October 2008
Arc Worldwide Singapore, the creators of the critically acclaimed HP Toyrama campaign, are offering an online haven for ‘Colour Fanatics’, or people obsessive about colour precision. This digital paradise forms part of an integrated campaign for the world’s first affordable colour-critical LCD monitor, the HP DreamColor LP2480zx Display.
The campaign aims to challenge the target audience’s perception that their current computer monitors are good enough, by highlighting the fact that more than 70% of computer monitors are simply not capable of displaying colours accurately. This is an alarming fact for professionals in the creative industries, where colour fidelity and precision is crucial.
Guarded by fairies and elves, the ‘DreamColor Wonderland' is a place where victims of an impending ‘plague’ known as ‘Colouritis’ can find eternal happiness. Online visitors can seek instant solace through an innovative game where they become an ‘Elf Apprentice’. By blowing into a microphone to spin a giant pinwheel, HP DreamColor Displays are manufactured. The top player wins a ‘cure’; an HP DreamColor LP2480zx Display.
To demonstrate the extent to which colour inaccuracies exist with their current monitors, Arc Worldwide Singapore have sent their specialized audience intriguing direct mailers in the form of an arcane book called the ‘Mystical Book of Colours’. Inside are instructions for making a colour-coded pinwheel (DreamColor Wand) which allows users to test their monitors online for colour accuracy.
"We always place our target audience at the centre of our briefs and our creative process” said Valerie Cheng, Creative Director of Arc Worldwide, Singapore. “For this project that means highly passionate people, who demand perfection in their work. All we had to do was to let them discover for themselves their monitors’ imperfections, and then provide them with the solution.”
To create buzz and drive more traffic to the website, the team also created an ambient idea for selected graphic arts retail outlets. Specially constructed see-through ‘ghost books’ were placed on the shelves of graphic and design-related bookstores. The books reveal the DreamColor Wonderland story and the scourge of ‘Colouritis’ on its back cover, ending with an invitation to visit the website.
Designed for professionals for whom accurate color management is essential and customers who seek to use only the best in technology innovations, the HP DreamColor display achieves more than 64 times the colors available on mainstream LCDs. Reds, blues and greens are visibly deeper, blacks are four times darker and whites are adjustable. The result of an unprecedented technology collaboration with DreamWorks Animation SKG Inc, the new liquid crystal display (LCD) provides a range of more than 1 billion colors in a 30-bit, LED-backlit widescreen display. It is expected to disrupt the economics of colour management, enabling for the first time a colour-critical LCD display on every desk, making colour checks, redesigns and multiple proofs a thing of the past.
Arc Worldwide Singapore’s magical ‘DreamColor Wonderland’ follows the avant-garde ‘Toyrama’ contest in partnership with Dreamworks last year, that provided creative professionals and amateurs the opportunity to create, design, and direct animated skits using high-performance workstations and graphics tools. Initial results indicate that the response to ‘Dreamcolor Wonderland’ will be equally phenomenal.
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