At the end of February, Twitter went into meltdown over the colour of one certain black and blue (deal with it folks) dress.

Cue some very reactive digital PR from the clever clogs at Adobe, who instantly spotted an opportunity to highlight, through Photoshop of course, that the dress was in fact black and blue and not white and gold. A PR open goal if there has ever been one, or a sitter, as Match of the Day pundits would put it.

It’s announcement via Twitter was included in virtually every article going on The Dress, as well as how to guides for Photoshop which we hoped would end the debate once and for all… or until someone else posts a colour confused item of clothing.

Adobe demonstrated issues hijacking at its simplest and most effective – an important lesson to take in for all PR professionals.