HP All-American Family

Challenge Perceptions

What is an all-american family?

The All-American Family Portrait: We wanted to explore today’s modern family, we devised a social experiment with a simple premise: “what does an ‘all-American’ family look like in 2018?”. To find out, we recruited a diverse group of Americans and asked them to create a family portrait. We discovered that there’s still a big difference between the picture many of us have of the “typical” American family and the reality of American families today.

In the U.S., 3 out of 4 people picture an all-American family as a white mom, dad and kids.

We wanted to challenge people to think differently about photography, while simultaneously increasing its sales. For this campaign, We sought to create a purpose-driven campaign that would not only reinforce their leadership in diversity but would also promote the relevance of printed photos in today’s screen-driven society.

We invited a group of people to construct their ideas of an all-American family portrait from what appeared to be a random group of Americans. We later revealed 13 real families hidden within the group, debunking outdated stereotypes.

We captured this experience in an online film designed to provoke attention and start a conversation. We created a 360 holistic campaign utilizing, Owned, Earned and Paid Media. An online destination hosting the full results of the survey we conducted, what the data revealed and featured portraits of our all-American families. We also created social-first assets to distribute the film and invited people to continue the conversation across social media platforms by sharing portraits of their own families with the hashtag: #reinventmindsets.

The Impact

The campaign drew a large amount of positive media attention, mostly focusing in on HP’s stance promoting for diversity and inclusion

During the first week of October, CNBC’s Power Lunch highlighted HP’s "All-American Family Portrait" short film in a segment discussing consumers’ preference for brands that “take a stand”

The film was mentioned on CNN's Quest Means Business

The campaign was featured as Adweek’s “Ad of the Day”

Featured in Fast Company’s “Top 5 Ads of the Week”

The “All-American Family Portrait” film delivered a massive 48% purchase intent for HP printers