Apr 5, 2005

Adobe introduces “Everything but the Idea”

Press Release: SAN JOSE, Calif. — April 5, 2005 — Adobe Systems Incorporated (Nasdaq:ADBE) today introduced its “Everything but the Idea” ad campaign, designed to reinforce the company’s connection to the creative professional community and drive demand for Adobe® Creative Suite 2, announced yesterday. The ad campaign – which aims to create a deeper, more emotional connection with graphic artists, designers and other creative professionals – was developed by advertising firm Goodby, Silverstein & Partners of San Francisco. The campaign represents a broad strategic marketing effort by Adobe that includes advertising, direct marketing, public relations and special events such as the Ideas Conference held in New York yesterday.

Building on the success of Adobe’s “Design Therapy” campaign in 2003, the new ads reach out to graphic designers, illustrators, professional photographers, art directors and the creative industry at large by expressing Adobe’s passion for ideas and demonstrating the company’s strong understanding of the creative process. The campaign positions the new Adobe Creative Suite 2 as the essential, integrated and upgraded software needed to help bring ideas to life.

The imagery used in the ads catches designers, photographers, illustrators and others at the precise moment when they’re on the cusp of having a big idea, often working late at night. Renowned photographer Philip-Lorca diCorcia shot the photographs featured in the ad series. The copy speaks the “insider” language of creative professionals, helping to establish a more immediate connection.

“We’re demonstrating Adobe’s compassion for what creative pros live through every day: the constant struggle to generate fresh ideas,” said Melissa Dyrdahl, senior vice president of corporate marketing and communications at Adobe. “Rather than focus on individual product features and benefits, the `Everything but the Idea’ campaign demonstrates Adobe’s understanding that ideas are at the foundation of every designer’s world.”

The campaign consists of three ads, which will run in leading design industry publications, including Archive, CMYK, Communication Arts, Eye, HOW, ID, Print and Step Inside Design, as well as outlets that designers turn to for creative inspiration such as Flaunt, Surface, Wallpaper, Black Book, Dwell, and Nylon. Outdoor ads will run in New York on phone kiosks, transit shelters, urban panels and wild postings at construction sites.

To extend the print and outdoor ad effort, the campaign includes a series of online ads, to be featured on sites such as,, and Using clever, spare text and clean graphics, the online ads aim to engage their audience on a highly personal level. One banner ad invites readers to pitch Goodby, Silverstein’s creative director Rich Silverstein a creative concept, as if in a one-on-one meeting. Other ads fantasize about the “idea fairy” and comment slyly on the pressure to win awards for creative work. To round out its marketing mix, Adobe hosted the Ideas Conference yesterday in New York. The event – where Adobe Creative Suite 2 was formally launched to an audience of 1,000 creative professionals – featured presentations from design industry luminaries, keynotes from Adobe executives, and hands-on workshops.

“Like our audience, we live, eat, sleep and breathe what creative professionals do on a daily basis, which allowed us to bring special insight and humor into the ads,” said Rich Silverstein, creative director and co-chairman of Goodby, Silverstein & Partners. “The campaign imagery shows that Adobe feels what designers feel, and the text communicates in a voice that is sophisticated, yet honest, human and real, without any technical jargon and advertising double-talk.”

The print and online ads will also be rolled out in Europe and Japan over the next several months.

Adobe Creative Suite 2

Adobe Creative Suite 2 Premium Edition integrates new full-versions of indispensable design software — Adobe Photoshop® CS2, Adobe InDesign® CS2, Adobe Illustrator® CS2, and Adobe GoLive® CS2 — with the all-new Version Cue® CS2. The recently released Adobe Acrobat® 7.0 Professional also is included, as a key application in this milestone software release. A radical new Adobe Creative Suite component, Adobe Bridge, acts as a hub for productivity, imagery and creativity, providing multi-view file browsing and smooth cross-product integration across Adobe Creative Suite 2 software. It also provides access to Adobe Stock Photos, a new stock photography service that offers one-stop shopping for high-quality, royalty-free images for layout and design (see separate press release). With advanced mobile authoring, for standards such as SVG-t, Adobe Creative Suite 2 accelerates design and publishing workflows — for print, the Web and the latest generation of handheld devices.

About Adobe Systems Incorporated

Adobe is the world’s leading provider of software solutions to create, manage and deliver high-impact, reliable digital content. For more information, visit .


© 2005 Adobe Systems Incorporated. All rights reserved. Adobe, the Adobe logo, Photoshop, InDesign, GoLive, Version Cue and Acrobat are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries.

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