Digital printing enhances creative output in unprecedented ways through HP's sponsorship of the 2011 Cannes Lion International Festival of Creativity Young Lions Competition, a weeklong event, bringing together rising advertising professionals from around the world, challenging them to produce innovative campaigns in five categories – cyber, film, media, print and marketing.
"Today's brand owners turn to creative professionals for impactful, multi-channel campaigns that resonate with customers on a personal level," said Sumeer Chandra, vice president, Marketing and Strategy, Graphics Solutions Business, HP. "Our sponsorship will help more than 350 competitors use digital printing applications to deliver creative concepts that are personalized, immersive experiences that build brand preference and loyalty."
As part of this year's sponsorship, HP has created a "blank canvas" lounge, allowing competitors to experience the power of digital print applications firsthand. The HP White Space lounge in the Young Lions Zone is the ultimate "concepting" space where every single surface—from the table top, walls, and rugs to the refrigerator, chairs and even drink cans—can be drawn on. HP is encouraging competitors and Festival attendees alike to put their mark on the HP White Space. The company will then use its digital printing technology to turn the competitors' creative renderings into digitally-printed designs—whether they are on glass, metal, vinyl or cloth—transforming the "blank canvas" lounge into a vibrant room where digital and physical intersect.
Consumers expect information to be accessible the way they want—anytime and anywhere. To succeed in today's market, brands owners need to capitalize on this shift, delivering their messages through multiple platforms. Digital printing can strengthen integrated marketing campaigns by connecting "the online experience" with offline content. Creative professionals can utilize digital applications to execute arresting campaigns that feature dynamic, personalized physical output.
Marcos Medeiros, senior art director of AlmapBBDO in Brazil, is well-versed in bridging the online-offline divide. A winner of 12 Lions, including the 2010 Press Grand Prix for a highly celebrated Billboard Magazine campaign, Marcos will present a master workshop in the HP White Space on Friday, June 24 at 11:00 a.m. During the workshop, he will discuss the strategy and execution behind the award-winning campaign and how the creative engineering movement led to a highly interactive campaign experience that tapped into the passion of music fans and leveraged the impact of personalization through the power of digital printing.