Client: Goodby Silverstein & Partners, Hewlett Packard
With the merge of digital giants HP and Compaq, HP and its advertising agency sought to communicate the unique advantages of the new company to business and retail customers with a major television campaign. The concept"+hp" shows how HP works with its customers to empower their businesses.
The strategy was to create simple yet powerful graphic design laid over film images from a variety of fields in which HP's products have made a difference. The visual motif of a + sign followed by the HP logo interacts with environments symbolizing innovation and achievement in various business, scientific, and artistic situations.