Title | FONT ME |
Brand | ADOBE SYSTEMS |
Product / Service | ADOBE CREATIVE CLOUD |
Category | A08. Broadcast Design and Graphics & Digital Design |
Entrant | HAKUHODO Tokyo, JAPAN |
Entrant Company | HAKUHODO Tokyo, JAPAN |
Advertising Agency | HAKUHODO Tokyo, JAPAN |
Advertising Agency 2 | BASCULE Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Taichi Sugiura/Takeshi Maruta/Masaru Yokota | Cinra Inc. | Event Producer/Media Partner |
Jun Murota/Yuhei Sawabe | Tow Co./Ltd./Iam Inc. | Event Producer |
Kenichiro Tanaka | Bascule Inc. | Production Producer |
Takahiko Aoki/Ryoichi Nakahigashi | Hakuhodo Inc. | Account Executive |
Takashi Hirukawa | Acut | Movie Director |
Muryo Honma/Hiroyuki Hori | Rhizomatiks Inc. | Device Engineer |
Yuki Tamai | Hoseisya Inc. | Device Producer |
Shogo Yano | Deltro Inc. | Programmer |
Tsuubito Ishii | Buffer Renaiss | Device Developper |
Shojiro Nakaoka | Bitztream Inc. | Sound Designer |
Toshiaki Nakazawa/Taishi Chihara/Yusuke Kanno | Fishgrove Inc. | Technical Director/Programmer |
Ken Murayama | Deltro Inc. | Technical Director/Interface Developper |
Motoi Ishibashi | Rhizomatiks Inc. | Technical Director/Device Programmer |
Yoshikazu Iida | Bascule Inc. | Creative Technical Director |
Tomomi Motose | Bascule Inc. | Planner/Director |
Hitoshi Futami | Hakuhodo Inc. | Executive Producer |
Masanori Sakamoto | Deltro Inc. | Art Director/Designer/Typographer |
Seiichi Ookura | Hakuhodo Inc. | Copywriter |
Kampei Baba | Bascule Inc. | Creative Director |
Koichi Katsumata | Hakuhodo Inc. | Creative Director/Planner |
Have more people understand Adobe and its belief. Extend the brand awareness and positive perception to a broader audience, the usual “non-creators”. Have the “non-creators” experience the joy of “creation”, and become brand advocates. Generate interest to Creative Cloud and Adobe’s creative solutions.
Adobe believes that the act of creation will better the world, and has been developing and introducing various digital tools. Adobe launched a new membership service, Creative Cloud, which allows more users to easily utilize its creative tools. Build brand awareness and positive perception upon the launch of Creative Cloud, and open up Creative Cloud and Adobe’s creative solutions to more people.
Design an experience where there is no need for knowledge or technique, but anyone could enjoy “creation”. Having your own original font can become a starting point of being creative. Create a digital installation realizing live action into fonts. An installation where anyone could just move their own bodies and it would give shape to their messages and imagination with their own original font. These fonts can be shared with others. We implemented live events where anyone could participate in, and experience the joy of “creation” with this digital installation.
Over 50,000 participants enjoyed Adobe’s memorable events. It spread smiles over the faces of participants and created huge buzz. Over US$1.3million worth of publicity was generated and “Font Me” became a top topic in social media. Many people also accessed “Font Me” online, and became brand advocates together with the event participants. Research showed a lift in brand awareness, perception and interest scores, and the launch of Adobe Creative Cloud was a great success. Having their own original font motivated users to become creative, build an emotional bond with Adobe, and continue and enhance usage of Adobe’s creative solutions.