HP: Magic Words - The Unwritten Stories [video]

Credits & Description:

Title: Magic Words - The Unwritten Stories
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
Copywriter: Daniel Oksenberg (Almapbbdo)
Accounts Vice President: Filipe Bartholomeu (Almapbbdo)
Photographer: José Cabaço (Bando)
Editor: Lucas Rangel (Bando)
Project Manager: Mayra De Souza Otsuka (Almapbbdo)
Art Director: Nando Sperb (Almapbbdo)
Sound Production: Satelite Audio (Satelite Audio)
Account Executive: Stéffano Coelho (Almapbbdo)
Post Production: Bleach Filmes (Bleach Filmes)
Executive Creative Director: Bruno Prosperi (Almapbbdo)
Head Of Marketing Latam: Eduardo Portillo (Hp Brasil)
Graphic Producer: José Roberto Bezerra (Almapbbdo)
Executive Producer: Marcela Sutter (Bando)
Assistant Director: Nico Matteis (Bando)
Head Of Marketing Ams: Shuchi Sarkar (Hp Brasil)
Account Supervisor: Thamy Alegria (Almapbbdo)
Art Director: Tiago Padilia (Almapbbdo)
Production Company: Bando (Bando)
Content Director: Chris Mello (Almapbbdo)
Producer: Fernanda Costa (Satelite Audio)
Photographer: Gabriel Bianchini (Bando)
Director: Gui Tensol (Bando)
Partner/Chief Creative Ofiicer: Luiz Sanches (Almapbbdo)
Reviser: Marco Bortolazzo (Almapbbdo)
Director: Leandro Hbl (Bando)
Art Director: Luciano Lincoln (Almapbbdo)
Creative Technologist: Renato Jun Okida (Almapbbdo)
Creative Director: Andre Gola (Almapbbdo)
Media Supervisor: Fernanda Maia (Almapbbdo)
Graphic Producer: Liverson Costa Santos (Almapbbdo)
Digital Creative Director: Luciana Haguiara (Almapbbdo)
Creative Director: Marcelo Nogueira (Almapbbdo)
Producer: Amiten Panzera (Bando)
Creative Director: Benjamin Yung Jr. (Almapbbdo)
Reviser: Eliana Pavan (Almapbbdo)
Graphic Producer: Fred De Oliveira (Almapbbdo)
Digital Creative Director: Pedro Burneiko (Almapbbdo)
Creative Director: Pernil (Almapbbdo)
Post Production: Ruda Cordaro (Bando)
Digital Production: The Goodfellas (The Goodfellas)
Pr Assistant: Tiara Vaz (Almapbbdo)
Graphic Producer: Anderson Teixeira (Almapbbdo)
Post Production: Mosh Post (Mosh Post)
Printing Marketing Brasil: Nara Marques (Hp Brasil)
Director Of Photography: Vagner Jabour (Bando)
Photographer: Ale Charro (Bando)
Ux Designer: Caroline Kayatt (Almapbbdo)
Technology Director: Eduardo Brucshi Cardoso (Almapbbdo)
Account Director: Juliana Janot (Almapbbdo)
Photographer: Samuel Costa (Bando)
Execution:
The Book: Thirty stories, respecting oral language and the local characteristic of each author, fully illustrated with photos. We printed in one HP, 4,500 pages, which were then given artisanal binding and numbered in a limited print run of books. The Documentary: the movie of the book – but, unlike all the book-to-movie adaptations, in this case the movie and book were created simultaneously.The website: hub to watch the documentary, use the web APP to print by voice, get to know the authors and download the book for free.Instagram: Presented real time, a different view of the project through the eyes of ambassador @josecabaco at @hpmagicwords.The activation: with the same technology, we created a booth that could print a unique postcard. Held in Rio de Janeiro’s Central Station, illiterate people could send postcards with a message and their picture to their loved ones.
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.
Strategy:
Use HP technology to create emotional connection through digital engagement, bringing a memorable digital experience to people to add value to the printer.
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 to 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 unlettered fellows telling 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.