August 17, 2017
ACHTUNG! mcgarrybowen, Adobe and LEWIS are in the race for a Digital Communication Award in two categories this year. These prizes are awarded to exceptional projects, campaigns and innovations in the field of online communication. Both nominations are for "The Hovering Art Director", a campaign for Adobe. The campaign also received a Best of the Best (only 0.8% of all entries receive this award), Red Dot Award.
The campaign is up for two categories: Product Campaign and Online Competition. ACHTUNG! mcgarrybowen was responsible for the concept and together, with LEWIS and Benelux, the campaign promoted Adobe Stock. The awards will be given in Berlin on 29 September by the Quadriga University of Applied Sciences, which has hosted the event since 2011.
Daniël Sytsma, Creative Director at ACHTUNG! mcgarrybowen, comments on the concept: “We wanted to create a campaign that every designer could recognize. By snapping up the office world, Adobe shows that they understand where designers struggle every day. In this case we did not have to look far for inspiration. ”
Alexander Meyers, Marketing Manager at Adobe comments on the success of the campaign: “The Hovering Art Director campaign has been developed to enhance Adobe Stock’s reputation. In addition, we also wanted to highlight the integration with Adobe Creative Cloud apps in an appealing way. The videos have now been watched millions of times around the world, hundreds of articles have been published about the campaign, and on social media the Hovering Art Director action figure is a huge success. We rarely have so many comments on a marketing campaign. ”
Erik Janson, Digital Marketing Manager at LEWIS, comments on the nomination for the Digital Communication Awards of this campaign: “All phases in this campaign fit perfectly together, keeping the momentum throughout the campaign. In fact, we still see messages about The Hovering Art Director. This is evident to the jury. We are therefore very pleased to answer the jury questions during the pitch in Berlin, together with our Hovering Art Director action figure.