HP

HP

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The All-American Family Portrait

The All-American
Family Portrait

The All-American
Family Portrait

What does the all-American family look like?

In this social experiment, HP explores the evolving portrait of families in the U.S. and the unconscious biases that still persist.

What does the all-American family look like?

In this social experiment, HP explores the evolving portrait of families in the U.S. and the unconscious biases that still persist.

What does the all-American family look like?

In this social experiment, HP explores the evolving portrait of families in the U.S. and the unconscious biases that still persist.

What does the all-American family look like?

In this social experiment, HP explores the evolving portrait of families in the U.S. and the unconscious biases that still persist.

What does the
all-american family look like?

In this social experiment, HP explores the evolving portrait of families in the U.S. and the unconscious biases that still persist.

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Challenge

As the world and specifically photography has gone digital, American families are no longer printing their family pictures, leading HP has seen a heavy decline in sales for photo printers. At the same time, HP has taken a stance for Diversity and inclusion in all of their marketing.

As the world and specifically photography has gone digital, American families are no longer printing their family pictures, leading HP has seen a heavy decline in sales for photo printers. At the same time, HP has taken a stance for Diversity and inclusion in all of their marketing.

Insight

While family demographics have changed substantially, many of us still have traditional, outdated notions of what an all- American family should look like. In today’s America, that picture is becoming especially divisive with the conversations on immigration, race, and LGBTQ rights.

While family demographics have changed substantially, many of us still have traditional, outdated notions of what an all- American family should look like. In today’s America, that picture is becoming especially divisive with the conversations on immigration, race, and LGBTQ rights.

Idea

The All-American Family Portrait was a social experiment that invited a group of diverse individuals to confront their own biases by constructing an all-American family from a seemingly random group of people. They were then introduced to 13 real families hidden within the group, debunking traditional notions of what an all-American family looks like.

The Press

The Press

A new ad that flips the script on assumptions of what "All-American" actually means. 

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TOP 5 ADS OF THE WEEK

‘Reinvent Mindsets’ stunt reveals the typical ‘unit’ doesn’t adhere to expectations.

Creativity

EDITOR'S PICK

The reveal of the actual families was a stunning, emotional revelation and lesson learned about bias.

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AD OF THE DAY

We need more efforts like this if we are to create a world we all would like to successfully live in.

AJC

The Experiment

The Families

Thanks for judging.