Hovering Art Director Competition Reveals the Truth is Stranger Than Fiction

The latest campaign for Adobe Stock by Achtung! mcgarrybowen introduced the ‘Hovering Art Director’ action figure – and unleashed a competition to get designers and creatives to open their ears, look over their shoulder and then submit to Adobe their favourite ‘hover lines’ for a chance to win their very own talking designer toy. The campaign has been causing a stir in the ad community...

In a case of truth being stranger than fiction, the lines overheard and uploaded defy satire. Without breaching confidentiality, 48% of entries came from designers, while 32% came from embittered copywriters. Surprisingly, 12% have actually come from art directors themselves.

“Seldom have we experienced such a high level of engagement of the worldwide creative community with a marketing campaign. With thousands of entries in the first week, results in terms of campaign reach have overachieved every goal we set," said Alexander Meyers, Marketing Manager Adobe Benelux.