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Adobe 40th Anniversary

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Brief

Adobe wanted to celebrate its 40th anniversary on a global scale and remind every single one of its employees that they work for the coolest company in tech. To truly make the celebration inclusive for their worldwide team, they needed a strategy that would launch a multitude of local events across a handful of continents, all in under four months. A one-size-fits-all approach clearly wouldn’t work.

Strategy

Creative Services

Digital Services

Event Production

Technical Production

Results

49 celebrations in 28 countries. From Tokyo to Paris, Sydney to Budapest, and New York City to the San Francisco Bay, every celebration was unique and tailored to the personality of its host city: Vinyl listening rooms were a hit in Seattle, Parisians loved watercolor caricatures and the sweet tooths in Utah couldn’t get enough of their decadent candy buffet.

All 49 celebrations resonated with their audiences, and the seemingly effortless coordination of every detail freed the entire team to really connect and enjoy. And with each celebration, anticipation built to a pinnacle moment at a transformed, fully Adobe-branded Chase Center.

There—amid countless screens echoing Adobe lore and pride, an exclusive Adobe Aero AR experience, and a digital scavenger hunt for 1,200—a private headline concert for 4,500 attendees punctuated Adobe’s 40th. Now, we don’t always get to name names, but when this A-list talent took to the stage (costumed in Adobe red fringe), we knew, and the roaring crowd agreed, this iconic star was just the right pick for this iconic brand.

Parties

Countries

4,500

Concert Goers

1,200

Scavenger Hunters

A-List Performer In Her Best Adobe Reds