Nine months ago, Hewlett-Packard asked Publicis to create a campaign promoting their printers to graphics professionals. Working together we identified the critical audience as the iMac generation. The challenge was to bring HP printers into the creative process, and not just as a push of a button when the creativity has been completed. So we talked to them and we identified a core truth - that the creative mind wants to get what's in its head out onto paper and push it in front of other people. This gave us a powerful potential connection between the audience and HP printers.