The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Innovation & Transformation / Innovation in Lockdown
Annual ID
OS_PT21_078M
About the Work
Worldwide COVID-19 stay-at-home orders had massively affected the printer industry, with office printing all but drying up. As a result, HP needed to help boost home-printer sales.
At the same time, we noticed that people were finding creative ways to support neighbors and essential workers, like banging pots during shift changes or putting teddy bears in their windows. HP saw an opportunity to use the home printer to help turn their windows into a canvas for creativity.
So HP joined with over 40 world-renowned artists to create a gallery of printable posters in order to help everyone fill their windows with hope.
The “Windows of Hope” collection included over 40 original, brand-new works from world-renowned artists like Shepard Fairey (USA), Laura Callaghan (England), Sameer Kulavoor (India), Brosmind (Spain), Noma Bar (Israel), Kanae Sato (Japan) and dozens of others. And all you needed to get one was a printer.
All the posters were free to download on HP’s site, so people could print from the safety of their homes. And in an unprecedented move, HP chose not to include any branding whatsoever on the artwork. Instead, each poster included the hashtag #WindowsOfHope so anyone could find them easily online.
And since all the art galleries were closed, we created a massive five-story window exhibit on the streets of San Francisco, showcasing the art for everyone to see.
During the campaign HP’s online engagement was 93 percent (23 percent higher than their benchmark), and HP-website visits increased by 25 percent. Thanks in part to this campaign, printer sales from HP’s retailers have increased by 10% year-over-year.
But most importantly, over 1 million pages of art were printed and put up in windows all over the world. As people were craving connection to the outside world, their printer helped them get that.
At the same time, we noticed that people were finding creative ways to support neighbors and essential workers, like banging pots during shift changes or putting teddy bears in their windows. HP saw an opportunity to use the home printer to help turn their windows into a canvas for creativity.
So HP joined with over 40 world-renowned artists to create a gallery of printable posters in order to help everyone fill their windows with hope.
The “Windows of Hope” collection included over 40 original, brand-new works from world-renowned artists like Shepard Fairey (USA), Laura Callaghan (England), Sameer Kulavoor (India), Brosmind (Spain), Noma Bar (Israel), Kanae Sato (Japan) and dozens of others. And all you needed to get one was a printer.
All the posters were free to download on HP’s site, so people could print from the safety of their homes. And in an unprecedented move, HP chose not to include any branding whatsoever on the artwork. Instead, each poster included the hashtag #WindowsOfHope so anyone could find them easily online.
And since all the art galleries were closed, we created a massive five-story window exhibit on the streets of San Francisco, showcasing the art for everyone to see.
During the campaign HP’s online engagement was 93 percent (23 percent higher than their benchmark), and HP-website visits increased by 25 percent. Thanks in part to this campaign, printer sales from HP’s retailers have increased by 10% year-over-year.
But most importantly, over 1 million pages of art were printed and put up in windows all over the world. As people were craving connection to the outside world, their printer helped them get that.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Goodby Silverstein & Partners / San Francisco
Client / Brand
HP, Inc
Art Director
Jason Gan
Associate Creative Director
Daniel Righi
Kurt Mills
Chief Creative Officer
Margaret Johnson
Creative Director
Matt Edwards
Wes Phelan
Executive Producer
Danielle Riccardi
Artist
Aaron Draplin
Aaron Lowell Denton
Alex Trochut
Andy Rementer
Aurelia Durand
Benny Gold
Brosmind
Cachetejack
Daniel Semanas
Dxtr
Erik Marinovich
Fabio Benê
Hattie Stewart
Jeremy Fish
Jeremyville
Jessica Hische
Justin Poulter
Kanae Sato
Keith Shore
Kelly Anna
Kelly Malka
Kristian Hammerstad
Laura Callaghan
Little Friends of Printmaking
Magoz
Marylou Faure
Matt Johnstone
Mike Perry
Noma Bar
Ornamental Conifer
Pablo Rochat
Paul Thurlby
Rude
Sameer Kulavoor
Shepard Fairey
Teng Yu
Timothy Goodman
Tishk Barzanji
Todd King
Strategy Director
Cassidy Wilber
Writer
Clark Chamberlin
Group Brand Strategy Director
Kelly Evans-Pfeifer
Senior Communications Strategist
Matt Hudgins
Account Director
Melissa Buck
Account Manager
Jackie Russell
Assistant Account Manager
Vivian Cheng
Assistant Content Creative
Emilio Diaz
Business Affairs Manager
Howie Mapson
Co-Chairman
Jeff Goodby
Rich Silverstein
Co-Director of Production
Margaret Brett-Kearns
Director of Business Affairs
Judy Ybarra
Head of Broadcast Production
Leila Gage
Managing Partner
Leslie Barrett
Partner, Head of Brand Strategy
Bonnie Wan
Partner, Head of Communications Strategy
Christine Chen
Senior Print Producer / Art Buyer
Noah Dasho
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