Story

Gen Z saw Adobe as software for professionals, powerful but not for them. With the launch of Adobe Express, that perception needed to change. The challenge was making Adobe feel accessible, relevant and genuinely useful to a generation of student creators.

Action

For three consecutive freshers seasons, we made Adobe Express the standout experience on campus.

The hero: a fully branded Express Train touring universities nationwide. Students stepped on board, designed their own posters using Adobe Express, and left with something printed and personal. A brand known for professional creative tools suddenly felt like it belonged to them.

We recruited 80 student brand ambassadors across 40 universities to keep the momentum going beyond a single moment. Through hands-on workshops, creative tasks, and society partnerships, ambassadors brought the everyday value of Adobe Express to life across Terms 1 and 2. Each year the campaign evolved, with new personalised products keeping the experience fresh.

Three years of success in the UK led to the campaign expanding into the US and Australia. In Australia alone, we hit 120% of target during O'Week across 7 university campuses.