adobe x billie eilish
Adobe partnered with Billie to make the release of her new album her most personal work yet.
Awards: Cannes Lions Entertainment Shortlist, 2 Clio Music Silver Winner, Gold Effie Winner (Brand Integration and Entertainment Partnerships)
the spot
First, Adobe aired a spot in conjunction with Billie’s highly anticipated “Happier Than Ever” music video release. It explored Billie’s take on creating and dove into her imagination to show how she came up with the idea for the video.
the making of
A few days later, Billie shared a behind-the-scenes video of her creative process and how she used Adobe Creative Cloud to come up with, direct and edit her music video herself.
igniting her fans
Finally, Billie invited her fans to create art and share their creativity.
on social
The #BillieXAdobe hashtag on Instagram was flooded with fan art and garnered 1.4 billion impressions.
Here are just a couple submissions:
on billboards
Adobe then gave Billie fans a bigger platform by sharing their art on billboards around the country.
on tour
Billie also invited fans to be a part of her world tour by featuring their art onstage in an opening act gallery as well as on her official tour merch.
The Resurface T-shirt was the second highest performing shirt in her store, with over 2.2k units sold and $78k in net revenue donated to Textile Exchange.
The partnership between Adobe and Billie resulted in 3x campaign ROI and a 22% increase in global subscriptions. More importantly, it gave fans an intimate look at Billie’s creative process and inspired them to be creative themselves.