AGENCY: McCann Erickson | twofifteenmccann
CLIENT: HP
YEAR: 2011
ROLE: Sr. Art Director

Over the last 8 months myself and the McCann Erickson HP team (later joining agencytwofifteen) crafted the HP global campaign “Everybody On HP”. HP approved our work worldwide for all PC category work, both consumer and commercial. A giant win for McCann and later agencytwofifteen, this represented the 1st time IPG agencies were put in charge of all above-the-line/campaign work and were tasked with providing templates and assets to all regions around the globe.

 

The line “Everybody On” was concepted by Goodby late in 2010. Even though the line showed a lot of potential and had gained traction within the halls at HP, the platform was vulnerable to being a generic technology message unless we demonstrated how HP’s devices provide unique access to this mission.

 

Our task at twofifteenmccann was to get “Everybody On” by defining the theme through the products as they are TODAY. Our first step was to figure out our product differentiating claims. For EliteBooks: You are “on” because you have the assurance of reliable access to your content, no matter what or where. For HP Envy: You are “on” because you can enjoy hearing music the way you want to experience it, and not how it is mandated by technology. For TouchPad: You are “on” because of the intuitiveness of using technology the way you instinctively want to, and not the way you were taught to. For Touchpad and Veer: You are “on” because your content is effortlessly shared between mobile devices.

 

Our second step was to figure out a graphic mechanism that was versatile enough to not only speak to these claims in an innovative manner but also to tie all of HP’s various products, applications/OS and divisions together using one consistent tone, look and feel. Since HP is amongst the largest technology providers in the world this mechanism and tone also had to be easy to trans-create for markets all around the globe.

 

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

 

Campaign Video and Flash Links:

 

Everybody On Worldwide Sizzle Reel

 

 

 

 

EMEA Back to School Banner

 

 

 

Download PDF


Visit Homepage