The information technology company partners with Goodby Silverstein & Partners and Nexus Studios in timely new campaign
When it comes to education, printing is an invaluable tool in helping children retain and absorb learning materials. In fact, according to a recent HP survey, 82% of parents believe that home printing makes them better home schoolers.*
To spread the message of the benefits of learning with printing, HP is launching 'Magic Carpet', a spot that follows seven-year-old Lily and her dad on a learning adventure, all thanks to the help of their HP printer. The spot begins with Lily looking frustrated as she struggles with her weather homework alone. But when her dad suggests that they print the assignment, suddenly, a whole new world of learning opens up before them, resulting in Lily producing a full-scale weather project that both her and her dad are proud of.
Created by Goodby Silverstein & Partners (GS&P) and directed by Smith & Foulkes at Nexus Studios, the film illustrates how “printing brings learning to life” by helping on-screen learning become less isolating and more engaging.
“We believe that although screens have greatly aided our lives over the past months, research shows that the tangible aspect of print in conjunction with digital learning offers better results—making schooling more interactive and helping parents play a more active role in their child’s education,” said Matt Edwards, creative director at GS&P.
The film will be accompanied by a wide range of new STEM printable worksheets all available on the HP website so that children can bring many elements of the spot to life for themselves. The campaign is a feature of HP’s wider educational initiative 'Print, Play, & Learn', a collaboration with dozens of inventive creators, companies and influencers to bring educational and engaging printable resources to kids of all ages.
“At HP, we believe that learning can and should be a collaborative and engaging experience for children and parents. In fact, 87% of parents say kids enjoy learning more with printed material,” said Deepak Masand, global head of print marketing at HP. “Printing – and sharing – brings learning to life and opens up a whole new world of knowledge and exploration for families, showcased through Magic Carpet.”
"While we're all dutifully locked away in our homes, we wanted to take people on a fun-filled adventure, an escape from the current everyday restrictions re-focused on the tools that can spark imagination. We hope this father-daughter journey of discovery resonates with the many families seeking inventive ways to inspire their little ones. Quite the adventure for us too, being our first completely virtual and remote collaboration, which, as long as the wifi held up, ran surprisingly smoothly," said Alan Smith at Nexus Studios.
*The Parents and Print survey is a study by HP Inc. It was conducted by global market research firm Edelman Intelligence, and interviewed 1,000 parents of children 12 and under in the U.S. (parents had to be 18+, and sample was collected to be nationally representative of age, gender, region, race/ethnicity, and education). Fieldwork took place in April 2020. The margin of error is +/- 2.8 p.p.