Event activation · Webdam
Creative Briefs
A live activation at Adobe MAX for Workstream, Webdam's creative project-management tool. Its drag-and-drop creative brief builder became a booth where we screen-printed "Creative Briefs" onto underwear, live, for a room full of creative directors. It tripled our lead goal.
The idea
Turn a feature into the most wanted booth at Adobe MAX.
Workstream, Webdam's creative project-management tool, had a drag-and-drop creative brief builder. Adobe MAX is packed with creative directors and designers, the exact people who live and die by the creative brief. So we leaned all the way into the pun: "good creative needs good creative briefs," and we made the briefs literal.
The activation
Live screen-printing, in the booth, all day.
We set up a working screen-print station on the show floor and printed "Creative Briefs" onto underwear while our sales team pitched Workstream. I built the screen-print rig myself, had all the screens made, and taught our CMO and two salespeople how to print so we could keep up with demand. The line ran about an hour for most of the show, which handed the sales team a captive, qualified audience the entire time.
The swag
The swag became the campaign.
Attendees walked away with freshly printed underwear on branded coat hangers, because they had nowhere to put them, which turned hundreds of creatives into walking billboards for the booth across the whole show floor. The full line ran from tees and aprons to a set of cheeky pins: Think Outside the Boxers, I Like Good Briefs and I Cannot Lie.
We set a goal of 400 leads. We walked away with 1,200, and the booth everyone at the show was talking about.Adobe MAX 2017
What I took from it
Takeaways.
A Creative Director who builds it, not just briefs it
I came up with the concept, designed the line, built the screen-print rig, and trained the team to run it. I like ideas I can actually make real on the floor.
Creative that moves the number
A booth pun turned into 1,200 leads, triple our goal, and a show floor full of walking billboards. The best brand moments are the ones that also fill the pipeline.
Part of the Workstream launch
This activation was one piece of the bigger product launch it supported.