Leave a Selfie – HP France 2016 | Clapboard Ad Archive

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Leave a selfie - HP | Clapboard Ad Archive

HP’s Leave a Selfie campaign, developed by Fred & Farid and launched in France in 2016, puts influencer Jerome Jarre squarely at the center of a lively product story for HP’s Sprocket photo printer—an approach that sits squarely in Clapboard’s FORMAT#8—Ongoing Characters or Celebrities, where a recurring or widely recognized personality serves as the engagement engine for brand recall. Jarre’s vibrant adventure acts as a living demo, bypassing conventional narrative arcs in favor of a kinetic, personality-first journey that makes HP Sprocket’s utility both tangible and aspirational for a young, digitally native audience intent on transforming ephemeral social content into lasting, physical mementos. The creative leverages Jarre’s credibility to bridge device and user, threading HP’s broader brand mission to create purposeful technology through authentic, influencer-driven storytelling. The campaign execution demonstrates a sharp alignment with evolving consumer tendencies to seek immediacy, authenticity, and playfulness in both their media consumption and self-expression—qualities amplified by real-time social sharing, a clear call-to-action routed through HP’s owned digital ecosystem, and the device’s near-frictionless photo printing user experience. This is not a functional explainer or stepwise testimonial; rather, it is the influencer brand-in-action, using Jarre’s sense of fun and widespread recognition to surface both the Sprocket’s core functionality and its inherent social currency, which holds unique salience in the Electronics, Technology marketplace’s ongoing pursuit of relevance amongst digitally sophisticated consumers. The inclusion of the campaign film as its primary media asset smartly aligns with the consumption patterns of its intended audience, inviting them into the product story through a familiar narrative vector—the influencer’s personal adventure—while reinforcing HP’s cultural positioning as a technology brand attuned to the emotional register of memory-making. Clapboard rates this 61/100. For the broader industry, the campaign’s real significance lies in how it illustrates the potency of personality-powered narrative in turning an everyday tech device into a badge for content creation and connection.

Credits

Client

HP

Agency

Fred & Farid

Executive Creative Director

Olivier Lefebvre

Copywriter

Yann Rougeron

Art Director

Yann Rougeron, François Claux

Social Media Strategists

Stéphane Espasa-Tudo, Victoire Thiesse

Community Manager

Guillaume Blaineau

Producer

Magalie Dauleu, Julie Matthieu

Production House

Phantasm

Director

Thibault Dumoulin

Post Production

Reepost

Category Mind Map

48%

The HP "Leave a Selfie" campaign centers on the HP Sprocket, a compact instant photo printer designed to transform digital selfies into tangible memories. The brand proposition emphasizes HP’s commitment to innovation that enhances everyday life by enabling users to easily capture and reinvent personal moments through physical prints. The campaign positions HP not just as a technology provider, but as a facilitator of meaningful, shareable experiences that blend digital convenience with tactile nostalgia. From a market strategy perspective, the campaign leverages the rising popularity of selfies and social sharing among younger, tech-savvy consumers who value personalization and immediacy. By featuring influencer Jerome Jarre, the campaign taps into authentic storytelling and peer influence to resonate with a digitally native audience that craves new ways to express identity beyond virtual platforms. The creative approach integrates performance-driven messaging with an emotional appeal, encouraging consumers to “Leave a selfie” as a unique keepsake. This aligns with broader trends in electronics and technology consumption where experiential engagement and lifestyle integration are key drivers of product adoption. The campaign’s use of social media hashtags and accessible online content reinforces its digital-first outreach while supporting brand visibility within the competitive electronics market in France.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign centers on Jerome Jarre, a recognized influencer and celebrity, as signaled by the YouTube description ("Discover Jerome Jarre's adventure with HPSprocket!"). The creative device leverages his presence to generate attention and credibility, fitting the ongoing characters or celebrities format. His "adventure" suggests the narrative is built around his actions rather than a conventional story arc, problem-solution set-up, or benefit-driven twist. The campaign relies on the celebrity to act as a bridge between the product and the audience, creating aspirational or relatable engagement through Jerome's participation rather than pivoting on demonstration, pure testimonial delivery, or storyline resolution.

1. Dell – Market Positioning Dell positions itself as a customer-centric technology provider known for customizable, reliable computing solutions across consumer, business, and enterprise segments. Their direct-sales model and focus on innovation appeal to both professionals and gamers looking for performance and scalability. 2. Apple – Market Positioning Apple is positioned as a premium brand emphasizing seamless integration of hardware, software, and services. It focuses on sleek design, user experience, and ecosystem connectivity, targeting creative professionals and consumers who value innovation, style, and brand prestige. 3. Lenovo – Market Positioning Lenovo differentiates itself through global reach and a broad product portfolio catering to all tiers, from affordable consumer laptops to high-end enterprise and gaming devices. It emphasizes durability, innovation, and value, capitalizing on efficiency and adaptability in diverse markets. 4. ASUS – Market Positioning ASUS is known for its innovation and high-performance products, notably in gaming and ultraportable laptops. It combines cutting-edge technology with competitive pricing, appealing to tech-savvy consumers and gamers seeking performance, reliability, and design. 5. Acer – Market Positioning Acer focuses on affordability and broad accessibility in the electronics market, delivering cost-effective laptops and desktops that blend functionality and style. The brand targets budget-conscious consumers and students, while also expanding into gaming and professional segments with its Predator line.

Q: What is Leave a selfie about? A: Leave a selfie is a professional campaign launched in France in 2016 by HP, created in partnership with the ad agency Fred & Farid. The campaign centers on the HP Sprocket, a compact instant photo printer, and leverages the influence of social media celebrity Jerome Jarre. Through a film medium, the campaign follows Jarre’s adventure with the HP Sprocket, encouraging audiences to print and share their digital selfies as tangible keepsakes. Targeting tech-savvy, younger consumers, the campaign blends personal storytelling with digital engagement to highlight HP’s innovation in the electronics and technology sector. Q: What creative device does Leave a selfie use? A: Leave a selfie employs the ongoing characters or celebrities format, classified as FORMAT#8 in Clapboard’s 12-format taxonomy. This creative device is characterized by the use of a recurring personality or celebrity to drive brand recall and engagement. In this campaign, influencer Jerome Jarre is positioned at the center of the narrative, serving as a relatable and aspirational figure who bridges the gap between the HP Sprocket product and the target audience. The campaign relies on his authentic presence and social influence rather than a traditional story arc or testimonial approach. Q: What is the campaign proposition for Leave a selfie? A: The campaign proposition for Leave a selfie positions HP as a facilitator of meaningful, shareable experiences by transforming digital selfies into physical memories with the HP Sprocket. The brand message emphasizes innovation that enhances everyday life, targeting younger, digitally native consumers who value immediacy, personalization, and creative expression. By encouraging users to #LeaveASelfie, the campaign taps into the cultural trend of social sharing and nostalgia, reinforcing HP’s commitment to technology with a purpose and inviting consumers to reinvent how they capture and cherish personal moments. Q: How does Leave a selfie rank in Clapboard's archive? A: Leave a selfie holds a Clapboard Campaign Score of 61/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of the electronics and technology category. Q: Who are the competitors in HP's category? A: In the electronics and technology market, HP competes with several major brands. Dell is known for its customer-centric approach and customizable computing solutions, appealing to both professionals and gamers. Apple occupies a premium position, emphasizing seamless integration, design, and user experience for creative professionals and consumers seeking innovation and prestige. Lenovo stands out with its global reach and diverse product portfolio, focusing on durability and adaptability. ASUS is recognized for high-performance, innovative products, particularly in gaming and ultraportable devices, targeting tech-savvy users. Acer delivers affordability and broad accessibility, catering to budget-conscious consumers and students while expanding into gaming and professional segments.