New HP sponsorship designed to harness the power of print
Via its sponsorship of the 2011 Cannes Lions International Festival of Creativity Young Lions Competition, a week long event that brings together rising advertising professionals from around the world and challenges them to produce innovative campaigns, HP hopes to push the power of print.
“Today’s brand owners turn to creative professionals for impactful, multi-channel campaigns that resonate with customers on a personal level,” said Sumeer Chandra, vice president, marketing and strategy, graphics solutions business, HP. “Our sponsorship will help more than 350 competitors use digital printing applications to deliver creative concepts that are personalised, immersive experiences that build brand preference and loyalty.”
As part of this year’s sponsorship, HP has created a ‘blank canvas’ lounge, allowing competitors to experience the power of digital print applications firsthand. The HP White Space lounge in the Young Lions Zone is a ‘concepting’ space where every single surface – from the table top, walls, and rugs to the refrigerator, chairs and even drink cans – can be drawn on. HP is encouraging competitors and festival attendees alike to put their mark on the HP White Space. The company will then use its digital printing technology to turn the competitors’ creative renderings into digitally-printed designs – whether they are on glass, metal, vinyl or cloth – transforming the ‘blank canvas’ lounge into a vibrant room where digital and physical intersect.
www.hp.com/go/CannesLions