Global HP Effort Marks 2 Firsts For Hal Riney

A muddy handprint intersected by a computer mouse is the eyebrow-raising image in a new print ad for Hewlett-Packard, part of the first global branding effort created by Publicis & Hal Riney.
The ads, which break in the U.S. and Canada today, touch off an estimated $100 million campaign for HP and its Business PC Organization that will soon extend to markets in Europe, Latin America and Asia-Pacific. The tagline: “Engineered on a human level.”
The effort, Riney’s first for HP since landing the business last fall, was carried out with extra help from Paris parent Publicis SA.