Adobe Welcomes Creatives to Cannes

If you’re a lucky delegate at this week’s Cannes Lions International Festival of Creativity, get familiar with the new Adobe campaign, because you’ll be seeing it all over the place.

The print campaign “Welcome to Cannes,” created by Goodby Silverstein & Partners, features some of the world’s most awarded and respected advertising illuminati and will be displayed right smack-dab at the entrance of the Palais—the entry point for over 12,000 attendees.

The print work uses the faces of six of the industry’s most respected professionals as palimpsests for collaborations with up-and-coming artists within the Adobe Behance community. Each creative professional partnered with an emerging artist to conjure up a design that reflected both the professional’s most famous ad campaigns and their unique personalities. The professionals’ faces were then painted white, and the designs were projected onto them—a nod to the aesthetic from Adobe’s most recent “New Creatives” campaign. 

The esteemed creatives include Jeff Benjamin (J. Walter Thompson), PJ Pereira (Pereira & O’Dell), Eric Kallman (Goodby Silverstein & Partners), Fernanda Romano (Naked), Mick Ebeling (Not Impossible Labs) and Alex Trochut. Collectively, the group has won over 110 Cannes Lions and 14 Grand Prix.

“What better place to celebrate creative talent than Cannes,” said Rich Silverstein, co-chairman and co-founder of Goodby Silverstein & Partners. “These are all innovative artists and people to follow. 

The creative partnerships include the following:

- Jeff Benjamin working with Vault49 to turn his face into the “subservient chicken” he made famous for Burger King

- Mike Ebeling also worked with Vault49 to interpret his open-source invention that allows paralyzed artists to create art through eye movement

- Eric Kallman joining Adhemas Batista to re-create Kallman’s work for Pizza Hut, Skittles and the mega-successful Old Spice campaign

- PJ Pereira and Doug Alves paying homage to Pereira’s latest book, Gods of Both Worlds (about Brazilian folklore), by projecting a traditional Brazilian deity mask

- Fernanda Romano teaming up with Yema Yema to showcase Romano’s vivacious personality through design

- Designer Alex Trochut created his own design

The ads will run in the official Cannes welcome booklet, in the Lions Daily News, on distributed posters and fliers, on out-of-home LED screens along the Promenade de la Croisette, through online social content, inside the Palais entrance (marking the first time ads have been allowed in the building) and at the Adobe welcome party (on Sunday, June 15, at the Cannes Connect Bar).

Adobe’s seminar at Cannes, “The New Creatives Are Here,” explores how technology has changed both the way we think about art, advertising and creativity, and the roles creatives play in the industry. Creative talent are no longer simply art directors and copywriters; rather, they edit, direct, code, create web pages and apps, and do more. Speakers include Scott Belsky, author and founder of Behance; PJ Pereira of Pereira & O’Dell; and Yves Béhar, founder and CEO of fuse project.

Credits

Ad Agency: Goodby Silverstein & Partners           

Client: Adobe Systems

Title of Creative Work: Welcome to Cannes

Live Date: 06/15/14

Creative

Co Chairman, Partner: Rich Silverstein

Creative Director: Will Elliott

Associate Creative Director: Patrick Knowlton

Art Director: Sam Luchini

Copywriter: Roger Baran

Production

Print Producer: Jim King

Photographer: Claude Shade

Visual Effects Artist: Nathan Shipley, Chris Carmichael

Account Services

Group Account Director: Todd Grantham

Account Director: Joel Giullian

Account Manager: Melody Cheung

Brand and Communication Strategy

Director of Brand Strategy: Brendan Robertson

Business Affairs

Business Affairs Manager: Chrissy Shearer      

Post-Production

Editor: Sam Luchini

Outside Vendors

Illustrators: Alex Trochut, Vault 49, Adhemas Batista, Doug Alves, Yema Yema, Evgeny Parfenov