Magic Words, the unwritten stories

A platform by AlmapBBDO for HP, aimed at reinventing the way people preserve their memories

Think about a country that has more than 13 million illiterate people. How many stories they have that go unwritten and how many memories would be lost? HP core is technology and technology needs to be used to empower people. So, we developed an innovation using Google Speech API that captures stories through speech, transforms it into text and prints it in real time. And with that, we hit the road.

We started out looking for stories all across the country, from the Amazon rainforest on the border with the state of Rondonia to villages in the backlands of the Northeast of the Brazil, all the way to the big cities São Paulo and Rio de Janeiro. And, one by one, the stories were recorded via voice command and were printed in real time. Those pages were turned into the first book written by illiterate people, with 30 fantastic and touching stories and photos, printed with just one HP Ink Advantage Ultra and it’s high yield cartridges that come with it.

All of that became a documentary showing amazing places and people that have one thing in common: stories, memories, and ideas that would all pass into oblivion. But not anymore. Watch the documentary here: www.youtube.com/watch?v=BPLO7WayX7s

With the same technology, we created a booth that could print a unique postcard. Held in Rio de Janeiro’s Central Station, illiterate people could send postcards with a message and their picture to their loved ones.

The project has a website, www.hpmagicwords.com , that features the documentary, the voice printing app – now available for anyone (Portuguese only by now), information about the HP Ink Advantage Ultra, the project authors’ profiles and a PDF version of the book for free download. And on Instagram, the experience can be enhanced as you can see the project with a different set of eyes. www.instagram.com/hpmagicwords/

Credits Magic Words

Company: HP Inc.
Title: Magic Words
Product: Ink Advantage Ultra
Partner/Chief Creative Officer: Luiz Sanches
Executive Creative Director: Bruno Prosperi
Creative Director: Marcelo Nogueira, Pernil, Benjamin Yung Jr, Andre Gola,
Digital Creative Director: Luciana Haguiara
Head of Art: Pedro Burneiko
Art Director: Pedro Burneiko, Luciano Lincoln, Renato Jun Okida, Nando Sperb, Tiago Padilia
Copywriter: Luciana Haguiara, Daniel Oksenberg
Creative Technologist: Renato Jun Okida
UX: Caroline Kayatt
Agency TVC production: Vera Jacinto, Diego Villas Boas, Fernando Yamanaka Technology Director: Eduardo Bruschi
Project Manager: Mayra Otsuka
Content Director: Chris Melo
Photographers: Gabriel Bianchini, José Cabaço, Ale Charro e Samuel Costa
Film Production: Bando Studio
Director: Leandro HBL
Executive Producer: Marcela Sutter
Photography Director: Vagner Jabour
Editing: Guilherme Tensol / Lucas Rangel
Finalization: Rudá Cordaro
Audio Production House: Satélite
Technology Production House: The Goodfellas
Account Services: Filipe Bartholomeu, Juliana Janot Vilhena Nascimento, Thamy Alegria Ortiz e Stéffano Coelho
Digital Integration Director: Kauê Lara Cury
Public Relations: Tiara Vaz, Anna Pires (In Press)
Media: Carla Durighetto, Fernanda Maia e Paula Kosugi
Approval: Nara Marques, Eduardo Portillo e Shuchi Sarkar