The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Innovation & Transformation / Innovation in Lockdown
Annual ID
OS_DE21_187M
About the Work
Launched in 2019, Adobe Creativity Tour is a creative challenge platform that leverages the power of live music to introduce new creatives to Adobe’s suite of tools. Tapping into Live Nation’s unmatched artist and festival network, ACT partners with some of the biggest names in music to build unique creative challenges for their massive fan bases.
Participants receive exclusive artist assets and a complimentary trial of Adobe’s Creative Cloud for their shot at $10,000, artist meet & greets and even VIP flyaways to the show.
Everything related to the platform can be accessed on the official ACT website, which houses all of our challenges, custom product tutorials, unique member offers, and a live gallery of entries for inspiration. We amplified our challenges through organic and paid social, as well as custom influencer posts.
In 2020, live music was put on pause and our platform became more important than ever before. Artists and fans felt disconnected, so we built challenges designed to bring them back together. We invited creators to submit artwork across all mediums, like short videos that captured their acts of kindness to become a part of Marshmello’s official “Be Kind” Fan Video; a reimagined album cover for Lady Gaga’s sixth studio album ‘Chromatica’; and a digital rave poster inviting friends to tune in to the EDC Virtual Rave-A-Thon live stream.
As the world continued to feel the effects of isolation, we evolved ACT to make the platform as accessible as possible. We expanded from North America to 18 different territories across 6 languages; introduced fan voting as a new way to participate; and created all-app challenges to welcome creators of all skillsets.
ACT became a virtual home for creative music lovers around the world- providing a sense of community and inspiration when they needed it most.
Participants receive exclusive artist assets and a complimentary trial of Adobe’s Creative Cloud for their shot at $10,000, artist meet & greets and even VIP flyaways to the show.
Everything related to the platform can be accessed on the official ACT website, which houses all of our challenges, custom product tutorials, unique member offers, and a live gallery of entries for inspiration. We amplified our challenges through organic and paid social, as well as custom influencer posts.
In 2020, live music was put on pause and our platform became more important than ever before. Artists and fans felt disconnected, so we built challenges designed to bring them back together. We invited creators to submit artwork across all mediums, like short videos that captured their acts of kindness to become a part of Marshmello’s official “Be Kind” Fan Video; a reimagined album cover for Lady Gaga’s sixth studio album ‘Chromatica’; and a digital rave poster inviting friends to tune in to the EDC Virtual Rave-A-Thon live stream.
As the world continued to feel the effects of isolation, we evolved ACT to make the platform as accessible as possible. We expanded from North America to 18 different territories across 6 languages; introduced fan voting as a new way to participate; and created all-app challenges to welcome creators of all skillsets.
ACT became a virtual home for creative music lovers around the world- providing a sense of community and inspiration when they needed it most.
2021 Awards
Total Points: 3
Merit
Credits
Client / Brand
Adobe
Music / Sound Production Company
Live Nation
Copywriter
Juliette Spirson
Creative Director
Michael Jarrot
Senior Art Director, Integrated Marketing
Louie Zuniga
Senior Copywriter, Integrated Marketing
Judy Rummell
Senior Creative Director
John Caponi
APAC Senior Campaign Marketing Manager, Creative Cloud
Jb Saulnier
Associate Manager, Artist Rights
Samantha Zieber
Campaign Manager
Mara Bey
Campaign Marketing Manager, Creative Cloud - Video Segment
Lee Garrett
Creative Resource Director, Integrated Marketing
Jessica Cohn
Designer, Integrated Marketing
Anna Haggerty
Digital Producer, Promotions
Rhiana Chickering
Director, Brand Management
Emily Debevec
Director, Content & Creative, Live Nation Labs
Kayla Merrill
Director, Digital Promotions
Julia Rowley
Director, Marketing
Amit Singh
Director, Promotions
Monica Calderon
DME, Consumer & Business, LATAM
Abigail Arciga
Global Vice President, Head of Marketing, Digital Media
Monte Lutz
Group Manager, Japan
Keiko Fujita
Group Manager, LATAM Ecommerce Sales
Rodrigo Munhoz
Head of Brand Strategy, Integrated Marketing
Ian Daly
Manager, Marketing, EMEA
Farhana Rafi
Manager, Senior Post Supervisor, Live Nation Labs
Edward Heinrich
Marketing Specialist/Mgr 4
Veronika Luquin
Principal Product Manager
Chintan Intwala
Production Artist
Valerie Zaroli
Project Manager
Wendy Tang
Regional Marketing Manager Lead, Creative Cloud & Adobe Stock, EMEA
Marta Jackiewicz
Senior Campaign Manager, Creative Cloud Individual
Tracey Taylor
Senior Campaign Marketing Manager
Pete Fishman
Senior Campaign Marketing Manager, EMEA
Natalia Lopez-Beswick
Senior Director, Artist Rights
Chelsea Cherapich
Senior Director, Marketing, Creative Professionals Portfolio
Michael Brogowicz
Senior Engineering Program Manager
Lakshmi Menon
Senior Licensing Manager, Artist Rights
Pier Harrison
Senior Manager, Brand Management
Julia Pantalone
Senior Manager, DMe Social
Leah Walker
Senior Manager, Solutions Development, Integrated Marketing
Suzanne Jannow
Senior Marketing Consultant
Bernice Wong
Social Media Strategist, Creative Cloud
Jordan Ginsburg
Social Strategist - Video & Student Communities
Jayson Oertel
SVP, Artist Rights
Rich Levy
SVP, Sales, Mobile & Technology Vertical
Jeff Shaw
SVP, Solutions Development, Integrated Marketing
Jane Chen
VP, Brand Management
Amy Pritchard
VP, Content & Creative, Live Nation Labs
Erica Smith
VP, Head of Creative, Integrated Marketing
Steve Raggianni
VP, Promotions
Alysia Piccioni
VP, Sales, Mobile & Technology Vertical
Patrick Robson
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