The Original Brushes of Edvard Munch

Adobe

In collaboration with the Munch Museum in Oslo, we digitized the over 100-year-old original paintbrushes of Norwegian master painter Edvard Munch. The fragile originals were transformed into an exclusive set of brushes for Photoshop CC – to inspire and engage a new generation of artists to paint like a master.

Brief

In spring 2017 Adobe wanted to inspire and engage a new generation of artists all around the world to find their inner creativity with the tools of a master. The purpose of the campaign was to generate new subscribers to Adobe CC and to engage the target audience – creatives.

Concept

Together with the Munch Museum in Oslo we digitalized the, more than 100- year-old, original brushes of the master painter Edvard Munch and made them available as a free brush kit exclusive for Photoshop. The campaign ran globally over a 3-month period and gave artists all over the world the opportunity to paint with the legendary tools.

Insight

Adobe Photoshop CC is the world’s most popular tool for digital creation. But real inspiration and creativity comes from inside the artist. To get creatives to start painting digitally we had to create something unique, something that would give the program a soul beyond the digital interface.

Results

The brush kits were downloaded 40 500 times, surpassing the original goal of 1 000 downloads with 3950%. Adobe CC received almost three times the number of subscribers than the original estimate. The gross range was calculated to 1,3 billion, 401% of the original target. According to the Adobe User Brand Engagement Scorecard individuals targeted by the campaign also displayed an increased brand engagement of 25%. Those who also downloaded the brush kit had a brand engagement increase of 73%.