Cannes Lions

HP TECHNOLOGY

GOODBY SILVERSTEIN & PARTNERS, San Francisco / HEWLET-PACKARD / 2005

Film
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Overview

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Credits

Overview

Description

+hp is the simple symbol that unites all communications for one of the world's most diverse technology companies. The +hp campaign unified creative work for radically different audiences - buyers of digital cameras and buyers of servers and supercomputers. From photography to music to enterprise computing, +hp has proven to be an infinitely flexible device. It has had to be. Increating the entry for the Titanium jury, we have picked only a small sample from, literally, thousands of creative executions, across every medium, adapted into dozens of languages.

Execution

The +hp campaign encompasses a series of brand and segment efforts (digital photography, music and enterprise computing). The launches for each were simultaneous across media - typically, a foundation of interactive work, microsites, newspaper and TV would launch on the same day in each geographic region. But the "launches" never ended. New ideas in new media would be added as opportunities arose: sudden availability of Reuters' digital billboard in Times Square, an "2005 Inventions" direct mail catalogue for the holidays, HP's newly signed partnerships with media companies like Yahoo, even the schedules of building construction - and hence, available oversized outdoor - at London's National Gallery and Moscow's Red Square.

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