HP Recycled Series Backpack

HP recycled series backpack are made up of 70% recycled materials. Our goal was to create a campaign that specifically targeted Gen Z.

Big Idea-

Our campaign positions HP as environmentally friendly, and thereby a Gen Z friendly option when looking for a backpack. Our approach personifies single use plastics to show their story before becoming an HP backpack. The personification of the single use plastic makes the consumer feel an emotional tie to it and then ultimately to the backpack, itself. After all, its story doesn’t come to an abrupt end but can now “Continue With You”.

Insight-

Through the research our account planners did we reached the insight that gen Z our environmentalists who care about preserving the environment and are very conscious of their environment footprint. HP, a brand built on reinvention, created a backpack made from recycled materials that will carry not only your belongings but your beliefs. The HP Recycled Se- ries backpack was made so that you can keep inventing and finding your passion for years to come.

Tagline-

Continue with you

Digital Billboards-

An electronic billboard will display a flip counter countdown that has the real time it takes for HP to recycle and transform a single use plastic into a backpack. The images will also be synced up with the time, so the first billboard will start with a water bottle, then change to the diced plastic and then down to the woven fabric that creates the backpack.

Rough Animated TV spot storyboard-

Our TV ad will take a single use plastic bottle and personify it, explaining its aspirations, needs and wants. The video will be stop motion starting from the water bottle in the back then falling from a table. As it falls it starts to transform into all of the different cycles it has to go through for the bottle to become a backpack.

Amazon Ad-

If you were to go to Amazon and search for “backpack,” you’d see a water bottle pop up among a sea of backpacks. It catches your attention and your curiosity takes over. You click on it first. It takes you to the real product for sale, an HP Recycled Series Backpack. Even without knowing what our campaign was about, you would now see that the HP Recycled Series Backpack is made up of recycled materials and see our product description for more details.

Amazon Product Description-

As you scroll down to the product description section expecting just a bunch of dimensions and numbers, you’re met instead with a timeline. Along the timeline are three main parts (the blue dots) of the water bottle’s journey (being a water bottle, plastic pieces, and then an HP backpack) with its story underneath each respective part. When you click on one of the dots, it’ll move you to that part in the journey. If you move your mouse in between the main parts, you’ll see the process of the bottle breaking down step by step. It’s very interactive, thereby making the viewer apart of the process.

Instagram Ads-

By having Instagram sponsored posts coming from the perspective of single use plastic, it can show how much it changed (for example, the transformation from a detergent bottle into an HP Backpack). The posts will also utilize common weekly hashtag trends such as #TransformationTuesday and #FlashBackFriday.

Out-of-Home-

Imagine: you’re a Gen Z who cares about the environment. You’re walking up to a recycle bin about to throw away a plastic bottle without thinking much about it. However, just as you’re about to do so, you notice the poster saying that if you recycle, it could be turned into a backpack. Not just any backpack but an HP Recycled Series Backpack.

Twitter Threads-

Since Twitter is a storytelling platform, it is the perfect place to go more in-depth about the single use plastic’s story. Each plastic will have its own thread to illustrate its unique experience.