HP Celebrates Personal and Professional Passions in "Everybody On" Global Marketing Campaign
Asia's most promising artistes express the passions of consumers in Asia
Celebrating the launch of “Everybody On”, HP's global marketing campaign, HP and Asia's most promising artistes come together to celebrate how people around the world are using HP technology to pursue their personal and professional passions. The launch – spanning music, fashion, community activism, business and more – is supported by an integrated marketing campaign featuring print, broadcast, online and social media. The campaign was created by HP's Personal Systems Group and builds on the highly acclaimed 'The Computer is Personal Again' campaign.
On Feb. 13, 13-time Grammy Award winner Alicia Keys kicked off the campaign globally in a TV spot during the 53rd Annual GRAMMY Awards telecast sharing her passion for music and the importance of her audience hearing her songs exactly as she recorded them. The commercial features HP TouchSmart PC with Beats Audio, an award-winning technology solution exclusive to HP that was built in collaboration with artist and producer Dr. Dre and chairman of Interscope Geffen A&M Records and Beats co-founder Jimmy Iovine to produce studio-quality sound on a computer. In Asia Pacific, JJ Lin will be featured in HP's upcoming campaign. Like many consumers in Asia, JJ has a deep passion for music as a form of expression, “Music is my passion. Without technology, I won?t be able to explore my passion for music or develop each note, each beat and each symphony to tell my personal story. Without technology, you won't be able to hear the music I create – in the way I intended it to be,” said JJ Lin.
In Asia Pacific, the campaign also brings together Miss Earth 2010 Nicole Faria, Asian entertainment mogul JYP, rock bands Them Clones and Super VC, Tuzki illustrator Wang Maomao, fashion designer Alex Wang, music events organizer Shen Lihui and Muay Thai boxer Edgar Noordanus – individuals who are pursuing their passions to the fullest in their local communities.
A variety of digital content featuring these individuals' inspirational interviews pursuing their passions using HP technology will be hosted at the “Everybody On” Digital Hub. Global content of passionate individuals and businesses from around the world include Alicia Keys's video as well as IndyCar driver Gil de Feraan, social activist Aria Finger from DoSomething.org and “Project Runway” star Mondo Guerra can be viewed on the hub. Consumers in China and India can also visit localized digital hubs from 23 February.
The “Everybody On” campaign is encapsulated in a 60-second anthem TV spot featuring an adaptation of Lou Reed's iconic song “Walk on the Wild Side” with new lyrics. It showcases a broad range of solutions – from computers to mobile devices and printers – and how technology connects people to their passions.
The images were shot by director Daniel Barber, who has created memorable commercials for such brands as British Airways, Mercedes-Benz, and Shell. He also directed the feature film “Harry Brown” starring Michael Caine. .
The global marketing campaign was developed in collaboration with agencies CREATURE, designkitchen, Edelman, Goodby Silverstein & Partners, McCann Erickson Worldwide, Omnicom Media Group and Publicis Worldwide.
More information is available at www.hp.com/go/everybodyon.
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