HP > reinvent mindsets
The All-American Family Portrait: When HP 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.
ADWEEK: What Does an ‘All-American Family’ Look Like? HP Created a Challenge to Show the New Reality / AdAge Creativity: HP Rearranges Relatives to Make a Point About the “All-American” Family / Atlanta Journal-Constitution: Majority of Americans Still View the “All-American” Family as Straight, White and with Children The Drum: Ads We Like: HP gives an exercise in what makes up a ‘typical’ American family / The Drum: HP INC: ALL-AMERICAN FAMILY BY EDELMAN / TG Daily, Robert Enderle: HP Moves To Change The False Perception Of Diversity / MarketingDive, Erica Sweeney: HP exposes bias around the 'all-American family' with social experiment / MediaPost: Is The All-American Family White, Heterosexual With Kids? / Marketing Industry News: Ads We Like: HP gives an exercise in what makes up a ‘typical’ American family