HP gets creative with their 'Everybody On' outdoor advertising campaign
HP 'Everybody On' marketing initiative celebrates people's passions, the driving force of the creator economy.
They leveraged a street mural to kickoff the campaign and as a way bring it to campaign to life in a unique way.
Legendary LA graffiti artist, Duce One, was given free rein to create a mural highlighting the passions of people in his community.
Mural creation process was documented, along with artist interviews, creating one-of-a-kind, non-techie, engaging, brand content for HP's 'Everybody On' YouTube and other social channels, reaching 150,000+ views in its first week.
ALT TERRAIN secured the West Hollywood, just off Melrose Avenue wall space, commissioned the artist, and coordinated the mural direction and production.
The super-creative agency, DesignKitchen, created the campaign concept and employed ALT TERRAIN to handle the on-the-ground logistics.
Why this street mural marketing campaign stands the test of time
1.) HP knew campaign authenticity, embracement, and social shares, come from art-centric mural approach
2.) It highlights people's passions as well as the artist's community
3.) Capturing the mural creation process along with artist interviews creatively introduced the campaign to people who didn't see it in person
ALT TERRAIN handled advertising mural planning, artist sourcing/management, permitting, production, on-site management, and reporting.
To learn more about this outdoor advertising approach, view our Street Mural section.
Contact us if you're seeking to produce a brand-sponsored street mural to generate presence, engagement, and content.