Goodby, Adobe Eliminate Paper Chase

SAN FRANCISCO Adobe today breaks a print campaign from Goodby, Silverstein & Partners that introduces “Better by Adobe” as the tagline.

The effort for Adobe Intelligent Document Platform software, which consists of four print executions, debuts with a full page ad in The Wall Street Journal.

Nadav Kandar shot the photographs featured in the ad series, which shows stacks of documents and filing cabinets to illustrate the problem businesses face when weighted down in paperwork. The photos blend the reality of people going about their daily business routines amid surreal skyscrapers of paper and rows of cubicles that resemble mazes.

“It was an enormous challenge to convey the breadth and depth of this issue with only a photograph and a few sentences of ad copy,” said Rich Silverstein, co-chairman and creative director of the Omnicom Group shop in San Francisco.

“Simplicity at Work” is the campaign’s overall theme and it represents Adobe’s first major enterprise initiative, showing how the software company is targeting other demographics beyond its creative professional market. Ads are directed at C-level executives and purchasers in finance, government and information technology.

The series will run in business magazines including Business Week, Fortune and Forbes, as well as more than 25 trade periodicals like Computerworld, Federal Computer Week and American Banker. Online ads will appear on sites such as,, zdnet and Yahoo! Spending was not disclosed.

Adobe, based in San Jose, Calif., spent $20 million on advertising in 2003 and $1.1 million through July 2004, per Nielsen Monitor-Plus.

The client is building on its brand reputation for providing customers with a powerful, more intuitive way of communicating, said Melissa Dyrdahl, svp of corporate marketing at Adobe.

She said organizations are struggling to fulfill their missions and reduce costs while working within inconsistent IT systems and disparate, paper-based processes.

“The ‘Simplicity at Work’ campaign is designed to communicate with these customers in a compelling, visual way that Adobe understands their pain,” Dyrdahl said.