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HP Brings Learning at Home to Life with Magical Adventure

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The information technology company partners with Goodby Silverstein & Partners and Nexus Studios in timely new campaign

HP Brings Learning at Home to Life with Magical Adventure
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.
 Click here to learn more.

*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.
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Client: HP

Chief Marketing Officer of HP: Vikrant Batra

Global Head of Marketing, Print: Deepak Masand

Head of Global Marketing, Print Hardware Systems: Ladd Martin

Manager of the PHS Global Campaign Team: Amy Rowan

PHS Global Campaign Manager: Christine Dion

Global Print Program Manager: Amy Witkop

Ad agency

Ad Agency: Goodby Silverstein & Partners

Creative Agency

Co-Chairmen: Jeff Goodby and Rich Silverstein

Chief Creative Officer: Margaret Johnson

Creative Director: Wes Phelan

Creative Director: Matt Edwards

Art Director: Sian Coole

Copywriter: Jo Cresswell

Account Services

Managing Partner: Leslie Barrett 

Account Director: Melissa Buck

Account Manager: Haley Grialou

Assistant Account Manager: Will Young

Brand and Communication Strategy

Partner, Head of Brand Strategy: Bonnie Wan

Group Brand Strategy Director: Kelly Evans-Pfeifer

Group Communications Strategy Director: Dong Kim

Strategy Director: Cassidy Wilber 

Senior Brand Strategist: Marisa Perazzelli

Senior Communications Strategist: Matt Hudgins

Brand Strategist: Briana Patrick


Co-Director of Production: Leila Gage and Margaret Brett-Kearns

Executive Producer: Stephanie DeNatale

Business Affairs

Director of Business Affairs: Judy Ybarra

Business Affairs Coordinator: Howie Mapson

Business Affairs Manager: Kristian Evanculla

Production Company: Nexus Studios

Directors: Smith & Foulkes

Producer: Tracey Cooper

Production Manager: Derek Walsh

CG Supervisor: Dave Hunt                     

Animation Lead: Steve White

3D Lead: Carl Kenyon

2D Lead: German Diaz

Concept Designer: Ben Plouffe

Character Designer: Melanie Climent

Designer: Signe Cold

Matte Painter: Melanie Climent

Animator: Dom Griffiths and Clement Fassler

3D Generalist:   Andrew Spence, Joao Rema, Fabien Glasse, James Drummond, Darren Rolmanis and Matteo Antona

3D Modeler: Matt Clark and Andy Hickenbottom

Rigger: Lea Georges

Storyboards: Adam Beer

Texture Artist: Eva De Prado

VFX Artist: Tim Bacon

Groom Artist: Fabio Messina

Editor: Dave Slade

Pitch Designer: Ieuan Lewis

Pitch Coordinator: Hannah McCarthy

Compositor: Gianluca Dentici and Osman Baloglu

Sound Design + Mix
Factory Studios Ltd

Sound Design & Mix: Anthony Moore

Audio Producer: Deborah Whitfield

Music Production Company: SIREN

Composer: Chris White

Music Producer: Sean Craigie-Atherton

Music Publisher: SIREN Publishing Ltd

VO Casting: Sound and Fury

Role of Lilly: Mabel Cresswell

AVO: Charlie Coletta

Categories: Consumer Electronics, Printers and Ink

Goodby Silverstein & Partners, Thu, 18 Jun 2020 11:53:47 GMT