HP Inc: All-American Family by Edelman

Agency: Edelman
Client: HP Inc
Date: Aug 2018
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HP is continuing to make strides in its pledge to highlight diversity both in and outside of its workforce. With a new campaign called ‘All American Family’ the tech company shows that it embraces every type of family.

On July 21, HP gathered 13 families in Chicago – all ages, races, ethnicities, genders and sexual orientation. A smaller group was asked to put together what they thought was an “All American” family unit and were filmed doing it. The people they grabbed from the group and put together closely resembled those you’d see in framed pictures at the store – traditional man, woman, children.

In fact, none of the “choosers” got it right – an African American lesbian mom and her baby were placed with an African American man married to a white woman, and so on – which was a good lesson not only to the choosers but all the other people in the room who were, in fact, part of real families themselves and checked their own bias after seeing what happened. Pictures were then printed on HP printers and put on the wall to live forever and tell the stories of all types of families. Many of the participating families stated that they hoped to use the exercise to teach their kids about bias.

HP purposefully used the words “All American Family” to further prove the implicit bias most of us bring to our work and personal lives. Given the heated political dialogue around changing demographics, the timing was also purposeful, stated the company.


Creative Agency: Edelman Digital

Chief Creative Officer: Jimmie Stone

Executive Creative Director: Jeremy Bernstein

Creative Director: Gil Kuruneri

Assoc. Creative Director: Sam Wilco

Agency Producers: Jennifer Carter Campbell, Genna Levitan

Account Lead: Kristen Hoy

Production Company: HELO

Director: Annie Saunders

Executive Producer: Brendan Kiernan

DP: David McFarland

Editor: John Jenkins

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