AGENCY: McCann Erickson
CLIENT: HP
YEAR: 2010
ROLE: Art Director

6 Months ago McCann Erickson pitched for the HP Global business account. We were tasked with creating a new Tagline for HP as well as a new global look including visual devices that could transfer to various foreign markets and encapsulate the HP brand as a whole.

 

The line we ended up presenting was HP Is How. Although Goodby’s line Everybody On was finally selected as the strap line, HP has asked us to develop and explore many of the digital and experiential concepts partner Dan Read and myself developed for the pitch.  HP Is How represented the unique market position of HP. Being a developer of hardware (business and consumer), software. desktop PC’s and laptops, HP is truly an omnipresent brand in most people’s lives, both work and at home. HP has their fingerprint on everything from the space industry to fast food and from the competitive business landscape to the competitive gaming communities at home and online. We use HP Is How to pull the curtain and reveal the technology behing all the activities, websites, and technological innovations that affect consumers life.

 

We developed not only executional solutions (rich-media, social media solutions, microsites) but also large scale global projects that demonstrated the depth and reach of HP products but also their power as a company to positively impact the lives or both the users of their products as well as those who don’t yet have access.

 

NOTE: Work examples include spec and proof of concept pieces. Not all pieces shown were developed.

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