The $3.25 million campaign created by Omnicom Group's Goodby, Silverstein & Partners, San Francisco, delivers a new tagline, "Tools for the New Work," to promote Adobe InDesign, a software for page layout.
The effort is
The campaign debuts in New York, where Seybold 2002, a conference of graphic design and advertising professionals, takes place this week. Ads featuring artists' brushes and other tools appear on billboards, transit shelters and kiosks in New York and in trade publications.
The campaign for InDesign is the first part of a new drive to position the company as a major player in network publishing that will also include the San Jose, Calif.-based marketer's other publishing software: Adobe Acrobat, Adobe Illustrator and Adobe Photoshop software.
Adobe's billings at Goodby are estimated at $20 million.