HP taps Michel Gondry to direct a (scary) modern-day version of the '12 Days of Christmas'
The campaign from Goodby Silverstein & Partners offers alternative to screen time over the holidays with 250 hours of 'printable' activities
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HP's holiday campaign this year encourages families to "get real" and ditch screens this holidays for a whole bunch of "printable" activities.
The campaign, by Goodby Silverstein & Partners, kicks off with a spot helmed by Hollywood director Michel Gondry that turns the "12 Days of Christmas" song into a parable sung by a little girl about how much time we spend on our screens over the holidays (according to HP, that's over 250 hours). There are “teens-a-texting,” “lads-a-liking,” and "swipers swiping" and the scenes include not only kids, but adults, teens and even Santa sharing, scrolling and bingeing. However, half way through, when the girl's phone battery starts to run out, we're offered up some alternative, screen-free activities, including baking, playing with paper airplanes and creating other fun out of printed products. The effort follows Goodby and HP's earlier spot from last month that warned of the dangers of digital over-consumption.
HP also partnered with artists and influencers to develop over 250 hours of printable activities. The “Print the Holidays” content is available at hp.com/getreal. As well as comic books, original coloring pages, holiday bingo, "Star Wars" and "Frozen" content from Disney and recipes from AllRecipes.com, there's also a paper airplane designed by Gondry himself.
Gondry, whose Hollywood movies include "Eternal Sunshine of the Spotless Mind," is no stranger to holiday campaigns—he directed the John Lewis Christmas ad, "Moz the Monster," two years ago. See him discussing the campaign in the Behind the Scenes video, below.
Credits
- Date
- Nov 12, 2019
- Client :
- HP
- Agency :
- Goodby Silverstein & Partners
- Chief Marketing Officer of HP :
- Vikrant Batra
- Global Head of Marketing Print :
- Deepak Masand
- Head of Global Marketing Print Hardware Systems :
- Ladd Martin
- Manager Global Consumer Print Marketing Team :
- Laura Morris
- Global Marketing for Consumer Print :
- Amy Rowan
- Global Print Program Manager :
- Amy Witkop
- Co-Chairman and Co-Founder :
- Rich Silverstein
- Creative Director :
- Will Elliott
- Associate Creative Director :
- Daniel Righi
- Associate Creative Director :
- Kurt Mills
- Copywriter :
- Sydney Lindsey
- Art Director :
- Jelena Kolomejac
- Design Director :
- Ryan Self
- Designer :
- Pedro Zuccolini
- Designer :
- Nero Chen
- Director of Broadcast Production :
- Leila Gage
- Executive Producer :
- Stephanie DeNatale
- Broadcast Producer :
- Rachel Saxon
- Managing Partner :
- Leslie Barrett
- Account Director :
- Melissa Buck
- Account Manager :
- Jackie Russell
- Assistant Account Manager :
- Vivian Cheng
- Head of Brand Strategy :
- Bonnie Wan
- Group Communication Strategy Director :
- Dong Kim
- Senior Communications Strategist :
- Matt Hudgins
- Group Strategy Director :
- Kelly Evans-Pfeifer
- Senior Brand Strategist :
- Marisa Perazzelli
- Brand Strategist :
- Briana Patrick
- Director of Business Affairs :
- Judy Ybarra
- Business Affairs Associate :
- Kristian Evanculla
- Associate Traffic Manager / Business Affairs Associate :
- Howie Mapson
- Associate Business Affairs Manager :
- Stuart Pidrak
- Production Company :
- Partizan
- Director :
- Michel Gondry
- Producer :
- Raffi Adlan
- Managing Director/Executive Producer :
- Lisa Tauscher
- Head of Production :
- Kelly Martin
- Director of Photography :
- Shawn Kim
- Production Designer :
- Maxwell Orgell
- Stylist :
- Florence Fontaine
- Service Company :
- Division Productions
- Editorial Company :
- Exile
- Creative Director/VFX Sup :
- Glyn Tebbutt
- CG Lead :
- Jason Mortimer
- Compositor :
- Lenz Kol
- Compositor :
- Daniel Thuresson
- Compositor :
- Nicholas Tayler
- Compositor :
- Roman Yavorsky
- Compositor :
- Dylan Strieff
- Compositor :
- Scott Johnson
- CG Artist :
- Matthew Choy
- CG FX Artist :
- Jason Mortimer
- Animation Supervisor :
- Jacob Bergman
- Matte Painter :
- Andy Wheater
- Graphic Design/Art Director :
- Sasha Vinogradova
- Graphic Design/Art Director :
- Maxim Goudin
- Senior Colorist :
- Adam Scott
- Color Production :
- Blake Rice
- Color Production :
- Jessica Amburgey
- Senior VFX Producer :
- Erin Hicke
- Executive Producer :
- Dan Roberts
- Production Coordinator :
- Jena Bodell
- Sound Design + Mix :
- Squeak E. Clean Studios
- Executive Creative Director :
- Sam Spiegel
- Arranger + Composer :
- Lydia Davies
- Arranger + Composer :
- Lydia Davies
- Arranger + Composer :
- Lucas Cantor
- Executive Creative Producer Sydney :
- Karla Henwood
- Executive Producer Los Angeles :
- Christina Carlo
- Sound Designer + Mixer :
- Drew Fischer
- Choir Director :
- Lena Gabrielle
- Licensing Manager :
- Chelsea Ramsden
- Producer :
- Blade Thornton
- Production Coordinator :
- Colby Smalzel
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