CASE STUDY
HP
SUSTAIN-ABILITY
OVERVIEW
Working on HP's sustainability brand campaign was an exciting challenge to highlight their leadership in environmental responsibility. We aimed to bring the 2019 Sustainability Report to life through a compelling full-page print ad and two engaging web banner ads. The campaign focused on delivering powerful visual storytelling, backed by impressive statistics, to demonstrate HP's commitment to sustainability. Our goal was to create impactful, visually-driven content that resonated with audiences and positioned HP as a true leader in corporate sustainability.
SCOPE
We were tasked with developing a brand campaign to bring HP's 2019 Sustainability Report to life through a full-page print ad and two web banner ads. The goal was to highlight HP's leadership in sustainability and environmental responsibility through impactful visual storytelling.
CHALLENGE
The challenge was to distill the depth and complexity of HP’s sustainability initiatives into concise, engaging visuals that would resonate with audiences. We needed to ensure that both the print and digital elements communicated HP's dedication while remaining accessible and compelling.
APPROACH
We focused on using powerful, visually-driven content to showcase HP's sustainability efforts. Backed by impressive statistics from the 2019 report, we crafted a narrative that positioned HP as a leader in corporate sustainability, while making the messaging clear and visually striking across both print and digital formats.
IMPACT
The campaign successfully amplified HP's sustainability message, increasing audience awareness and engagement. By blending strong visuals with data, we created content that resonated with HP's commitment to environmental responsibility, further solidifying their position as an industry leader in sustainability.
BRIEF:
The core idea behind HP's sustainability brand campaign was to blend product innovation with empathy for the environment. The narrative emphasized that technology, like HP’s products, improves life for all—not just the oceans—highlighting HP's commitment to sustainability across ecosystems.
OPTION 1:
Empathy
To visually represent this message, I chose a vibrant collage style, integrating the iconic colors of HP ink. This approach created a balance between product relevance and environmental impact, allowing for flexibility in the campaign’s tone. We envisioned the campaign as a potential series, featuring various animals paired with taglines that ranged from serious to humorous, supported by impactful statistics. This first stage laid the groundwork for a broader visual narrative that could evolve with future iterations.
OPTION 2:
Data
To further emphasize HP's leadership in sustainability, I incorporated impressive statistics and compelling figures that showcased their commitment to environmental responsibility. By using strong imagery and bold typography, the campaign combined striking visuals with hard-hitting data, reinforcing HP's positive impact. The numbers were presented with clarity and strength, ensuring that the message was both informative and visually engaging. This blend of powerful data and eye-catching design elevated the campaign, making it not only visually appealing but also a memorable and impactful statement on HP’s sustainability efforts.
OPTION 3:
People
A key highlight of the campaign was the 1.5 million volunteer hours mentioned in the CEO's letter, a powerful figure that underscored HP’s commitment to not just environmental sustainability but also social responsibility. This statistic was the foundation for a more personal, human-centered narrative, focusing on the individuals behind these efforts. By sharing stories from volunteers, the campaign could connect emotionally with audiences, demonstrating how HP employees made a tangible difference in their communities. This approach not only engaged customers but also inspired internal teams and attracted potential new talent, emphasizing HP’s leadership on a deeply personal level.
VIEW MY OTHER CAMPAIGN CASE STUDIES
