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Creative

Michel Gondry Reimagines an Iconic Christmas Carol for HP

The legendary Partizan director contemplates excessive screen time in brilliantly produced campaign by Goodby Silverstein & Partners

Michel Gondry Reimagines an Iconic Christmas Carol for HP

The average family spends over 250 hours on screens during the holidays. So HP is helping families get real in its latest spot from GS&P.

Directed by Academy Award winner Michel Gondry, the film rewrites the classic carol 'The 12 Days of Christmas', showing a young girl watching a surreal screen-obsessed world of "teens-a-texting” and “lads-a-liking.” But with a little help from a printer, the world is transformed into 12 days of real time, with “sisters spinning” (paper dreidels), “fellas flying” (paper airplanes) and something called “oreejami".

Check out the ad below and be sure to check the behind the scenes film further down too.


Deepak Masand, global head of print marketing at HP Inc, said: “Holidays are about spending quality time with loved ones – however our research found that screen time increases during the holidays. At HP, we fervently believe in enabling more real connections with more than 250 hours of engaging, printable content – enabling togetherness this holiday season.”

“When we go to plays, movies and doctors’ offices, we’re asked to shut off our phones. What if we shut off our devices for a while over the holidays and spend some quality time with our families?” added Rich Silverstein, co-founder and co-chairman of Goodby Silverstein & Partners, the ad agency responsible for the campaign. “The last thing you want to do is tune out during the holidays. It’s time to spend real quality time with the family.”



HP also partnered with artists and influencers to develop over 250 hours of printable activities. The 'Print the Holidays' content makes it easier for families to balance screen time and real time and is available at hp.com/getreal. You’ll find exclusive comic books by @adamtots, original coloring pages by @boccaccinimeadows, holiday bingo by @adamjk, Star Wars and Frozen content from Disney and recipes from AllRecipes.com. And yes, even a paper airplane designed by Michel Gondry himself. 

Check out more from the campaign here.

Featured Companies: Partizan USA

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Client

Client: HP

Chief Marketing Officer of HP: Vikrant Batra

Global Head of Marketing , Print: Deepak Masand

Head of Global Marketing, Print Hardware Systems: Ladd Martin

Manager, Global Consumer Print Marketing Team: Laura Morris

Global Marketing for Consumer Print: Amy Rowan

Global Print Program Manager: Amy Witkop

Creative

Agency: Goodby Silverstein & Partners

Co-Chairman and Co-Founder: Rich Silverstein

Creative Director: Will Elliot

Associate Creative Director: Daniel Righi

Associate Creative Director: Kurt Mills

Copywriter: Sydney Lindsey

Art Director: Jelena Kolomejac

Design Director: Ryan Self

Designers: Pedro Zuccolini, Nero Chen

Director of Broadcast Production: Leila Gage

Executive Producer: Stephanie DeNatale

Broadcast Producer: Rachel Saxon

Managing Partner: Leslie Barrett

Account Director: Melissa Buck

Account Manager: Jackie Russell

Assistant Account Manager: Vivian Cheng

Head of Brand Strategy: Bonnie Wan

Group Communication Strategy Director: Dong Kim

Senior Communications Strategist: Matt Hudgins

Group Strategy Director: Kelly Evans-Pfeifer

Senior Brand Strategist: Marisa Perazzelli

Brand Strategist: Briana Patrick

Director of Business Affairs: Judy Ybarra

Business Affairs Associate: Kristian Evanculla

Associate Traffic Manager / Business Affairs Associate: Howie Mapson

Associate Business Affairs Manager: Stuart Pidrak

Production

Production Company: Partizan

Director: Michel Gondry

Producer: Raffi Adlan

Managing Director/Executive Producer: Lisa Tauscher

Head of Production: Kelly Martin

Director of Photography: Shawn Kim

Production Designer: Maxwell Orgell

Stylist: Florence Fontaine

Service Company: Division Productions

Editorial

Editorial Company: Exile

Editor: Kirk Baxter

Assistant Editor: Rex Lowry

Executive Producer: CL Weaver

Post Producer: Michael Miller

Post production

Colour/Graphics/VFX/Finishing: The Mill LA

Creative Director/VFX Sup: Glyn Tebbutt

CG Lead: Jason Mortimer

Compositors: Lenz Kol, Daniel Thuresson, Nicholas Tayler, Roman Yavorsky, Dylan Strieff, Scott Johnson

CG Artists: Matthew Choy

CG FX Artist: Jason Mortimer

Animation Supervisor: Jacob Bergman

Matte Painter: Andy Wheater

Graphic Design/Art Directors: Sasha Vinogradova, Maxim Goudin

Senior Colorist: Adam Scott

Color Production: Blake Rice, Jessica Amburgey

Senior VFX Producer: Erin Hicke

Executive Producer: Dan Roberts

Production Coordinator: Jena Bodell

Music & Sound

Music, Sound Design + Mix: Squeak E. Clean Studios

Executive Creative Director: Sam Spiegel

Arranger + Composer: Lydia Davies

Arranger + Composer: Lucas Cantor

Executive Creative Producer Sydney: Karla Henwood

Executive Producer Los Angeles: Christina Carlo

Sound Designer + Mixer: Drew Fischer

Choir Director: Lena Gabrielle

Licensing Manager: Chelsea Ramsden

Producer: Blade Thornton

Production Coordinator: Colby Smalzel

Category: Consumer Electronics , Printers and Ink

Genre: Comedy , In-camera effects , Music & Sound Design , People , Visual VFX