| Title | HP TOUCHSMART |
| Brand | HEWLETT-PACKARD ASIA PACIFIC |
| Product / Service | HP TOUCHSMART HOME DESKTOP PCS |
| Category | B02. Consumer Products |
| Entrant | XM ASIA PACIFIC Singapore, SINGAPORE |
| Entrant Company: | XM ASIA PACIFIC Singapore, SINGAPORE |
| Advertising/Web Design Agency: | XM ASIA PACIFIC Singapore, SINGAPORE |
Credits | |
| Name | Company | Position |
|---|---|---|
| David Brown | XM Asia Pacific | Senior Creative Director |
| Selene Chin | XM Asia Pacific | Business Director |
| Tung Mun Hoe | XM Asia Pacific | Senior Art Director |
| Martin Loh | XM Asia Pacific | Copywriter |
| Dominic Tang | XM Asia Pacific | Designer |
| Quah Hui Shan | XM Asia Pacific | Project Manager |
| Joel Yap | XM Asia Pacific | Account Manager |
| Oliver Eriksson | XM Asia Pacific | Head of Digital Strategy |
| Benjy Choo | Kilo Studio | Creative Director |
| Jeremy Dower | Jeremy Dower | Character Designer |
| Elizabeth Choo | Eggfinity | Producer |
| Terence Chan | AMX Audiophiles | Sound Producer |
The campaign was created to launch the HP TouchSmart, one of the first-ever touchscreen PCs. We created a story with the message ‘Wake up your feelings”, in which our feelings (as cute little creatures) have fallen asleep because of neglect, and we needed to wake them with the power of touch. The banners illustrate this by letting the user interact with the bottom banner, hence using touch to wake up a feeling shown in the top banner. When you let go, your feelings go back to sleep, with the message that you need the HP TouchSmart to keep them awake.