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HP and BBDO NY Relish the Power of Touch

Creative

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Touchscreen PCs launched with new campaign

HP and BBDO NY Relish the Power of Touch

HP has unveiled the U.S. marketing campaign to support its new suite of touchscreen-enabled personal computer products. These products fully showcase the impact of the new Windows 8 PC experience, offering touch features and entertainment capabilities for tablets, along with creative and productivity power of the traditional PC. They have been designed for consumers to be able to take full advantage of Windows 8, so they can do the things that matter to them.

Initially, the campaign will focus on the HP ENVY 4 Ultrabook and HP TouchSmart all-in-one desktop, with ads for additional products to follow. The campaign platform is the “Language of Touch” and each of the ads tells the story of a real person for whom touch and HP technology are integral to how they create and interact with the world. For example, the “Sound of Touch” features a deaf DJ, Robbie Wilde, who relies on the HP ENVY 4 Ultrabook to feel the bass and touch the waveforms on screen. Touch is what makes his successful DJ career possible.

The “Closeness of Touch” commercial stars film director Peter Ramsey and his 15-year-old twins. The HP TouchSmart all-in-one brings Peter and his family together in a whole new way.

The campaign will be supported by a multimillion dollar national TV and print effort during the holiday period.

HP “The Sound of Touch” Creative Credits

Agency: BBDO New York

Client: HP

Title: “The Sound of Touch”

Chief Creative Officer: David Lubars

Executive Creative Director: Tom Godici

Executive Creative Director: Greg Ketchum

Creative Director: Mark Voehringer

Senior Art Director: Miles Gilbert

Senior Copy Writer: Nick Sylvester

Senior Account Director: Ladd Martin

Account Director: Casey Ritts

Account Manager: Heather Linde

Senior Account Executive: Jon Colclough

Assistant Account Executive: Jordan Isicoff

Head of Integrated Production: Dave Rolfe

Group Executive Producer: Alex Gianni

Executive Producer: Annie Uzdavinis

Music Producer: Loren Parkins

Production Company: Motion Theory, Los Angeles

Director: Mathew Cullen

Executive Producer: Javier Jimenez

Line Producer: Bernard Rahill

Production Supervisor: Malcolm Wax

Production Coordinator: Tara Clark

Director of Photography: Tami Reiker

Researcher: Suchi Ahuja

Researcher: Lasse Kristensen

Editing Company: Beast, Los Angeles

Editor: Doug Walker

Editor: Adam Schwartz

Assistant Editor: Sean Fazende

Assistant Editor: Luc Giddens

Graphics: Spencer Seibert

Executive Producer: Jerry Sukys

Producer: Darby Walker

Film Transfer: Company 3, Santa Monica

Colorist: Siggy Ferstl

Executive Producer: Rhubie Jovanov

Producer: Matt Moran

Audio Mixing: Lime Studios, Santa Monica

Mixer: Rohan Young

Mixer: Sam Casas

Mixer: Dave Wagg

Executive Producer: Jessica Locke

Visual Effects/ Finishing: Mirada, Los Angeles

Executive Producer: Patrick Nugent

Creative Director: Kaan Atilla

Flame Lead: Max Harris

Flame Lead: Alan Laterri

Flame Lead: Dave Stern

Producer: Leighton Greer

Production Coordinator: Nicoletta Maniolas

Music: “Stache” by Zedd

HP “The Closeness of Touch” Creative Credits