HP LORAX DOUBLE-SIDED by BBDO Toronto, Proximity Toronto for HP

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HP LORAX DOUBLE-SIDED

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Industry Printers, Scanners & Supplies
Media Design & Branding
Market Canada
Agency BBDO Toronto
Associate Creative Director Ari Elkouby-Associate Creative Director
Copywriter Adam Kolubinski
Account Supervisor Heather Forbes
Agency Proximity Toronto
Released July 2011

Credits & Description

Category: Online Digital Design
Advertiser: HEWLETT-PACKARD
Product/Service: ORIGINAL HP SUPPLIES
Agency: PROXIMITY CANADA
Agency: BBDO TORONTO
Senior Vice President/Executive Creative Director: John Gagné (Proximity Canada)
Associate Creative Director: Ari Elkouby (Proximity Canada)
Senior Copywriter: Richard Weiser (Proximity Canada)
Senior Art Director: Daniel Saunders (Proximity Canada)
Senior Designer: Nick Bujnak (Proximity Canada)
Copywriter: Adam Kolubinski (Proximity Canada)
Director Of Creative Technology: Jeff Vermeersch (Proximity Canada)
Director Of Creative Technology: Darrin Patey (Proximity Canada)
Project Director: Jason Dick (Proximity Canada)
Senior Information Architect: Trevor Shaikin (Proximity Canada)
Senior Brand Activation Strategist: Laurel Sutton (Proximity Canada)
Account Supervisor: Heather Forbes (Proximity Canada)
Project Manager: Sarah Ng (Proximity Canada)
Production Company: Designory
Illustrator/Photographer: Andrei Serghiuta
Illustrator/Photographer: Steve McArdle
Music And Sound: Universal Studios
Account Director: Sasha Volkau (Proximity Canada)
Media placement: Website - Online - 16 February 2012 - Present

Describe the brief from the client

HP strove to use their global sponsorship of Universal’s animated feature film The Lorax to increase awareness about their strong environmental commitment and leading sustainable products, establishing HP printers, papers, and supplies as the brand of choice for a target that increasingly believes in protecting the environment.

Describe the challenges and key objectives
We were challenged to create an online home for HP’s global sponsorship of The Lorax. Our site had to communicate HP’s commitment to the environment through its partnerships with the World Wildlife Fund (WWF) and Forest Standards Council (FSC), and detail HP’s own groundbreaking ‘closed-loop’ recycling process for print cartridges. Our secondary objective was teaching our target how to ‘Print like The Lorax’ by choosing HP products that are designed with the environment in mind. Thirdly, we had to ensure that the tone and content of the overall online experience struck the perfect balance between educational and entertaining.

Describe how you arrived at the final design
When claiming environmental responsibility, we found it important to practice what we preach. Creating the world's first double-sided webpage was a simple and powerful way to bring the concept of duplexing to an unconventional medium and help highlight its significance. Site visitors could flip between front and back pages to reveal insightful information about HP’s commitment to sustainability, all of which was laid out in a dynamic, editorial fashion suitable for both tablet and desktop audiences. We also incorporated colorful characters and backdrops from The Lorax to illustrate HP’s eco-initiatives in an accessible and memorable way for our target.

Give some indication of how successful the outcome was in the market
- Over 250,000 visits in the first 2 months alone
- Surpassed engagement targets by upwards of 20%
- Conversion rate ranged from 2% to an impressive 50%