MINI BEGINNINGS by Publicis Beehive Mumbai for HP

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MINI BEGINNINGS

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Industry Laptops, Netbooks, Tablets
Media Design & Branding
Market India
Agency Publicis Beehive Mumbai
Copywriter Sudhir Das, Binoy Sarkar
Illustrator Raylin Valles, Rajit Gupta
Released March 2010

Credits & Description

Category: Posters
Advertiser: HEWLETT-PACKARD
Product/Service: PERSONAL NOTEBOOKS
Agency: PUBLICIS COMMUNICATIONS
Date of First Appearance: Mar 28 2010 12:00AM
Entrant Company: PUBLICIS COMMUNICATIONS, Gurgaon, INDIA
National Creative Director: Emmanuel Upputuru (Publicis Communications)
Senior Creative Director: Anindya Banerjee (Publicis Communications)
Art Director: Raylin Valles/Rajit Gupta (Publicis Communications)
Copywriter: Binoy Sarkar/Sudhir Das (Publicis Communications)
Illustrator: Raylin Valles/Rajit Gupta (Publicis Communications)
Media placement: Poster - In And Around Dealerships - Jan 2010, 1 Month

Describe the challenges and key objectives
Key objectives: Position it as the ideal notebooks for small businesses, not just at a feature level, but in the way its values resonate with the target audience.

Describe the brief from the client
The product is small, yet powerful. It's feature packed, yet perfect for those on a budget. Making it the perfect choices for startups and small companies who don't have much space or money, but still want great performance.

Describe how you arrived at the final design
Most small companies are hotbeds of innovation (or at least, see themselves as such) and identify very well with stories that are about the same. We picked examples from history where innovation led to something great starting from something small. Once we fixed on this, the look was easy. We took a style inspired by the illustrations in encyclopedias. The illustrations themselves depicted famous instances of innovation that started from something small (like the steam engine inspired by a kettle, the telephone inspired by a child's toy, and Ben Franklin's famous kite experiment that led to electricity)

Give some indication of how successful the outcome was in the market
A huge interest in the brand with a large jump in enquiries at stores.