We executed all this by embracing change within the media. Airport sliding glass doors revealed dynamic messages as they opened and closed. Revolving doors highlighted the “embrace change” message. Kiosks in business centres used holograms that altered for passers-by, and a garden unit grew to reveal the “embrace change” message. Billboards with rotating panels showcased the message. Highway billboards appeared to grow with monthly ivy installations. Building projections demonstrated change in motion.

This was an integral component of the campaign which resulted in overall 45% target awareness of Hewlett-Packard’s “embrace change” message (Millward Brown Tracker). Our innovative approach received extensive news coverage including features in USA Today, reaching 5.2 million readers, as well as Brandweek and B2B Magazine.