“A new ad that flips the script on assumptions of what ‘All-American’ actually means…”- Fast Company
3 out 4 people picture an all-American family as a white mom, dad and kids. In reality, only 1 in 4 families match that portrait. As part of HP’s “Reinvent Mindsets” campaign, we set out to challenge that notion.
Awards: SABRE Award- Winner in Best Brand Content | Shortlisted in Branded Journalism | Innovation Sabre Award- Best in Brand Film/Video | Bronze Anvil- Best Brand Film | PRWeek- Runner Up in Best in Broadcast/Film/Video | Webby Awards- Honoree in Corporate Social Responsibility
“The reveal of the actual families was a stunning, emotional revelation and a lesson learned about bias”
“Reinvent Mindsets stunt reveals the typical “unit” doesn’t adhere to expectations”
