Adobe / Satirical Style
This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world
Software company promotes its stock image library with an ironic fashion line
To bring attention to its new royalty-free image service, Adobe has created a clothing line featuring cheesy stock images from the past.
T-shirts and jumpers emblazoned with ‘happy senior couple piggy backing at the beach’ and ‘smiling woman drawing red graph’ were modelled by some hipster-y types and compiled into an online lookbook– with a link to an Adobe Stock trial at the end.
Created by agency Abby Priest in Stockholm, the Stock Apparel collection is going to be available to a selection of Adobe Stock customers.
Contagious Insight /
Tongue-in-cheek tactics / The gloriously generic stock images that Adobe used in this campaign do a great job at illustrating how clichéd stock imagery can be – and gives any creative who uses stock photos a good reason to invest in a reliable source. With the launch of Adobe Stock, the brand is aiming to provide an easy to use platform that can be seamlessly accessed through the Creative Cloud app – something that Adobe claims didn’t exist until now.
At the beginning of the lookbook, it states: ‘Let’s all hail the stock images from an era when stock images were looking very much like… stock images. Finding these images used to require hours on stock photo agency websites. It’s time to leave both images and the obsolete workflow behind.’
By using entertainingly ironic images, Adobe has managed to turn quite a dull development (a new stock image library setup) into something both attention grabbing and shareable.
Conversational clichés / Adobe aren’t the first to take the mick out of stock images, a whole website has been set up dedicated to ‘women laughing alone with salad’, Buzzfeed compiled a pretty lengthy list of ‘men laughing alone with yogurt’ and many stock images have been turned into memes (including the ‘smiling seniors using laptop’ shot featured in Adobe’s lookbook).
Silly stock images have proved to be entertaining in the past, and that makes them a reliable way to get a conversation going around Adobe and its new platform.
This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.