What's in the box?

The Brief: 
Adobe were preparing to unleash Creative Suite 3, the largest simultaneous launch of Adobe software products ever. The hotly-anticipated new suite enables creative professionals to go from initial concept to polished final execution smoothly and seamlessly. 

The Response: 
We couldn’t give away any answers – so we asked a question instead. 

The “What is in the box?” campaign included a teaser video, microsite, direct mail piece and launch party. We created a fully integrated campaign because the audience included not just the web-savvy digerati, but also more 'traditional' creatives like illustrators, print designers and photographers. 

Results: 
26,000 people visited the microsite from all over the world (London, New York, Seattle, Miami, LA, Rio de Janeiro, Bogota, Buenos Aires, Tokyo, Taipei, Shanghai, Melbourne, Sydney, Auckland, and every major city in Europe). 4000 creatives requested a box, and there were 100,000 views of the video on Youtube.