Objective: Adobe approached 7D8 to create and execute a standout marketing campaign for Marketing Cloud at Advertising Week, the premier global gathering of advertising, marketing, brand, and technology professionals. Project goals were twofold: 1) Make Adobe’s contribution to Advertising week unique and compelling, and 2) Draw attention and traffic for the Adobe Marketing Cloud commercial, “The Launch,” that was debuted in conjunction with Advertising Week.

Solution: We engaged with the digital agency We Like Small to develop a comprehensive guerilla campaign that centered on Adobe’s humorous, “Do you know what your marketing is doing,” ad series. Our concept centered on a fictional product—an energy drink called “Astroboost”—that we actually produced for the project to illustrate “bad” marketing tactics.

We created an over-the-top, fake brand identity for Astroboost, and our team went to New York City to distribute the drink, place collateral, conduct staged man-on-the-street interviews, and generate live social media content. During the course of the conference, we slowly revealed that Astroboost was a sham meant to be the antithesis of Adobe’s effective marketing solutions and ultimately directing people to real Adobe products. The campaign was a great success, gaining widespread attention at the conference, on social media, and in top trade publications.