A one-of-a-kind campaign showing Adobe Express is the perfect sidekick for student life.
Campaign
Branding
Adobe approached us with something very cool: In 2025, every UK university student would be given free access to their brand new product, Adobe Express, big news.
Our task? Create a campaign that not only spread the word, but got students actively using Express—showing them just how perfect it is for everything they need to create during their studies.
Students get in free
All in a day’s work
What does it mean to be a student today? Sure, there’s studying and lectures, etc. But there’s also launching podcasts, building side hustles, growing YouTube channels, and curating social feeds.
Adobe wanted to spotlight their huge range of templates, so we leaned into the duality of student life.
We developed a stylised, playful expression of a digital workspace complete with an extensive collection of emoji stickers to house our templates.
Our creative positioned Express as the go-to tool to help students stay on top of everything uni throws at them.
For today’s 18–24-year-olds, authenticity is everything, they expect the brands they follow to show up in culture genuinely and naturally, not in a forced or out-of-touch way.
So, across social, we steered clear of big-name influencers with obvious brand deals, and instead collaborated with real university students from across the UK.
We anchored the campaign in a series of user-generated-style videos, giving these students the platform to show their peers how Express fits seamlessly into uni life.
Keep it real
To support our messaging strategy celebrating the duality of student life, we placed a major opportunity at the heart of our campaign: the chance for students to win a one-day festival for their university, simply by using Express.
Work hard, play hard
To enter the competition, students needed only log in with their free accounts and create anything related to their studies, socials, or side hustles. Each design submitted earned one point for their university, sparking a nationwide creative showdown to see which university would come out on top.
“Working with Happy Ending was a joy from start to finish. Ross and the team brought an infectious energy and a level of commitment that went far beyond what we expected. They took the time to truly understand our business and the market we operate in, helping us build a purpose-driven brand that felt authentic and distinctive. The thinking they brought to the table was bold, fresh and deeply strategic — and the results spoke for themselves. Our rebrand and website launch coincided with a doubling of our sales over the following year, and we continue to enjoy stronger customer loyalty than ever before. Happy Ending genuinely cared about making a difference, and it showed in every interaction.”
Patrick Welsh, Marketing Director, Fallen and Felled
