HP attempts to break world record with £9m 'smile' campaign

The "smile" campaign is being executed through PR, advertising, online, shopping mall demonstrations, in-store demonstrations and point-of-sale activity to link its digital photography service and create a more personal relationship with UK customers.

The marketing programme launches on March 17 and will run through to August as the group aims for the largest photographic exhibition in the world.

HP's cross-agency team consists of Porter Novelli, Publicis, ZenithOptimedia, RedCell Response, TMB Marketing and Communications, Creative Direction and Channel Advantage.

The public have been invited to visit the HP website to upload their smiles, with all photographs to be displayed in a London gallery in August. For every smile exhibited, HP will donate 25p to the children's charity NCH.

Celina Hands, HP UK consumer marketing manager, said: "The cross-platform 'smile' campaign taps into people's desire for fun, creativity, comfort and individualism.

"A smile is the most direct physical human expression of happiness, loving and belonging, it is also our first response to having our photo taken."

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This article was first published on brandrepublic.com