The brief
—Get pirates/millenials to confess their crimes and,

in reward, Adobe gives them exclusive benefits. Timeframe: 4 weeks.

—Target Audience

Our solution The best way for Adobe to get college kids to use their new Creative Cloud service, which gives you access to all the latest Creative Suite tools, was by targeting the ones who already use Creative Suite the most: pirates. We came up with an attention-grabbing solution that hopefully not only gets Adobe scores of new customers, but also positions Adobe as more forward-thinking than any other major software brand today.