Goodby Puts H-P in ‘Unexpected Places’

SAN FRANCISCO Hewlett-Packard will launch ads in some unusual out-of-home venues next week—including airport jetways, city gardens and a billboard growing with ivy—in the latest phase of Goodby, Silverstein & Partners’ “+HP” campaign.

“It’s our biggest creative effort for H-P,” said John Norman, creative director at the Omnicom Group shop in San Francisco. “We’ve done traditional walls and bus shelters, but this is our most creative. It is less conventional than anything we have done before.”

Outdoor ads targeting information technology and other professionals will appear in San Francisco, New York, Los Angeles and Chicago. Spending on the effort was undisclosed. H-P spent more than $425 million on ads in 2003, with outdoor accounting for just over $1 million, according to TNS Media Intelligence/CMR.

Because “Love change” is the mantra of this H-P enterprise effort, change will by symbolized first with seedlings, then plants in a garden kiosk at 1 Market Plaza in San Francisco. Interstate 80 near the San Francisco-Oakland Bay Bridge will also be home to an unusual billboard visible to drivers in both directions: wood cutouts spell “Change happens” and ivy will be draped over the billboard and appear to grow over time.

New York’s JFK International and LaGuardia and Chicago’s O’Hare airports are getting a dose of “Love change” as well. Posters with that tag will be placed in jetways and airport sliding doors will open to spell out “Find opportunity in unexpected places.”

This installment is expected to run through June. The outdoor campaign will continue to evolve throughout the year, the agency said.

In October, H-P launched a global consumer campaign under the banner “You + hp” as part of this same push. The effort highlighted H-P’s digital-imaging products. Goodby created image ads for the campaign; Publicis Groupe’s Publicis & Hal Riney in San Francisco developed product ads. The work included TV spots using the Cure song “Pictures of You,” and print, outdoor and film shorts with photos taken by H-P users.