Hype is a new cultural brand created to help HP promote its printers to the creative community, ranging from young artists to graphic professionals. The idea was to create an art exhibition where everybody could showcase their work: photos, illustrations, designs, movies. Anything could be featured as long as the title had the letters H and P. In addition, a live website hosted works from artists all over Italy. The artwork was printed for free on HP paper and returned to the artists at the end of the exhibition, while the videos were shown in special areas with HP projectors.

The main concept for the Hype launch was “Anyone can join the creative sphere.”The sphere theme was disseminated across all media, from flyers to street performances. In addition to the official website, a spoof site was developed for insertion in sectorial blogs.A man inside a huge transparent “Hype-sphere” walked around strategic areas in Rome and Milan.30 young creative people were commissioned to become collectors/repeaters for the target public.Hype appeared in art magazines, reached advertising academies through school kits, covered towns with teaser posters. The exhibition itself hosted a ‘live painting’ session and a specially designed performance/installation.