HP "Hype Gallery"

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Although it's done a spectacular job in the States sponsoring a gorgeous slew of commercials visual treats, HP emerged even more brightly as a patron of creativity when it launched its "Hype" campaign in the U.K. last year out of Publicis/London. HP put out an open call via posters, print, graffiti, radio, cinema and viral ads, to artists and designers to create virtually anything, as long as it was a personal piece and included the letters H and P. HP equipment, of course, would be used to print or project the works, which were showcased in London at the Hype Gallery, an online and bricks-and- mortar space that Publicis erected to showcase the works. Basically, the brief was "to bring the latest HP technology into the lives of one of the most cynical and media-savvy groups on the planet-young designers and artists-and help them realize their visions," head of copy Gavin Kellet told Creativity. "Or, to put it another way, to get early adopter and style leaders to use the products of a big multinational corporation." The multimedia initiative resulted in submissions from more than 3,500 talents from all over the world, as well as 4,000 visitors to the actual gallery and more than 250,000 hits from 150 countries.

Client: Hewlett-Packard Agency: Publicis/London CDs: Chris Aldhous, Peter Hodgson


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