Ditch the screens. That’s HP’s Christmas message and it has come in the most delightful form via Goodby Silverstein & Partners and director, Michel Gondry, who have reimagined the classic carol, The 12 Days of Christmas. In the new version, obsessive teens-a-texting, lads-a-liking and swipers swiping are stopped by a dying phone battery. The lead-up to Christmas is then dominated by activities such as boys-a-baking, sisters spinning and fellows flying.
“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,” stated Deepak Masand, global head of print marketing at HP Inc.
The average family spends over 250 hours on screens during the holidays, according to HP.
“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 last thing you want to do is tune out during the holidays. It’s time to spend real quality time with the family.”
Watch the BTS film:
HP has also partnered with artists and influencers to develop over 250 hours of printable activities. Its Print the Holidays content is available at hp.com/getreal. There are exclusive comic books by @adamtots, original colouring pages by @boccaccinimeadows, holiday bingo by @adamjk, Star Wars and Frozen content from Disney and recipes from AllRecipes.com, as well as a paper aeroplane designed by Gondry himself.
Credits:
Agency: Goodby Silverstein & Partners
Co-Chairman & Co-Founder: Rich Silverstein
Creative Director: Will Elliot
Associate Creative Directors: Daniel Righi & Kurt Mills
Copywriter: Sydney Lindsey
Art Director: Jelena Kolomejac
Design Director: Ryan Self
Designers: Pedro Zuccolini & Nero Chen
Production: Leila Gage, Stephanie Denatale & Rachel Saxon
Managing Partner: Leslie Barrett
Account Management: Melissa Buck, Jackie Russell & Vivian Cheng
Strategy: Bonnie Wan, Dong Kim, Matt Hudgins, Kelly Evans-Pfeifer, Marisa Perazzelli & Briana Patrick
Business Affairs: Judy Ybarra, Kristian Evanculla, Howie Mapson & Stuart Pidrak
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
Editing: Exile
Editor: Kirk Baxter
Assistant Editor: Rex Lowry
Executive Producer: Cl Weaver
Post Producer: Michael Miller
Colour/Graphics & VFX/Finishing: The Mill LA
Creative Director/VFX Supervisor: Glyn Tebbutt
CG Lead: Jason Mortimer
Animation Supervisor: Jacob Bergman
Graphic Design & Art Directors: Sasha Vinogradova, Maxim Goudin
Senior Colourist: Adam Scott
Senior VFX Producer: Erin Hicke
Executive Producer: Dan Roberts
Music, Sound Design + Mix: Squeak E. Clean Studios
Executive Creative Director: Sam Spiegel
Arrangers + Composers: Lydia Davies & Lucas Cantor
Executive Creative Producer Sydney: Karla Henwood
Executive Producer Los Angeles: Christina Carlo
Sound Designer + Mixer: Drew Fischer
Client: HP
Chief Marketing Officer: 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