You+hp

In 2003, digital cameras were a luxury item for the ultra tech savvy. However, HP was (rightly so) betting it’s multi-million-dollar global consumer business on the masses moving to digital photography and building their entire consumer brand around it. The strategy behind the “YOU+hp” platform was to demystify digital photography by inspiring and enabling people around the world to use HP technology (including cameras, printers, and ink) to express themselves and their creativity.