HP Small Business Home Office Printers
I think almost any cool or worthy outdoor (out-of-home) idea becomes inherently experiential. This idea puts both HP Printers and selected small or home office business on stage in a vivid demonstration that has show quality.
Every morning the billboard - located in major media market or significant pedestrian point - would begin as a white canvas with the HP logo. Then it comes to life as a series of HP home office printers begin to produce office work sized copies that are gathered and posted to the board by hand by a part cirque, part Peter Parker wall-walker.
What becomes assembled is a billboard message or logo for a small business or home office operator. It stays up for an hour and then is replaced with the build of an HP themed message. Which after a time is replaced by another small business.
Of course, the process is captured in real-time (and edited) video and incorporated into HP on-line properties.
For the small businesses featured there's the added bonus of hometown news coverage for being featured in a major market media partnership with the biggest initials in printers.
Sheet by Sheet.
Just as not all small businesses are alike not all small business or home office printers are alike. To demonstrate just how big the difference can be the idea here is to print, sheet-by-sheet, an old-school outdoor board with cirque style and content for every screen.