Goodby, Silverstein & Partners - Adobe Creative Suite 3, "Adobe Layer Tennis"
Adobe Creative Suite 3, "Adobe Layer Tennis"
Finalist Advertising/Promotion Web Site or Microsite
Goodby, Silverstein & Partners: Sidney Bosley, strategy director, executive producer; Jim Coudal, producer; Dharnesh Kaur, communication strategist; Ben Cafuir, junior communication strategist; Joshua Spanier, communication strategy department head. Coudal Partners.
Working from two key insights - creatives take pride in their software skills, but they rarely get to show them off - Goodby invented a sporting event that would play to both while showcasing Adobe products. No money was spent advertising the competition, but in the lead-up to the event, Layer Tennis scored mentions on dozens of independent creative sites that don't even accept ads. About 50,000 users showed up at Adobe Stadium for the first match, and more than half a million observers followed the whole season, making Layer Tennis a smash.