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Acrobat 9: Launch Campaign

Telling Adobe Acrobat 9’s Story, So Users Can Better Tell Theirs

The release of Acrobat 9 saw a significant advance in technology features that extended the functionality of the application beyond a document reader. Adobe needed to present these enhancements in an engaging and non-technical way that educated both new and experienced users on the advances and usefulness of the newest version.

As digital storytellers, we felt this was the perfect opportunity to tell the Acrobat 9 story through in-depth product walkthroughs, animated demonstrations and compelling narratives. In addition to the broad, overarching plot, the product Microsite featured an element that invited visitors to define their own story—a module that allowed users to create and share their own playlists based on challenges they themselves face every day.

In the end, more than 30 chapters were incorporated into what may be the most extensive library of Acrobat exposition. It has been utilized by both pragmatic consumers and heavy business users as a means of discovering the many new multimedia functions of the Adobe Acrobat 9.

"This project was created to provide some insight into the breadth of the Acrobat 9 application. To that end, we chose to ‘show’ rather than ‘tell’."

Josh Esguia Creative Director