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Adobe Express
Art Director
Copywriter/Video Editor
Hiba Zahir
Copywriter
Strategist
Strategist
What Generation Z and Adobe have in common is being misunderstood. The world thinks Gen Z is too entitled and lazy and Gen Z creatives hate using Adobe. However, Gen Z is the frontman of bringing forth change—from climate change to racial equality. Adobe wants to give Gen Z the right tools, a platform and the credit they deserve. This campaign is about earning The M.A.D. perspective and seeing both, Gen Z and Adobe in a new light.
Challenge: Make Adobe relevant to Gen Z creatives.
Insight: Gen Z is often misunderstood and so is Adobe.
Big Idea: Gen Z is M.A.D. They are generation “Make A Difference.”
—D&AD New Blood 2024 submission—
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