Control Your Story
Storytelling is a universal human experience. As advertisers we share stories about our clients, their products, and ultimately as humans, stories about ourselves. We designed this campaign to show advertising and marketing professionals how to gain control of their stories with the Adobe Experience Cloud for Advertising.
Texas State University
1st Place District 10 // 2nd Place Nationally
Billboard
The billboards will be tailored to showcase each city by collecting specific data around the city’s most popular attraction or landmark, speaking to both consumers and advertisers alike. Emphasizing how transparent data can make up a unique consumer to connect to, and help you control your story.
Each page reveals one piece of data with an ambiguous visual until the last page, which reveals a unique consumer. A consumer is made up of several unique data points, and only by having access to this data can you truly understand who your consumer really is. (Includes: 6 page piece, 3 standalone's, 1 two page spread)
Web Ads
We’re creating an interactive experience where users can zoom in on specific data points when hovering their cursor over a digital banner ad, showcasing a core asset of Adobe’s adtech: transparency. A “Learn More” button is prominently visible which will take users to the newly designed Adobe Experience Cloud landing page.
LinkedIn & Facebook
Adobe will ask users on LinkedIn and Facebook for access to their profile picture and information, with which we will create vector-based art personalized to each individual. Using unique data points gathered from their profile to complete the image, this custom art will show users the power of optimized data and highlight Adobe’s transparency with said data.
Sensei will gather data from their profile’s posting history to craft their perfect Twitter bio with the #ControlYourStory hashtag.
Guerilla
We will partner with several different advertising agencies and various in-house marketing teams within our 13 designated market areas to create custom projections for the side of their buildings that, at sunset, begin to “digitalize” the building, and showcase data about the company and their success related to their partnership to Adobe. In conjunction with this, we’ll also present our partners with a framed gift from Adobe to show we are happy to be a part of their story.
Adobe Summit Entrance
An interactive projection tunnel will be placed at the entrance and exit of the Summit, branding the campaign’s art style from start to finish and welcoming them inside with a projected “Control your story” on the ground as they walk through.
Experiential
The Adobe Summit will feature a physical maze to remind users they are in control of their story, and if they get stuck, Adobe is there to help. The words “Control Your Story” will be the first thing to greet them as they walk inside the maze, and continuing through, the walls will begin to “build” with digital information around them designed to help them complete the maze.
Bus
Adobe will provide bus transportation for conference attendees taking them to and from the conferences, all they need to do is signup with their email. They will be greeted by seatback screens that will give them useful information about the Experience Cloud for Advertising and their day ahead, as well. They’re also encouraged to interact directly with Adobe via Twitter to kickoff and recap their conference experience with the “#ControlYourStory” hashtag. To help others control their story, a bus from each city we hold conferences in will be donated to Women Who Code or Kids In Tech to use for their organizational travel.
Website Redesign
We will redesign the Adobe Experience Cloud landing webpage to correlate with the rest of our campaign’s art direction and empathetic tone, so that even when people reach our website, they will retain the humanized message within the “Control Your Story” campaign. The website will also strategically emphasize two key product benefits, transparency and omnichannel integration, while providing easy-to-find access to our support page.