HP Embraces Street Art with for "Everybody On" Brand Campaign
HP's "Everybody On" marketing initiative shines a spotlight on the passions that fuel the creator economy with a captivating street mural to kickstart their campaign. Legendary Los Angeles graffiti artist Duce One was granted creative freedom to craft a mural celebrating the passions of individuals within his community.
The mural's creation process was meticulously documented, along with insightful artist interviews, resulting in a unique, non-technical, and engaging brand narrative for HP's "Everybody On" YouTube channel and other social media platforms. This captivating content garnered over 150,000 views within its initial week.
ALT TERRAIN secured a prime location in West Hollywood, just off Melrose Avenue, and commissioned Duce One to execute his artistic vision. The agency also coordinated the mural's direction and production.
DesignKitchen, a renowned creative agency, spearheaded the campaign concept and entrusted ALT TERRAIN with managing the on-ground logistics.
Strategy Behind HP's "Everybody On" Street Mural Marketing Campaign
Embrace Authenticity Through Art
HP's decision to use a street mural as the centerpiece of its "Everybody On" campaign illustrates its understanding of art's power to connect with audiences.
Celebrating Passion and
The "Everybody On" mural transcends mere advertising, paying tribute that drive individuals they inhabit. With Duce One's masterful strokes, HP's vibrant non-commercial mural engendered a sense of community and shared passion among individuals from diverse backgrounds.
Harnessing Storytelling Power
As a result of meticulously documenting the mural's creation process and incorporating artist interviews, HP brought the campaign to life with a rich narrative which was embraced worldwide.
A Model for Outdoor Advertising Success
The "Everybody On" street mural campaign by HP proves the effectiveness of art-centric outdoor advertising. By embracing authenticity, celebrating passions, and harnessing HP crafted a campaign that resonates with audiences and leaves a lasting impression. The HP street mural campaign provides a model for brands looking to generate engagement, content, and presence through street murals.