I am not sure if this is an ad campaign for the HP TouchSmart PC, or just a pitch that was entered into the New York Festivals competition. It won a Silver and a Bronze.
This is the scoop from XM Asia Pacific (RGM Connect) about the campaign:
"Our clients came to us for a campaign to launch the HP TouchSmart Desktop PC, the first-ever touch-screen computer for the home that is sleek and stylish as it is powerful. Targeting style-conscious young aults who are fully immersed in the digital lifestyle, we created an emotional pull that focused on the product’s core USP (i.e. the touch-screen) by spinning the big idea/line/message “Wake Up Your Feelings” into a fun and interactive story in which our feelings (in the form of cute personalisable characters) had fallen into slumber as a result of neglect due to our busy lifestyles – and only through the power of touch could we wake them up again to get our feelings back. The result was a wonderful world of whimsical animation that was magical to behold and brought the campaign messaging to life."
Since I'm a school psychologist in my "day" job, I appreciate interactive applications that help people understand and communicate feelings. It would be nice if this concept could be transformed for use in school counseling and social skills/coping skills intervention groups!
You can access the video from the Motion Graphics website, or click on the picture below to link to the video and additional information. The concept is great, and the video is worth watching.
Mun Hoe Tung was responsible for the animation and art direction of the campaign.
Just think of how fun it would be to manipulate the items on the screen!