案例库 · 市场与品牌 · 市场决策 · 2023-2024
这条还没译成中文，下面是英文原文。
RADWIMPS fans drew the lyrics in Photoshop; Adobe stitched them into the video
Adobe turned its tools into the canvas for a co-created RADWIMPS lyric video for the J.League anthem.
Adobe
那一手
Adobe's problem with young Japanese music fans is that Photoshop looks like a professional's tool, not something they would open. RADWIMPS' new song 'DAIDANEN feat. ZORN' - the J.League 30th Anniversary Anthem - gave the brand a cultural moment to enter.
ENJIN TOKYO's 'Lyric Art Project' invited fans to use Photoshop to create art pieces based on the song's lyrics. The fan-made artworks were then stitched together into a co-created lyric video for the anthem, so the finished content was literally built inside the product Adobe wanted to sell.
The project was shortlisted at Spikes Asia 2024 for two Music awards (Brand or Product Integration into Music Content and Fan Engagement), and later won a Silver at the Clio Music Awards in the Experience/Activation category.
为什么管用
- Fans create the content, so the brand never has to lecture about features.
- The finished video demonstrates Photoshop's range across dozens of styles.
- Music fandom supplies the emotion that software demos lack.
- Every participant shares the result, distributing the brand message.
可以搬走什么
To demo a creative tool to a young audience, hand it to them inside a moment they already care about - co-created content shows the product's range and the fans do the distribution.
后来呢
The lyric video became the official visual for a J.League anthem, the project earned two Spikes Asia 2024 Music shortlists and a Clio Music Silver, and it gave Adobe a repeatable format for co-creating content inside its own tools.
资料来源
- Wins Silver and Bronze Awards at Clio Music Awards
- Spikes Asia 2024 shortlists: Australia leads the pack
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