+hp = Everything is Possible
Bronze Lion – 2003 Cannes Lions/Campaign Magazine’s “International Advertiser of the Year” – 2004/Creativity Magazine’s “Campaign of the Year” – 2003
The 2002 merger between tech giants HP and Compaq was highly contested and in the media on a daily basis. To help legitimize and shine a positive light on the merger we developed the “+hp” brand campaign, which launched globally after the merger, and focused on Fortune 500 companies that HP partnered with for tech infrastructure and services. The goal was to show HP’s human, collaborative approach to partnerships, vs. the “our way or the highway” attitude of rival IBM. Other components of the integrated marketing campaign include: an innovative Comdex booth that blends HP customers and technologies to create an interactive experience; Web site “landing pads” for visitors to explore what customers are doing with HP; along with other integrated marketing programs to showcase the remarkable ways people and businesses use technology today and the role of HP services, technology and people in making it possible.
For Mother’s Day, we created interactive banners, print ads and this commercial featuring flowers growing in unexpected places to illustrate how, together, FTD and HP make it possible for small floral shops to operate like a giant global corporation and get flowers from one part of the world to the other.
To coincide with the Mother’s Day launch, we made a “bouquet banner” that prompted the user to interact by creating a personalized virtual bouquet to send to people.
Communication Arts Award:Interactive / Digital Advertising / Technology