Press Release:
Topics: Graphic Arts

HP Sponsors Cannes Young Lions Competition, Enabling Advertising Professionals To Harness the Power of Print

BARCELONA, Spain, 15 June2011 - Digital printing enhances creative output in unprecedentedways through HP's sponsorship of the 2011 Cannes LionsInternational Festival of Creativity Young Lions Competition, aweeklong event, bringing together rising advertising professionalsfrom around the world, challenging them to produce innovativecampaigns in five categories - cyber, film, media, print andmarketing.

"Today's brand owners turnto creative professionals for impactful, multi-channel campaignsthat resonate with customers on a personal level," said SumeerChandra, vice president, Marketing and Strategy, Graphics SolutionsBusiness, HP. "Our sponsorship will help more than 350 competitorsuse digital printing applications to deliver creative concepts thatare personalised, immersive experiences that build brand preferenceand loyalty."

As part of this year'ssponsorship, HP has created a "blank canvas" lounge, allowingcompetitors to experience the power of digital print applicationsfirsthand. The HP White Space lounge in the Young Lions Zone is theultimate "concepting" space where every single surface - from thetable top, walls, and rugs to the refrigerator, chairs and evendrink cans - can be drawn on. HP is encouraging competitors andFestival attendees alike to put their mark on the HP White Space.The company will then use its digital printing technology to turnthe competitors' creative renderings into digitally-printed designs- whether they are on glass, metal, vinyl or cloth - transformingthe "blank canvas" lounge into a vibrant room where digital andphysical intersect.
Consumers expect information to be accessible the way they want -anytime and anywhere. To succeed in today's market, brands ownersneed to capitalise on this shift, delivering their messages throughmultiple platforms. Digital printing can strengthen integratedmarketing campaigns by connecting "the online experience" withoffline content. Creative professionals can utilise digitalapplications to execute arresting campaigns that feature dynamic,personalised physical output.

Marcos Medeiros, senior artdirector of AlmapBBDO in Brazil, is well-versed in bridging theonline-offline divide. A winner of 12 Lions, including the 2010Press Grand Prix for a highly celebrated Billboard Magazinecampaign, Marcos will present a master workshop in the HP WhiteSpace on Friday, June 24 at 11:00 a.m. During the workshop, he willdiscuss the strategy and execution behind the award-winningcampaign and how the creative engineering movement led to a highlyinteractive campaign experience that tapped into the passion ofmusic fans and leveraged the impact of personalisation through thepower of digital printing.
More information about HP's sponsorship of the 2011 Cannes LionsInternational Festival of Creativity Young Lions Competition,including videos and photos from the event, are available at through the HP Graphic Arts Twitter feed,


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