Leo Burnett's Arc creates integrated campaign for HP

Arc Worldwide in Singapore, part of the Leo Burnett Company, has created an integrated campaign for Hewlett Packard in the form of an online contest for the best creative visual using light as the medium of expression.

This campaign, 'Lightropolis,' goes live online on 19 March at www.hp.com.sg/lightropolis, where it will feature an interactive tool for the creation of participants' visual expression. Votes from the public and a panel comprising representatives of HP, ION Orchard (one of Singapore's largest malls) and the Media Development Authority of Singapore (MDA) will pick the winning creations for display on the website itself and LED screens lining the ION Orchard building's north entrance/exit that leads into the Orchard train station.

''Singapore is full of talented, creative professionals, who can often feel jaded by their day to day jobs. We wanted to inspire these people, offering them a unique opportunity to use their creativity to make a big impact. So we decided to transform the heart of the city into a giant canvas. Using city lights as the 'paint,' we challenge participants to create the most interesting Lightscape'' said Valerie Cheng, creative director, Arc Worldwide Singapore.

Kicking off this campaign, 3D direct mailers bearing a personalized address, will be sent to select targets as an invitation to the competition.

Posters recruiting participants to the campaign will also be placed in relevant schools and offices. Other forms of support will be electronic direct mailers, banners, outdoor posters, event flyers and direct mail.

The contest will run from 19 March through 31 May. Winners will be announced on 1 July.