Direct > Use of Media
HYPE
PUBLICIS DIALOG GROUP, London / HEWLET-PACKARD / 2004
Awards:
Overview
Credits
OVERVIEW
BriefExplanation
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.
CampaignDescription
Hype Gallery is an exhibition created by the people–online and in the real world. It begins with nothing-just space. And ends with a first for a creative nation. A chance to express yourself, and the space to get noticed by your peers. Stipulation for entry was that the title of the art (film or still image) contains the letters H and P. Entry was by either uploading work to the website, or by taking work on a CD to the Brick Lane gallery. There it was printed out on a HP large format printer.
Outcome
Widely reported on the BBC TV News and Bloomberg TV, the images were even seen on the set of Eastenders, there were interviews on local radio and discussions on weblogs and design sites across the globe. 4,000 people visited the Brick Lane Gallery, there have been over 4.5 million hits to date on the website (peaking at 507,000), with over 103,000 unique visitors (peaking at 4,837) coming from 142 countries around the world. Over 2,000 works of art (still and video) were uploaded during the ‘live’ phase of the gallery. The impact has exceeded expectations, Hype will roll out to major cities in Europe and the world.
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