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Sprout by Hewlett Packard

With only 6 weeks to their high profile new technology launch, HP and their agency, provided guidance on their concept, a mobile food truck travelling the country showcasing their latest innovation, an all-in-one computer capable of scanning in 3D. Ideal for scrapbooking, the company wanted to reach the relevant audience within multiple US markets.

  • Location
    Florida, Texas, Arkansas, New York, California
  • Solutions
    Creative Direction, Build-out, Project Management, Design, Rendering, Staffing and Logistics
  • Website
    https://www.hp.com/sprout arrow_forward

Initial concepts

We were provided with a pizza food truck image the agency liked and started brainstorming internally. Our team had to move very quickly. We developed an inspirational board for the client, including a number of creative food trucks and interiors to meet requirements.

Research & Planning

HP liked the concept of the feeling of a NYC loft, a place the consumer would see the computer if it were placed at home. Our team developed a 3D render to highlight the concept, with a white brick wall, wood floors, modern shelving, select books, furniture and interior lighting.

We secured a vehicle for the activation and used automotive paint to provide a clean finish. We cut a 20 foot container down to 10 feet, and rebuilt the inside with insulation and flooring. We wanted to ensure that the container would be able to be lifted off the truck in the event that an activation would not permit trucks into the location.

Our team ensured the mobile pop-up arrived at each location on-time for each activation and also managed and trained staff on the use and selling points of the HP Sprout computer.

Branding exploration

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Event production

We ensured the truck was delivered to each location, setup with power and with staffing and management. Locations included CES in Las Vegas, Art Fairs in Austin, Texas and Florida, Magnificent Mile and Chicago.

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Strategy

J. A. and Kathryn Albertson Family Foundation