In order to promote Adobe MAX Japan event on September 2nd, 2016, we initiated the “MAX Challenge” – a competition challenging users in Japan to use their creativity to redefine the Adobe MAX logo in their own perspective.
More than 200 artworks were submitted on the Behance portfolio site. By releasing series of How-To blog posts, we drove momentum of the campaign throughout the 4 week campaign period. We developed tutorials for useful tools to use in the challenge to encourage more entries. Those works were displayed using projection mapping onto a 3D MAX logo visual at the event.
In order to amplify the social campaign, we leveraged Adobe’s own portfolio platform Behance and Twitter. We aimed to provide a platform for Japanese creatives to express themselves and purely challenge by making their original piece with the MAX logo. As a result, we successfully raised awareness of Behance and created excitement toward Adobe MAX Japan.