|Title||THE COLOR EATER|
|Brand||ADOBE SYSTEMS INCORPORATED|
|Product / Service||ADOBE CREATIVE CLOUD|
|Category||A03. Online: Fiction & Non-Fiction|
|Entrant||TOKYU AGENCY Tokyo, JAPAN|
|Idea Creation||TOKYU AGENCY Tokyo, JAPAN|
|Idea Creation 2||KAIBUTSU Tokyo, JAPAN|
|Production||SPOON Tokyo, JAPAN|
|Koki Watanabe||Tokyu Agency Inc||Creative Director|
|Kitani Yusuke||kaibutsu||Creative Director|
|Hidenaga Tanaka||Tokyu Agency Inc.||Art Director|
|Daisuke Kawahara||Tokyu Agency Inc.||Strategic Planning Director|
|Mitsuyo Demura||Tokyu Agency Inc.||Agency Producer|
|Takuma Uchida||Tokyu Agency Inc.||Designer|
|Toshiki Takano||Tokyu Agency Inc.||Designer|
|Junichi Arakawa||kaibutsu||Computer Artist|
|Atsushi Hashimoto||kaibutsu||Computer Artist|
|Manabu Himeda||freelance||Computer Artist|
|Daisuke Hashimoto||P.I.C.S||Computer Artist|
|Yohei Wada||freelance||Computer Artist|
|Yutaro Kubo||freelance||Computer Artist|
|Baku Hashimoto||INS Studio||Computer Artist|
|Masakatsu Takagi||freelance||Sound Design Arrangement|
|Sakiko Tomita||omunibus japan||Editor|
|Katsuya Yamada||aiin||Sound Studio Producer|
We made the philosophy of Adobe Creative Cloud into a movie. Creators create as they expose themselves to a variety of things in the universe. Adobe always stands by these creators’ sides and supports their work. We hope even one more creator will produce creatives that will someday change the color of the world.
It was released on August 25, 2015 on Adobe’s official YouTube channel. Without relying on the reach of advertising, the video earned views through social media and curation sites. Recognized for its topical appeal and quality, it was shown in movie theaters, not as an advertisement but as a work of art. (No advertising costs.)
It was picked up by numerous PR sites/movie theaters. We succeeded at earning a healthy appreciation for Adobe among creators. 97% gave the video a favorable evaluation. The viewership of the LP video increased approximately 600%. Video viewership promotion improved awareness of the product’s latest environment. It contributed greatly to the sales of Adobe CC. The conversion rate was 7.7%. The cost per acquisition decreased 41%. The awareness of Adobe mobile App increased 20%.
It is video content of high quality that creators, who are also users of the Creative Cloud and have discriminating taste, admire and appreciate. Because it is of such high quality, it was shown in movie theaters as a work of art.
We created the simple story of the “Color Eater,” a metaphor for creators, in which 10 promising Japanese creators who each possess t heir own unique styles created an overwhelmingly dense scene of approximately 10 seconds and when they were connected together they created a diverse and brilliantly colored world.