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.
