Summary

  • Marketing Challenge: Reinforce HP's leadership in diversity and inclusion, while also driving "print relevance" and the power of photos in a digital world.
  • Methodology: Anonline survey among 2,000 U.S. adults, including an implicit bias test
  • Creative: The survey informed execution of a social experiment, where participants constructed their idea of an "All-American Family" from a group of seemingly random people (later revealed to be real families, strategically cast to reflect the biases uncovered in the research, while representative of the most recent census data). This experiment was captured on filmas the marquee content of the campaign.
  • Business Impact: The campaign led to a 48% purchase intent, despite an HP photo printer only appearing on-screen for less than 5 seconds (of a 4-minute film).