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____________________[PRO] Adobe Pushes Paper Metaphor

Looking to raise its visibility as an enterprise software player and tout its software document products as a viable replacement for paper, Adobe this week will roll an estimated $8 million-plus global effort depicting the chaos of paperwork.

The campaign, themed "Simplicity at Work," positions Adobe's digital documents as a solution for paper-strewn offices.

The ads, via Goodby, Silverstein, San Francisco, and lensed by Nadav Kandar, use a motif in which objects associated with a traditional, paper-using office are seen as somewhat sinister. In one, a row of imposing skyscrapers turn out to be file cabinets and paper stacks, while a headline reads, "Maybe the way we're working isn't working."

Another shows a maze of cubicles and the line, "How did 80% of information become 100% useless?" Jennifer Reynolds, group manager-worldwide advertising for Adobe, said the effort was based on research into real-world work environs: "It's complex and we want to show how we can bring simplicity to work. There are better ways to move your documents."

Reynolds said the campaign is Adobe's first push for the enterprise. "It's our first handshake with C-level executives," she said. The ads also unveil Adobe's new corporate tagline, "Better by Adobe." Placement includes The Wall Street Journal, Fortune and Forbes.

While an exact campaign spend was not revealed, Reynolds said it was Adobe's biggest effort to date. The company spent $20 million on media in 2003, per Nielsen Monitor-Plus.

Adobe Pushes Paper Metaphor

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