Adobe Hidden Treasures: The Lost Typography of the Bauhaus|海报/平面|广告营销案例【ADGuider广告指南】

Adobe隐藏的宝藏: 包豪斯的失落版式

案例简介：为什么这项工作与直接相关？失落的包豪斯版式将印刷艺术史交到新一代设计师手中，鼓励他们通过数字激活和创造力保持包豪斯遗产的活力。数据显示，与我们的其他产品相比，Adobe Fonts的使用率和试用下载量较低。该团队专注于创造一种唤起包豪斯美学的外观，但牢记Adobe的现代视觉风格，突出每种字体的独特品质，用眼睛补充而不是遮掩。世界首创的计划导致886,000字体下载量，超出预期8,760%。背景 Adobe Fonts (以前称为Adobe Typekit) 是一项在线订阅服务，可访问包含数千种高质量字体库。该服务集成在所有Adobe Creative Cloud应用程序中，例如Photoshop、Illustrator和InDesign。在夏季2018，我们试图激励我们的社区数以百万计的创意将排版纳入他们的工作，以提高认识和使用我们的字体服务和创意云应用程序的目的。由于Adobe是创造力的代名词，因此该活动需要反映我们的传统，并传达设计和排版是我们DNA的核心。描述创意 (投票30%) 在20世纪20年代，标志性的包豪斯设计学院为现代设计奠定了基础。但是学校的进步思想对纳粹政权构成了威胁，1932年，在学校成立仅14年后，学校就被关闭了。许多珍宝，包括美术，手工艺和印刷术，今天被认为是现代经典，被遗弃了-失去了历史。为了庆祝这所传奇学校成立100周年，Adobe与包豪斯·德绍基金会和世界著名的印刷大师Erik Spiekermann合作，完成并数字化埋在学校档案中的标志性字母。使用原始的字母片段和手绘草图，一组国际印刷家和设计学生完成并数字化了五个新的字体系列。隐藏了近一个世纪，这些包豪斯大师的永恒字体现在掌握在新一代设计师手中。描述策略 (投票20%) 为了吸引我们的创意专业人士的目标受众，该策略以 “隐藏的宝藏” 为主题。这个想法是为了带回失去的包豪斯大师的印刷作品，并利用这些历史宝藏来激发新一代的艺术家和设计师。在与包豪斯·德绍基金会和Erik Spiekermann (世界上最重要的排版权威之一) 的合作中，我们将丢失的字母片段和草图从不完整的字母转换为五个新的全功能字体集。我们以多渠道策略为目标受众-现场活动，公关，网络，社交-并鼓励他们 “下载字体” 和 “像大师一样设计”。描述执行情况 (投票20%) 新的包豪斯字体集分五个阶段发布，在我们的微型网站上以及通过公关、社交和电子邮件程序发布。这些字体可在Adobe fonts网站上下载，所有Adobe Creative Cloud成员均可免费使用。在从6月15日到2018年9月31日的综合在线活动中，有关该项目的字体和故事通过Facebook，Instagram，Twitter，Adobe live streams在全球范围内传播，并在纽约，洛杉矶，伦敦，巴黎和汉堡。目标受众通过Instagram、Twitter和Behance上的五部分系列比赛被激活，在那里我们挑战他们使用字体来设计品牌标识。我们还通过有影响力的合作，直播，广告系列，YouTube教程和13分钟的幕后纪录片启发了我们的目标受众。列出结果 (投票30%) 目标: 让创意社区和creative Cloud成员感到惊讶和高兴，推动字体下载和积极使用Adobe应用程序，并展示Creative Cloud的全部价值。字体下载目标: 10,000下载结果: 886,290次下载。超过目标8,762%。我们每天继续看到2,500的字体下载。社会参与在全球范围内，该活动产生了15,600多个具有1.472亿潜在印象的社交帖子。目标: 跨社交渠道500,000视频观看次数实际数量: 100万 + 目标: 500设计挑战提交结果: 提交超过2,000份，超过目标300% %。活动微型网站访问目标: 50,000次访问结果: 300,000次就诊，增加500% 次公共关系目标: 相关目标媒体的25篇文章结果: 162篇，超出目标548% %。文章的总覆盖范围超过了8亿潜在的印象。总体情绪是积极的，大多数文章都提到了f的推出关于如何下载它们的onts和call-to-action。

Adobe隐藏的宝藏: 包豪斯的失落版式

案例简介：Why is this work relevant for Direct? The Lost Typography of the Bauhaus put pieces of typographical art history in the hands of a new generation of designers, encouraging them to keep the Bauhaus legacy alive through digital activations and creativity. Data showed that usage and trial downloads of Adobe Fonts was low in comparison to our other products. The team focused on creating a look that evoked the Bauhaus aesthetic, but kept in mind Adobe’s modern visual style, highlighting distinctive qualities of each font with an eye to complement rather than overshadow. The world-first initiative resulted in 886,000 font downloads, exceeding expectations by 8,760 percent. Background Adobe Fonts (previously Adobe Typekit) is an online subscription service that offers access to a library of thousands of high-quality fonts. The service is integrated in all Adobe Creative Cloud apps, such as Photoshop, Illustrator, and InDesign. In the summer 2018 we sought to inspire our community of millions of creatives to incorporate typography into their work, with the aim of increasing awareness and usage of our font service and Creative Cloud apps. And because Adobe is synonymous with creativity, the campaign needed to reflect our heritage and communicate that design and typography are central to our DNA. Describe the creative idea (30% of vote) In the 1920s, the iconic Bauhaus school of design laid the foundation for modern design. But the school's progressive ideas were a threat to the Nazi regime and in 1932, just 14 years after it was founded, the school was shut down. Many treasures, including fine art, crafts, and typography that would be considered modern classics today, were left behind — lost to history. To celebrate the 100th anniversary of the legendary school, Adobe partnered with the Bauhaus Dessau Foundation and world-renowned typographer Erik Spiekermann to complete and digitize iconic alphabets buried in the school's archives. Using original letter fragments and hand-drawn sketches, a team of international typographers and design students completed and digitized five new font families. Hidden for nearly a century, these timeless typefaces from Bauhaus masters are now in the hands of a new generation of designers. Describe the strategy (20% of vote) To engage our target audience of creative professionals, the strategy centered on the theme "Hidden Treasures." The idea was to bring back the lost typographical work of Bauhaus masters and use these historical treasures to inspire a new generation of artists and designers. In partnership with the Bauhaus Dessau Foundation and Erik Spiekermann, one of the world's foremost authorities on typography, we transformed lost letter fragments and sketches from incomplete alphabets into five new fully functional font sets. We targeted our audience with a multi-channel strategy — live events, PR, web, social — and encouraged them to "Download The Fonts" and "Design Like a Master." Describe the execution (20% of vote) The new Bauhaus font sets were released in five phases, announced on our microsite and through PR, social, and email programs. The fonts were available for download on the Adobe Fonts site and were free to all Adobe Creative Cloud members. In an integrated online campaign that ran from June 15 to September 31, 2018, the typefaces and story about the project were spread globally through Facebook, Instagram, Twitter, Adobe live streams, and showcased in live events in New York, Los Angeles, London, Paris, and Hamburg. The target audience was activated through a five-part series of competitions on Instagram, Twitter, and Behance, where we challenged them to use the typefaces to design a brand identity. We also inspired our target audience with influencer collaborations, live streams, campaign commercials, YouTube tutorials, and a 13-minute behind-the-scenes documentary. List the results (30% of vote) Goals: To surprise and delight the creative community and Creative Cloud members, drive font downloads and active use of Adobe apps, and showcase the full value of Creative Cloud. Font downloads Target: 10,000 downloads Result: 886,290 downloads. Exceeding target by 8,762 %. We continue to see 2,500 font downloads per day. Social engagement Worldwide, the campaign generated over 15,600 social posts with 147.2 million potential impressions. Target: 500,000 video views across social channels Actual number: 1 million + Target: 500 design challenge submissions Result: Over 2,000 submissions, exceeding target by 300%. Campaign microsite visits Target: 50,000 visits Result: 300,000 visits, an increase of 500% PR Target: 25 articles in relevant target media Result: 162 articles, exceeding target by 548%. Gross reach of the articles exceeds 800 million potential impressions. The overall sentiment was positive, with most articles mentioning the launch of fonts and the call-to-action on how to download them.