BRIEF

Introduce HP's new brand positioning "Making Memories Last" to the Brazilian youth during São Paulo's biggest music event: the Planeta Terra Festival.

SOLUTION

We basically reinvented an old icon from rock concerts. The HP Photoball had an integrated HD camera and Wi-Fi antenna, which captured fans reactions from a totally new perspective and broadcasted these images in real-time onto the stage screen, Facebook fan page, HP stand (where 2,000 photos were printed in a few hours) and via live stream to over 3 million online viewers.