Take stock

18 : 10 : 2016 Adobe : Stock Photography : Anti-authenticity Marketing

US – To mark the death of traditional stock photography, Adobe Stock has created a clothing line campaign.

  • Adobe Stock enlisted Swedish advertising agency Abby Priest to create awareness about its new offering
  • The campaign, Adobe Stock Apparel, pokes fun at traditional stock images
Adobe Stock Apparel by Abbey Priest, US Adobe Stock Apparel by Abbey Priest, US
Adobe Stock Apparel by Abbey Priest, US Adobe Stock Apparel by Abbey Priest, US
Adobe Stock Apparel by Abbey Priest, US Adobe Stock Apparel by Abbey Priest, US
Adobe Stock Apparel by Abbey Priest, US Adobe Stock Apparel by Abbey Priest, US

The direct marketing campaign involved creating a line of clothing with stock photography on it, and sending it to some of Adobe’s enterprise customers, as well as an accompanying lookbook. In the lookbook, copy on the page describes the imagery in a way that is simultaneously straightforward and ironic.

‘Some stock images have earned their place in the history books – classic motifs that have been overused and established as hilarious clichés, known, loved and/or hated by all,' says Abby Priest creative director Oskar Hellqvist in a Q&A on the Adobe site. ‘Turning them into a limited-edition clothing line is our way to salute them and an attempt to create something disruptive and unconventional in the genre.’

The clothing and lookbook are designed to mark the end of traditional stock photography as Adobe Stock’s premium images are now integrated into Adobe’s Creative Cloud offerings, making them easier to access.

The Big Picture

While this campaign was B2B, a similar tone of voice is increasingly being used in marketing in general. For more, see our Anti-authenticity Marketing macrotrend.

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