TECHNOLOGY AND SOCIETY Elisabeth Alidou
TECHNOLOGY AND SOCIETY
Elisabeth Alidou
TECHNOLOGY IMPROVED…
Education & learning process (ex: VR)
Transportation provides
mobility for people and
goods
The diagnoses & treatment of a number of
medical conditions
The way people meet and engage
in relationships
TECHNOLOGY IMPACT ON COMMUNICATION
Barak Obama uses technology
as a persuasion
tool
Improvement of customer service (ex: Hello Bank!)
Transfer of information for better solutions to
any problem
Social medias: live
online communities
MAGIC WORDS. THE UNWRITTEN STORIES. BY HP
How does HP transform Google Speech, a simple technology tool into an emotional transmitter?
JOSÉ ARCANJO DOS PASSOS…
… KEEPS MIXING UP STORIES BECAUSE OF HIS MEMORY LOSSES
HE WISHES HE COULD WRITE THEM DOWN SO HIS GRANDCHILDREN CAN READ THEM
HP’S LATEST CONCEPT: HP INC.
Illiterate people from Brazil, including rural areas and big cities like Săo Paolo and Rio de Janeiro, got their stories printed out in real time with the help of an HP printer and Google speech API
Their stories were then published in a paperback book and turned into a documentary.
A SUBJECT THAT MATTERS
13 M illiterate people in
Brazil
Stories go unwritten
People need to preserve
their memories
Knowledge transmission
ENGAGING CHARACTERS
“A man tells his stories so many times
that he becomes the
story”
Unique characters with their own style. Narration
voice.
Bringing nostalgia
and empathy
True characters
reminding us of our
relatives
ENGAGING STORIES
Stories about
courage and home
remedies
Stories exist since Earth’s Beginnings
Evoking warm-and-
fuzzy feelings
Stories that drive the listener
“JUST LIKE MAGIC”: SIMPLE TECHNOLOGY, APPLIED IN A MEANINGFUL WAY
Magic: “the power of apparently influencing events by using mysterious or supernatural forces.” Oxforddictionaries
Technology is compared to a magical tool that can make impossible things possible
WHAT ARE THE BARRIERS?
Videos replace the
written words due to digitalization
Only 41 %
smartphone penetration in Brazil*
Difficult access to this technology: printer + ink
*2015 Pew Research Center
SO WHY DID HP LAUNCH THIS CAMPAIGN?
HP: market leader in PC commerce in
Brazil
Coherence: positive image, in conjunction with society
issues & values
Manufacturing centers in the
São Paulo state cities of Jundiaí, and Sorocaba
HP WANTS TO PROVE THEY’RE INNOVATIVE
Change of internal
organization after CTO Martin Fink retirement
Adapting to blended
reality trends such as
hypermobility
HP Spectre: world’s thinnest laptop
Looking into 3-D printing
innovation
LET’S RECAP
Innovation: reinvented the way we preserve our
memories
Society matter which concerns a big part of
Brazil’s population
Impactful, memorable, stories lead
to true brand loyalty
HP democratizes
writing to illiterate people