Objective: Adobe hired 7D8 to create an on-the-street AdWeek activation promoting their ThinkTank brand and AdCloud. The goal: win Adobe the #1 share of voice at Advertising Week.

Solution: With “transparency” as the big idea, we created opportunities for radical honesty. We built a transparency “tank” in the middle of Times Square, where live broadcast interviews were conducted with advertising industry leaders. We also created a “black box” confessional booth where Advertising Week attendees could go and anonymously confess their worst marketing mistakes. These confessions were then shown in a humorous way on the street, for all to see. And as a culmination to the discussion, we produced a live-streamed ThinkTank at the NY offices of the award-winning ad agency McGarryBowen, where 9 industry experts discussed the future of advertising and the topic of transparency.