Creativity

HP: Hedge Games

When it comes to the convergence of Hollywood and interactive advertising, a new campaign from HP and DreamWorks stands on the cutting edge—or hedge, as the case may be. To generate buzz for both the upcom

Published on May 10, 2006

Editor's Pick

When it comes to the convergence of Hollywood and interactive advertising, a new campaign from HP and DreamWorks stands on the cutting edge—or hedge, as the case may be. To generate buzz for both the upcoming DreamWorks Animation film Over the Hedge (out May 19) and HP's new dv5000 Entertainment Notebook (which was used during the production of the movie), the HedgeGames.com website was created by branded entertainment agency Campfire. "HP provides the tools that DreamWorks Animation's artists and technicians use to produce CG animated movies," says Julie Haralson, corporate advertising manager for HP. "Once people understand that HP technology is behind the creation of Over the Hedge, the desire to learn more about HP products becomes stronger." Adds Campfire partner Mike Monello, "The alliance between HP and DreamWorks Animation goes much deeper than a traditional movie-tie in, and we felt it was important to express the fun spirit of both the movie and the notebook in a deeper, more immersive way."

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About

Credits

Date
May 10, 2006
Client:
HP
Agency:
Campfire

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