HP: Magic Words - The Unwritten Stories 2

Credits & Description:

Agency: Almapbbdo
Brand: Hp
Country: Brazil
Advertising Agency: Almapbbdo, São Paulo
Entrant Company: Almapbbdo, São Paulo
Media Agency: Almapbbdo, São Paulo
Pr Agency: Almapbbdo, São Paulo
Production Company: Bando, São Paulo
Additional Company: Bando, São Paulo
Production Company: Bando (Bando)
Creative Director: Benjamin Yung Jr. (Almapbbdo)
Content Director: Chris Mello (Almapbbdo)
Executive Producer: Marcela Sutter (Bando)
Digital Creative Director: Pedro Burneiko (Almapbbdo)
Creative Technologist: Renato Jun Okida (Almapbbdo)
Head Of Marketing Ams: Shuchi Sarkar (Hp Brasil)
Pr Assistant: Tiara Vaz (Almapbbdo)
Accounts Vice President: Filipe Bartholomeu (Almapbbdo)
Graphic Producer: Fred De Oliveira (Almapbbdo)
Photographer: José Cabaço (Bando)
Printing Marketing Brasil: Nara Marques (Hp Brasil)
Reviser: Eliana Pavan (Almapbbdo)
Project Manager: Mayra De Souza Otsuka (Almapbbdo)
Photographer: Samuel Costa (Bando)
Account Supervisor: Thamy Alegria (Almapbbdo)
Photographer: Ale Charro (Bando)
Technology Director: Eduardo Brucshi Cardoso (Almapbbdo)
Art Director: Nando Sperb (Almapbbdo)
Account Executive: Stéffano Coelho (Almapbbdo)
Director Of Photography: Vagner Jabour (Bando)
Producer: Amiten Panzera (Bando)
Graphic Producer: Anderson Teixeira (Almapbbdo)
Creative Director: Pernil (Almapbbdo)
Digital Production: The Goodfellas (The Goodfellas)
Photographer: Gabriel Bianchini (Bando)
Graphic Producer: José Roberto Bezerra (Almapbbdo)
Graphic Producer: Liverson Costa Santos (Almapbbdo)
Digital Creative Director: Luciana Haguiara (Almapbbdo)
Partner/Chief Creative Ofiicer: Luiz Sanches (Almapbbdo)
Creative Director: Andre Gola (Almapbbdo)
Executive Creative Director: Bruno Prosperi (Almapbbdo)
Ux Designer: Caroline Kayatt (Almapbbdo)
Head Of Marketing Latam: Eduardo Portillo (Hp Brasil)
Media Supervisor: Fernanda Maia (Almapbbdo)
Account Director: Juliana Janot (Almapbbdo)
Creative Director: Marcelo Nogueira (Almapbbdo)
Assistant Director: Nico Matteis (Bando)
Art Director: Tiago Padilia (Almapbbdo)
Director: Leandro Hbl (Bando)
Reviser: Marco Bortolazzo (Almapbbdo)
Synopsis:
HP wanted to show how the HP Ink Advantage Ultra can print out 4,500 pages with professional quality with its high yield cartridges that come with it.
Execution:
The Book: thirty stories, respecting oral language and the local characteristic of each author, fully illustrated with photos. It’s a numbered limited print run of books. Documentary: is the movie of the book – but, unlike all the book-to-movie adaptations, were created simultaneously. While documentary makes the audience feel and see the details, the book goes deep in each chronicle.The website: hub where users can see the doc, use the web APP to print by voice, get to know the authors and download the book for free.Instagram: real time content about characters produced through the eyes of ambassador @josecabaco at @hpmagicwords.
Strategy:
Strategy is to use technology and innovation to create emotional connection through digital engagement, bringing memorable experiences to people.
Campaign Description:
There are over 13 million illiterate in Brazil. These people have no way of passing their stories on to future generations. To help them communicate better, HP developed an innovation using Google Speech API and printer Ink Advantage Ultra 4729’s technology: an APP that captures stories through speech, transforms it into text and prints it in real time. App in hands, we hit the road to capture fellows telling their stories. And they made a book. It shows amazing places and people from the backlands and big cities of Brazil unfolding episodes of their lives while the technology works, like magic.
Outcome:
In the first week, Magic Words had over 70 media impressions, impacting over 4 million people. All the Magic Words's books sold out, with more than 300 downloads of the eBook. The booth printed 1,567 postcards in one week, affecting an estimated 2 million people directly and indirectly by the nitiative. As a result, a project is currently underway to install Magic Words booths in transit hubs in every state capital, as well as the development of versions of the interactive booth to help illiterate people to fill in registration forms and put together resumes.