HP: Magic Words - The Book [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: Almapbbdo, São Paulo
Additional Company: Almapbbdo, São Paulo
Design Agency: Almapbbdo, São Paulo
Media Supervisor: Fernanda Maia (Almapbbdo)
Director: Leandro Hbl (Bando)
Photographer: José Cabaço (Bando)
Graphic Producer: Liverson Costa Santos (Almapbbdo)
Head Of Marketing Ams: Shuchi Sarkar (Hp Brasil)
Production Company: Bando (Bando)
Content Director: Chris Mello (Almapbbdo)
Reviser: Marco Bortolazzo (Almapbbdo)
Head Of Marketing Latam: Eduardo Portillo (Hp Brasil)
Graphic Producer: Fred De Oliveira (Almapbbdo)
Photographer: Gabriel Bianchini (Bando)
Graphic Producer: José Roberto Bezerra (Almapbbdo)
Printing Marketing Brasil: Nara Marques (Hp Brasil)
Assistant Director: Nico Matteis (Bando)
Pr Assistant: Tiara Vaz (Almapbbdo)
Ux Designer: Caroline Kayatt (Almapbbdo)
Producer: Amiten Panzera (Bando)
Graphic Producer: Anderson Teixeira (Almapbbdo)
Technology Director: Eduardo Brucshi Cardoso (Almapbbdo)
Account Director: Juliana Janot (Almapbbdo)
Digital Creative Director: Luciana Haguiara (Almapbbdo)
Creative Director: Marcelo Nogueira (Almapbbdo)
Partner/Chief Creative Ofiicer: Luiz Sanches (Almapbbdo)
Project Manager: Mayra De Souza Otsuka (Almapbbdo)
Digital Production: The Goodfellas (The Goodfellas)
Digital Creative Director: Pedro Burneiko (Almapbbdo)
Photographer: Ale Charro (Bando)
Creative Director: Andre Gola (Almapbbdo)
Executive Creative Director: Bruno Prosperi (Almapbbdo)
Art Director: Nando Sperb (Almapbbdo)
Art Director: Tiago Padilia (Almapbbdo)
Director Of Photography: Vagner Jabour (Bando)
Creative Director: Benjamin Yung Jr. (Almapbbdo)
Reviser: Eliana Pavan (Almapbbdo)
Accounts Vice President: Filipe Bartholomeu (Almapbbdo)
Executive Producer: Marcela Sutter (Bando)
Creative Director: Pernil (Almapbbdo)
Creative Technologist: Renato Jun Okida (Almapbbdo)
Photographer: Samuel Costa (Bando)
Account Executive: Stéffano Coelho (Almapbbdo)
Account Supervisor: Thamy Alegria (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:
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.
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.
Strategy:
The book features 30 stories, respecting oral language and the local characteristic of each author, fully illustrated with photos and booklet with Instagram pictures.Five different covers were designed to show the casting diversity. Embracing the book, a second lining of transparent vegetal tracing paper brings the logo strategically positioned over the mouth of the character featured at the main cover. As the book is written in oral language, idea is that public can interact with the book, playing of putting over and taking out the words out of the person’s mouth. The project also is composed of a Documentary, a website, an APP to print by voice, and an Instagram profile.
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 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.