Titanium > Titanium and Integrated
PAULO COELHO
GOODBY SILVERSTEIN & PARTNERS, San Francisco / HEWLET-PACKARD / 2008
Awards:
Overview
Credits
OVERVIEW
CampaignDescription
The Computer Is Personal Again campaign celebrates the personal aspects of HP technology and how it can fuel creativity. The campaign illustrates this through the computers of inspiring personalities such as best-selling author Paulo Coelho. The world was given a look into Paulo’s world and shown how HP brings his words to life. For the contest portion of the campaign, we invited filmmakers from all over the globe to create a film based on one of fifteen characters from his book The Witch of Portobello. The winning submissions will be chosen by Paulo and edited together to recreate the book.
Implementation
The launch began with a :30 TV commercial that expressed Paulo’s interests and hobbies through a visual style that reflected his personality. Interactive Web experiences deepened the “Personal Again” messaging by giving viewers a look inside Paulo’s head through animating passages from his book The Alchemist. Paulo’s film competition launched at the Sundance Film Festival with videos, banners, print and a website designed to attract patrons. Banners were even placed on niche sites to target film students and independent artists. To date, the videos have been posted on over 50 websites and blogs globally, and translated for Latin America.
Relevancy
Paulo Coelho’s international recognition as a best-selling author made the campaign experience not only a success in the U.S. but also worldwide. Paulo’s film contest has received coverage in newspapers such as The Times in the UK and El País in Spain. So far, over 4,000 people have entered the contest. Due to the overwhelming response to the campaign, Paulo extended the deadline for entries from March 31st to May 31st 2008 when fifteen winners will be announced. Paulo will unveil the finished film at the 2009 Cannes Film Festival.
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