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Adobe: PDF Like A Boss by Wavemaker & 72andSunny

Client: Adobe
Date: Feb 2019
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To promote its Document Cloud, Adobe is debuting an experiential TV spot during the AT&T Pebble Beach Pro-Am on the Golf Channel, the first-ever native integration to use the green of a golf course.

The 'PDF Like A Boss' logo will appear between tournament play. After the leader board goes up, the camera will swing to a shot of the 18th hole showing the slogan while the broadcasters will namedrop Adobe as one of the tournament's sponsors.

Knowing how much business is done on the golf course, Adobe vice-president of experience marketing Alex Amado said the integration is a cross between a B2B campaign targeting boardroom executives and a B2C campaign aiming to educate everyday office workers about Adobe Document Cloud products Acrobat DC and Adobe Sign.

"We're targeting multiple levels of the potential buying audience, all the way down to office workers to boardroom executives, and we have different and hopefully relevant messages for different layers of those audiences. The PGA piece and the story that we're telling on the green is definitely about the B2B executive or the B2B audience who are going to look at Acrobat and Adobe Sign as tools to help them make their business run faster in a more modern way.

"We also have aspects of this campaign that are really speaking to the individual knowledge worker and helping them get control of their documents and their approvals and processes that every day can slow people down," Amado told The Drum.

Adobe Studio, the company's in-house creative agency, and Wavemaker worked together on the experiential piece.

Creative agency 72andSunny ideated the 'PDF Like A Boss' tagline, while Adobe studios worked on the larger 30-second spot and accompanying campaign, which will be seen across social channels and during other golf tournaments on NBC, which owns the Golf Channel.