The objective of the campaign was to help HP create a
brand presence in the Asia Pacific region through the
HP xw9400 Business Workstation. The thrust of the
message was targeted at the creative professionals in
the film and animation industry, inviting them to showcase
their latent creativity by playing the role of director. The
result was ‘ Toyrama ', an interactive website designed
to motivate participants to create their very own animated
short films for submission.
To inspire and connect with and the audience, Monsterism
toys (developed by UK cult toy designer Pete Fowler) were
‘cast' as the main characters of the show. An opulent,
fantasy-cabaret stage setting, which was partly inspired
by the hit theatrical movie, Moulin Rouge, completed the
mood and look for the digital backdrop. The final production
was a spectacular online campaign that generated a flurry
of interest within the creative industry
