‘Inter Action: Art in motion’ forms the second leg of HP’s Inter Action initiative after Live in Transmission, positioning the HP notebook as the link between musicians, DJs, visual artists and designers. These artistes will come together to perform on stage in selected venues in Seoul, Taipei, Bangkok, Sydney, Hong Kong and Shanghai.
The event saw the unveiling of the winning design from the HP-MTV ‘Take action. Make art’ global notebook design competition. Joao Oliveria’s ‘Asian odyssey’ will be imprinted onto an HP Pavilion Notebook PC expected to be available next year.
The initiative is linked to HP’s global integrated marketing campaign, ‘The computer is personal again’, built on the concept that the computer is not simply a utilitarian accessory, but something with which people have strong personal and professional connections.
The latest installment of the campaign, which has been in development since 2006 by Goodby, Silverstein & Partners, features high-achieving personalities such as tennis champion Serena Williams, author Paul Coelho, and supermodel and tsunami survivor Petra Nemcova.
The focal point of the commercials is the hands, which are used to enliven a personal narrative and show how the computer is an extension of the individual.