Adobe Acrobat is perceived by most users as a corporate tool — associated with bureaucracy, contracts, and work processes.
Adobe Brasil wanted to change that perception, showing that Acrobat can be present in the moments that truly matter to people.
Communicating software features without delivering a technical demo.
The challenge was emotional: finding the human angle that would make Acrobat relevant beyond the office.
Scanning, digital signatures, collaboration, password protection, generative AI — all real features that needed a human framing to become meaningful.
The core insight: documents aren't just bureaucracy — they're memory.
Family recipes, old letters, certificates, life records. From there, the strategy was to build a narrative with real protagonists, whose stories made the product a natural consequence, not the main subject.
"Memories with Acrobat" — the family recipe as a metaphor for heritage and continuity.
Creative concept: Campaign built around Lorenzo Ravioli, winner of MasterChef Junior Brazil 2015 at age 12, and his father Franco. The family recipe, digitized and preserved in Acrobat, as a metaphor for heritage and continuity.
Product positioning: Acrobat's features (scanning, password protection, digital signatures, collaboration, and generative AI) appear integrated into the narrative — not as features, but as ways to preserve what matters.
Real protagonists: The choice of Lorenzo and Franco Ravioli — a duo well known to the Brazilian public — ensured authenticity and reach without relying on a celebrity disconnected from the theme.