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Aims

D&AD Festival sets the global creative agenda for the year, taking place across three days and showcasing work and insights from some of the biggest names in the industry. As a headline partner, Adobe was directly connected to an influential group of global creative practitioners.

The brand drove positive awareness of its services to a design-hungry audience via a packed programme of talks, hacks, workshops and parties, which reminded the creative industry that Adobe services are integral to their own work, and a key part of some of the best pieces of advertising and design in the world.

Adobe Stage

The main festival stage – renamed the Adobe Stage – was bustling with D&AD Festival-goers, captivated by talks from creative giants including Piera Luisa Gelardi, Stefan Sagmeister, Mr Bingo and David Shrigley. A branded lectern and backdrop took centre stage, and Lauro Samblás' Adobe Remix installation had pride of place in a high footfall area for all to see, snap and share. Piera Luisa Gelardi's talk on 'Courageous Creativity' was one of three daily broadcasts to Adobe's YouTube channel, each live-streamed.

Festival Playground activation

Adobe created a bespoke activation that enabled festival-goers to get a hands-on experience with Adobe Capture, Stock and Photoshop. Attendees could design their own ginger beer bottle label to take home, using Adobe tools, and Adobe built brand loyalty by demonstrating, on a one-on-one basis, how Creative Cloud could enhance individual creativity and productivity. 

Results

400+ labels were created and printed by festival-goers who had a hands-on experience with Adobe Creative Cloud.

97% of our festival-goers recognised Adobe as D&AD Festival’s Headline Sponsor.

51% of those who interacted with Adobe in the Playground came away with a more positive attitude to Adobe's brand.

Over 45% would recommend Adobe to a colleague after being at D&AD Festival 2017.

"Great keynote speakers, activation, competitions and awards ceremony." Marta Jackiewicz, Marketing Manager, Adobe.

“As a whole, the D&AD team are the most easy to work with, friendly bunch of people I have had the pleasure to come across. I have been impressed by the level of organisation and detail in everything from New Blood judging to the whole Festival. I wouldn’t hesitate to work with D&AD again and look forward to the future of our partnership.” Emma Bryson, Digital Marketing, Adobe.

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