Hewlett Packard - Do you believe the HYPE?

Belinda Parmar

This campaign aimed to help Hewlett Packard sell digital technology to young artists by connecting with them and their ambitions emotionally and sympathetically.
Agency: PublicisAuthor: Belinda Parmar

Hewlett Packard – Do you believe the HYPE?

Belinda Parmar

Planning helped Hewlett Packard (HP) realise that they had an opportunity to do something bigger than an ad campaign; HP could become a patron of the underground arts community and could provide young artists with what they are looking for: exposure and a potential audience for their work.

INTRODUCTION

Hewlett Packard's business goal was to sell printers, scanners and projectors to young artists. This group comprises photographers, graphic designers and fine artists, all in the early stages of their career. This small audience...

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