Adobe Hidden Treasures Of Creativity

Adobe tasked Golin with developing an international integrated content and communication strategy to celebrate Adobe’s collaboration with The Munch Museum. With the help of award-winning Photoshop brush maker Kyle T. Webster, Adobe had digitised the 100-year-old original brushes of Edvard Munch for a new generation of master painters to use on Adobe Creative Cloud. We needed to increase engagement among Adobe Creative Cloud subscribers, drive continued active use of Creative Cloud apps and services and promote Creative Cloud to new subscribers.

Eighty years after Munch painted four versions of The Scream, we encouraged audiences to create their own ‘5th Scream’ using the recreated Photoshop brushes. We co-ordinated with local markets to recruit eight artists as influencers, who created their own interpretations of The Scream using the new brushes. These artworks were seeded out across their own social channels with a call to action for Creative Cloud users to paint their own versions of  The Scream and win a display in The Munch Museum. We drove participation and awareness with engaging PR, social and motion content throughout the competition.


Coverage were achieved globally, delivering nearly 1BN (994,215,571) potential impressions.


The campaign was highly successful in boosting engagement amongst Creative Cloud subscribers with 40,557 brushes downloaded – beating KPIs by 4056% and lifting the average customer engagement scores by 25 per cent in EMEA.


On social, 4,251 earned mentions were generated resulting in 29.4M earned potential impressions, while social sentiment was 100% neutral/positive.


Influencer impressions surpassed KPIs with 1,017,889 impressions.


Owned social channels achieved 10.9M potential impressions across Facebook and Twitter with nearly 1.39M engagements, including 1.29M video views.