HP Design & Branding CANNES YOUNG LIONS DEN by BBDO Atlanta

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Industry Printers, Scanners & Supplies
Media Design & Branding
Market United States
Agency BBDO Atlanta
Designer Jeff Oehmen
Released June 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: HP
Product/Service: PRINTERS
Date of First Appearance: Jun 20 2010
Entrant Company: BBDO ATLANTA, USA
Chief Communications Officer: David Lubars (BBDO New York)
Chief Communications Officer: Bobby Pearce (BBDO Atlanta)
Designer/Director: Paul Huggett (BBDO Atlanta)
Designer: Jeff Oehmen (BBDO Atlanta)
Senior Print Producer: Scott Larson (BBDO Atlanta)
Media placement: Lounge Area/Environment Room - Durant Cannes Advertising Festival 2010 In The Exhibit Section - June 20 - June 26, 2010

Describe the brief from the client
HP Graphics Solutions Business wanted to demonstrate their digital printing capabilities to advertising creatives in an effort open up an entirely new world of creative solutions to which they had never been exposed.

Describe the challenges and key objectives
HP needed to increase demand for their digital printing technology, but the creative community was largely unaware of their capabilities. Many print providers were already using HP printers, but targeting this group wasn’t delivering profitable growth. So HP asked us to help to shift the conversation by talking to their customers’ customers – agencies looking for innovative ways to bring their projects to life.

Describe how you arrived at the final design
We asked our creative teams – where would YOU want to hang out in the middle of an intense, 24-hour Cannes competition? BBDO created a space that offered relief from the pressure of the competition, but was also inspiring. The Young Lions Den was a calculated mash-up of styles, with bold mid-century and modern designs, contrasting patterns and textures, all produced on unexpected, HP-printed substrates, like bamboo wood walls, fabric pillow covers, and custom-printed energy drink cans. Every surface in the Young Lions Den was a working example of how HP digital printing can help elevate great design work.

Give some indication of how successful the outcome was in the market
Through all touchpoints, we reached 94% of the Cannes audience with the HP GSB message, including 73% of attendees who were exposed to multiple HP messages. A breakdown of the Den stats include:
• 2,744 estimated visitors to the Young Lions lounge during the week of the competition, an average of 392 attendees per day.
• More than 28% of the creative practitioners acknowledged having visited the Young Lions Zone (where HP’s lounge space was located).
• Over 66% acknowledged attending the master classes and workshops, which were conducted within the Young Lions Zone.