2010 Winners & Shortlists

Execution

Our challenge was to launch HP’s Touchsmart technology and showcase how the product can release people’s creativity through touch. The target audience were opinion-forming ‘Creative Geeks’ and we needed a solution that was as innovative as the Touchsmart technology itself. 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. For a month we painted walls, boats, trucks and diggers and let the public have a go themselves. Within two weeks of release our project became one of the most tweeted subjects in the UAE and the video generated over 150.000 views online. With a minimal investment of only $10,000 generated over $200,000 in media value.