AGENCY: McCann Erickson
CLIENT: HP
YEAR: 2010 - 2011
ROLE: Art Director, Strategist
HP has a pocket full of cash. What amazing, mind-blowing disruptive ideas can you come up?
A dream project for any Art Director, HP approached McCann Erickson to present impactive strategies and concepts that would enforce HP’s new positioning as an enabler of people’s various passions. We responded with 15 strong concepts of which 3 were selected for further exploration. Final concept is still being decided upon.
IDEA 01: The world mood
EVERY DAY, MILLIONS OF PEOPLE TELL THE WORLD HOW THEY FEEL. Be it Tweets, Facebook status updates, YouTube, blogs or search queries. In their totality, they are collectively the passions of Humanity. HP can aggregate all these emotions and create a color that represents the mood of the world as a whole. The world mood, can then be displayed and communicated in a disruptive way and in disruptive locations.
For example, on a large Topaz in places like Times Square or Tokyo. This dynamic “World Ticker” would show the mood of the planet and what is trending globally at the moment. Each color would represent a certain mood. All brought to you by HP, the technology company that celebrates peoples passions.
IDEA 02: Media Domination
If HP celebrates personal passions, let’s give people a canvas to share them in a dramatic and inspirational way using the biggest media depth and breadth ever imagined.
For the first time ever, HP will dominate the entire Sunday Edition of the New York Times, full issues of TIme and Wired Magazine (plus several other key media properties) and fill them not with ads, but people’s personal stories and expressions of passion – be it in the form of a video from YouTube, an essay on Facebook, or a photo submitted on Flikr.
To kick it off, we’ll advertise in traditional and social media that we’re giving people the ultimate platform to express their passions. Once we collected all the expressions, we’re going to open it back up for people to vote on. Once people have voted, we will segment their personal expressions in media that relates their passions to our products. All media will drive to the HP Play Facebook page and the “365 Days of Passion” tab where we celebrate 52 unique passions and offer special redemption packages (relavent to that week’s passion) to customers who have recently purchased WebOS enabled devices. “365 Days of Passion” kicks off with the release of the HP TouchPad.
IDEA 03: FEEL THE PASSION
To emphasize the immersive EXPERIENCES THAT COME FROM HP PRODUCTS, we will take over commuter train stations to envelop pedestrians with passion-orientated experiences. We can use walls, floor, ceiling to create massive panoramic environments, be it the Amazon jungle, the top of Everest, or the view from the pitcher’s mound in AT&T Park (to represent a full breadth of people passions). We’d also manipulate sound, temperature, and atmospheric elements as well.
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