When HP briefed us to promote their brand to a young graphic professionals audience – the media-savvy “iMAC generation” – we knew we faced an uphill struggle. This group is highly influential, not just within their own industry, but in the wider world. And they pride themselves on their cynicism towards advertising and major corporations. HP’s brand was seen as a faceless, grey utility, producing relatively uninteresting printers that add little value to their creative process.

Our solution was the innovative “hype” Gallery. We started with an empty space both online and physical, empty and unbranded – where artists’ work could be displayed to the creative world and printed out in large format. The only stipulation for entry was that the title of the art (film or still image) contain the letters H and P.

The plan: Let the young graphics professional discover Hype and HP’s involvement in it.
The result was over 90,000 visitors to the website and over 9,000 to the physical galleries, with over 3,700 exhibits. Plus evidence that perceptions of HP to a supportive and empathetic sponsor are changing.

click on video to view full size