Background

HP has been running a mentorship programme for aspiring creators for the last two years. The programme was successful, but didn't have the scale and reach beyond the creators attending the programme. So for season 3, we decided to do something different- we turned the mentorship programme into an internship where young creators would get the chance to work with seasoned professionals to create something meaningful together. This simple tweak in approach allowed us to witness aspiring creators come into their own and gave them an experience of a lifetime.

Describe the creative idea (40% of vote)

Roro Jonggrang, Reimagined Modern day creators re-tell an ancient folktale. We re-imagined the story of Roro Jonngrang, an ancient tale about a prince who wanted to marry a princess, only to be told that her hand in marriage could only be granted if he built 1,000 stupors, or temples in her honour. We collaborated with Izzy and Isha, two of Indonesia’s brightest 3-D artists to lead the team to create a projection mapping installation in the heart of the jungle just outside Jakarta. We first sent a call-out for applications and received over 1,000 of them, the largest HP had ever received for their programme. They then got to work. We documented their process and used it as social content so that everyone could be on their journey together. They then headed into the jungle to put it together. This entire event was documented in partnership with Vice.

Describe the execution (40% of vote)

We re-imagined the story of Roro Jonngrang, an ancient tale about a prince who wanted to marry a princess, only to be told that it would be granted only if he built 1,000 stupors, or temples in her honour. We collaborated with Izzy and Isha, two of Indonesia’s brightest 3-D artists to lead the team to create a projection mapping installation in the heart of the jungle just outside Jakarta. We first sent a call-out for applications and received over 1,000 of them, the largest HP had ever received for their programme. They then got to work. We documented their process and used it as social content so that everyone could be on their journey together. They then headed into the jungle to put it together. This entire event was documented in partnership with Vice and the resulting film was amplified on VIce and on HP’s social channels.

List the results (20% of vote)

The video that captured the digital installation in action resulted in more than 54 million cumulative reach. Over the course of the campaign, we got 73 million engagements. Our ROI for the campaign was 3.4 times higher than targeted. The campaign resulted in a 2.4% increase in positive brand lift.