The Drum Roses Awards 2023

1

Grand Prix

1

Chair's Award

6

Website

7

Online Video / Film / Viral Advert

6

Online Advert or Campaign

1

App

4

Augmented Reality (AR)

4

Innovative Use of Technology

4

TV/ Cinema Campaign

3

TV/ Cinema Commercial Produced for 20k or Less

1

TV/ Cinema Commercial Under 21 Seconds

9

TV/ Cinema Commercial Over 21 Seconds

4

Press Campaign

3

Press Advert

2

Automotive

5

B2B

1

Consumer or Ecommerce

3

Finance and Professional Services

5

Leisure/Travel/Tourism

1

Music and Entertainment

5

Public Sector

6

Sports/Health

5

Radio Campaign

6

Radio Commercial

3

Annual Report / Publications

4

Corporate / Promotional Literature

8

Identity Design

7

Packaging

6

Poster

8

Art Direction

7

Copywriting

8

Illustration/Animation

5

Photography

2

Typography

7

Outdoor Campaign

5

6, 4 or Smaller Sheet Poster

2

48 or 96 Sheet Poster

3

Unusual Size or Special Build

Nominated

HP Elite Dragonfly Launch

Company or team name

The Department

Client

HP

Entry credits

This is the story of a laptop that is #lighterthanair; HP wanted to create a marketing campaign that departed from their traditional target audience. The slick design of the laptop meant that HP wanted to broaden its demographic from business to consumers and IT decision makers. We had to create an experience that was different from the standard activation and more than just a b2b trade show stand. It had to relate to the new audience and we had to do all of this without the use of a working device. The solution - a special build. An eye catching, beautiful and bright installation that the public could not ignore. An installation they could engage with, scramble over and have their photos taken on. An installation that also took the public into the digital world of AR. Working with our partner Edleman, our strategy was to captivate the attention of this mobile centric demographic, with a 360 live and gamified experience, positively disrupting commuter routines at 5 high footfall ABC1 locations. We created an experience that went beyond expectations of a classical laptop launch by designing a multi-sensory, technologically creative and interactive brand world with dragonfly identity at heart. The beautiful 3m high abstract wings were made out of iridescent bright colours from eco-conscious materials, to reflect that this was the first ultrabook to incorporate ocean bound plastics. The wings were brought to life by pulsing RGB lights to enhance the colours, and transmitted light reflecting qualities to evoke a sense of movement in the colours, creating breathtaking wavelengths of light. We wanted to showcase the beautiful eye-catching design of the laptop to show people that it was more than just a business laptop and tapped into the consumer market looking for their next high spec device. Through R&D we crafted plinths that showcased the laptops key feature, the lightest on the market. We used electromagnets to levitate and rotate the laptops, giving the viewer a 360-degree view. To deepen brand engagement, commuters were then invited to play a DragonFly augmented reality game, or could pose with Instagram DragonFly filters. Using QR codes, customers unlocked a vortex into the Dragonfly world and were immersed into the ‘catch the dragonfly’ experience, to see how many dragonflies they could catch in 30 seconds! To drive people to take part in the challenges, HP awarded those who used the campaign hashtag and social filters at the stand a chance to win their very own Elite HP dragonfly laptop. The unique campaign mechanics enabled HP to capture key points of data showing positive feedback on the use of interactive and immersive technology: THE RESULTS: Over 1650 downloads 460 competition entries Reach of 4.7 million 1.19 million stand impressions . The final result was an immersive, one of a kind laptop launch, taking HP’s Elite DragonFly laptop to new creative heights.

Entry video

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3

Ambient Media/Stunts

3

Direct Mail

8

Integrated Campaign

7

Item of Self Promotion

8

Low Budget

6

Charity / Not for Profit Advert

3

Most Creative Use of Media