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About

or how to hunt the elephant in the room
Published:
Get pirates to confess their crimes and, in reward, Adobe gives them exclusive benefits.


The best way for Adobe to get college kids to use their new Creative Cloud service, which gives you access to all the latest Creative Suite tools, was by targeting the ones who already use Creative Suite the most: pirates. We came up with an attention-grabbing solution that hopefully not only nets Adobe scores of new customers, but also positions Adobe as more forward-thinking than any other major software brand today.

Copywriter: Karl Keily
Art Director: Belen Tenorio
Graphic Designer: Fred Carriedo
Project Manager: Lisa Sigrid Lindgren
Account Planner: Kamilla Dala