2010 Winners & Shortlists

The Brief

‘TouchSmart’ is HP’s innovative new range of computing products that redefines what touch can do for the consumer. Our challenge was to launch this state-of-the-art technology through the brands positioning of ‘Touch the Future Now’ and showcase how the product can release people’s creativity through touch. The target audience were opinion-forming ‘Creative Geeks’ who have grown up with Apple and see their Mac as their lifeline for everything from communication to creation. We needed a solution that would resonate with the ad-averse audience and was as innovative as the Touchsmart technology itself.

Creative Execution

We invited some of the regions creative heads along with us, filmed the whole piece and created a video, seeding it up on the web. Finally, we got some of the region’s leading bloggers to endorse our initiative and test the creative credentials of our creation with a wider public audience.

Describe the creative solution to the brief/objective.

We combined the appeal of urban art, outdoor and social media to create a new artistic medium that would excite the creative community. We packed a street artist (‘The Creative’), a new media artist (‘The Geek’), an HP TouchSmart laptop and a projector into the back of a 4x4 and set out to create ‘live urban art’ projections. We designed software that allowed us to use our TouchSmart laptop as a brush and the light of the projector as our paint. For a month we painted walls, boats, trucks and diggers and let the public have a go themselves.

Results

Within two weeks of release our project became the most tweeted subject in the UAE and the video generated over 150.000 views online A minimal investment of only $10,000 generated over $200,000 in media value. We got invited by the geeks themselves to perform at their very own “Geekfest” in Dubai (that was sponsored by Lenovo).