Set during back-to-school time, our film played up the end-of-summer tensions between parents and children and explored how tangible photographs can transport us back to treasured moments spent together. Rarely depicted in advertising, we focused on the changing dynamic between a father and his teenager daughter entering sixth grade.

As the first day of school arrives, a well-meaning father is seen recreating a cherished tradition: taking a photo with his daughter. This year, dad prints the photo on a Sprocket and packs it in his daughter’s lunch. All the while, the daughter is seen with a new-found surly teenage expression and general dismissiveness of dad. When she sees the photo in her lunchbox, she quickly hides it from her friends. In the end, dad is pleasantly surprised to find that his daughter has secretly decorated the underside of her bunk bed with all of the first-day of school Sprocket photos.

The social video launched on an HP microsite, YouTube, Facebook, and Twitter during back-to-school season. It ran from August 31st through the end of September in the U.S., Canada, Australia, Southeast Asia/Korea, Italy, Spain, Norway, Netherlands, the U.K., France, Portugal, Denmark, and Sweden.

While any single wrong move could have turned this film into a cliché, it hit all the right notes with a poignant depiction of a changing family relationship. Called “soul-stirring” in the trade press like Adweek and Creativity, this work was not only beautiful but with 23M impressions on Facebook, 6.5M views with a view rate between 25-29%, and a click rate of .09-.13%, it proved effective. While sales figures are being held close to the vest, according to Rob Enderle, principal analyst with the Enderle Group, "various resellers were pleased with the product, which is often sold out, and had described it as a 'surprising hit.’"