The campaign, created by Goodby Silverstein & Partners, is HP's biggest consumer push to date and will use the tagline "You + HP". It will promote digital photography and aims to inspire people to see the picture in everything. Products featured in the advertising include cameras, printers, PCs, ink and paper.
HP said that the digital photography movement was the hippest form of self-expression and communication.
"Traditional 'capture special moments' photography is giving way to digital 'capture every moment' photography," Allison Johnson, senior vice-president of HP global brand and communications, said.
The ad will cover print, television, outdoor and online, with a for people to submit their own photographs.
The print campaign broke today in USA Today, with the television campaign taking in hit shows such as 'Friends', 'Will & Grace' and 'CSI: Crime Scene Investigations'. Goodby Silverstein handled the brand positioning advertising, while Publicis has worked on print ads to promote specific products.
"The 'You + HP' campaign illustrates the ways HP is transforming the digital photography experience," Chris Morgan, vice-president of sales and marketing at HP Imaging and Printing Group, said.
"As digital photography moves mainstream, we hope to inspire people to shoot more, share more, print more and enjoy more using HP digital tools," he said.
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