As part of this highly effective, multi-award winning campaign, we sold Adobe on a 95-foot
interactive wall that was built in Union Square, NY and Piccadilly Circus, UK. The wall gave everyone creative license – infrared sensors locked onto the nearest passersby and the slider followed. Animation and music built or receded as people walked forward, backward, hopped, skipped, danced or practiced karate in front of it (which they did), while late night partyers used it for impromptu gatherings and dancers from a local school used it as a backdrop for performance pieces.
As the campaign broke, press coverage was significant. The New York Times moved coverage of the launch of the interactive wall up to page one of its Business section which resulted in the article being the #4 most e-mailed business piece from the NYT. Meanwhile, separate coverage in print media including Adweek, Shoot and the SF Examiner meant that different creative communities were exposed to the effort. Creativity Online’s TV/video newsletter (7/13) captures the sense of something different going on as the campaign took hold: “…from online to the interactive wall…(the campaign) evokes an evolution from simplicity to complexity…it’s eye candy that’ll kill.”
More important, as sales results came in, it seemed to be eye candy that could justify a premium and push CS sales to new levels. See
The New York Times article covering the CS3 launch and highlighting this billboard
here.
