Adobe wanted to introduce its new software XD. And in a way that literally draws people in. The target audience: young web designers who, at special university and industry events, should get pumped to try the tool themselves. A classic product demo? Nope. What was needed was an idea that magically pulls people to the booth and makes testing happen on its own.
Our idea: a modular booth system made from unbranded beverage crates. Simple, flexible, surprising. From that we developed the complete booth concept "Waffles & Wireframes," including its own logo.
The plain crates became a counter made of real American walnut, crowned with the neon logo. Tradition meets tech, craftsmanship meets software.
But the real magnet was the sense of smell. Nobody can resist that. So we lured visitors to the booth with fragrant, homemade waffles, freshly baked and branded with XD. Once you were there, you stayed. And you tested. That's how "just a quick sample" turned, almost incidentally, into a real Adobe XD test session.
The impact was tasty and loud. 500 waffles over two days, more than 80 test sessions with the new software, and countless posts on social media.
Our idea: a modular booth system made from unbranded beverage crates. Simple, flexible, surprising. From that we developed the complete booth concept "Waffles & Wireframes," including its own logo.
The plain crates became a counter made of real American walnut, crowned with the neon logo. Tradition meets tech, craftsmanship meets software.
But the real magnet was the sense of smell. Nobody can resist that. So we lured visitors to the booth with fragrant, homemade waffles, freshly baked and branded with XD. Once you were there, you stayed. And you tested. That's how "just a quick sample" turned, almost incidentally, into a real Adobe XD test session.
The impact was tasty and loud. 500 waffles over two days, more than 80 test sessions with the new software, and countless posts on social media.
