wanted the promotion to move the brand image of Adobe from being seen as just a software provider, to become an enabler of creativity. Using custom built software, a hidden camera crew and one of the best Photoshop artists around, we created the viral video Photoshop Live – Street Retouch Prank. In the video we captured the priceless reactions of unsuspected commuters who were secretly photographed while waiting for a bus, and then photoshopped into amusing positions and implied relationships in the poster ad inside the bus stop. In just 3 days the video gained over 11 million views on YouTube, and it got over 19 million views during the campaign period, leading to 73,538 unique visitors on the online-streamed event Creative Days (613% more than the target).



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