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Hewlett Packard Universal

HP partners with Universal Pictures and Illumination Entertainment for launch of The Lorax

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By The Drum Team, Editorial

June 21, 2012 | 2 min read

Hewlett Packard has partnered with Universal Pictures and Illumination Entertainment for the launch of the 3D computer graphics feature film Dr. Seuss' The Lorax, which is being released on 27 July.

As part of its sponsorship, HP will encourage people to “Print and recycle like the Lorax”, providing consumers with simple advice for a sustainable lifestyle through a bespoke mobile microsite.

Jeff Walter, director of environmental sustainability at HP, said: “The theme of environmental commitment is a priority throughout HP and spreading the message of Dr. Seuss' The Lorax is something we are passionate about.

“Dr. Seuss' The Lorax is not only an inspired tale by Dr. Seuss, one of the world’s most beloved children’s authors, it is also an ecological challenge that rings true in today’s time. HP shares the same values in helping consumers to enjoy printing in the most sustainable way possible by recycling print cartridges, using sustainably-sourced paper and choosing a printer wisely.”

HP is launching a national integrated awareness campaign in the UK across online, mobile, cinema, search, PR and also running an exclusive media partnership with the Guardian.

Niels Swinkels, managing director of Universal Pictures UK & Eire, added: “Dr. Seuss' The Lorax is a special story about making better choices and finding balance from a visionary author who has touched the hearts and minds of millions of children and families around the world. We are very pleased to be partnering with HP among others as it is a great fit in terms of environmental commitment and care for a more sustainable future.”

Hewlett Packard Universal

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