HP and a group of celebrity mountain climbers were behind through Summit on the Summit, an interactive campaign to raise awareness about the global clean water crisis. The Summit on the Summit site, touted as the world’s tallest web site, documents a group of celebrities and supporters climbing Mt Kilimanjaro in Tanazania. Musical artist Kenna, Jessica Biel, Lupe Fiasco, Santigold, Emile Hirsch and Alexandra Cousteau scaled the mountain using HP notebooks to blog and post photos, video clips and tweets. Content is altitude tagged, so its position on the site matches their position on the mountain. The site, at 16,709,709 pixels, is meant to match the mountain’s actual scale – 19,340 ft or 5,894 m. The campaign also includes the tallest banner ever created, a TV spot, a documentary and web films online at YouTube.
Click on the image below to play the HP commercial in YouTube (HD)
Click on the image below to play the MTV Documentary trailer in YouTube (HD)
Click on the image below to play Kenna’s Story in YouTube (HD)
Kenna talks about the ongoing challenge of raising awareness after the climb. “We as a human race tend to be short-sighted. We pay attention to things right in front of us and, frankly, we miss the plot. We mean well, but we miss the plot. For me, it’s less of an interesting thing to text and donate, than it is for people to educate themselves about the issue. It already affects a billion people. And if you turn on the news, you hear about states like California and Virginia not having enough water already. So it’s coming here. And if we don’t take care of it across the world, we’ll certainly be facing the issue here at home.”
The Summit on the Summit campaign was developed at Goodby Silverstein & Partners by creative directors Rich Silverstein, Steve Simpson, Will McGuinness, Jim Elliot, senior art director Stuart Brown, senior copywriter Niklas Lilija, executive producer Daisy Downs, and planning director Francois Grouiller.
The site was developed at Number 9.
Filming was shot by director Joseph Kahn via HSI Productions with executive producer Michael McQuhae, director of photography Chris Probst, line producer Richard Weager.
Editor was David Blackburn at Beast Editorial.
Music is by Kenna, recorded by Zac Fisher at Pop Sound.
Post production was done at Eight VFX by VFX supervisor Jean-Marc Demmer, executive producer Baptiste Andrieux, producer Marsi Frey, art director Yann Mallard, CG supervisor Fred Hopp, CG effects artists Morris May and Olek Lyzwanski, CG artists David Lombardi, Mathias Jourdes, Chien I Kao and Shuichi Nakamara, CG animator Freddy Burgos, Flame artists Mathieu Caulet and Nicolas Cadorette Vigneau, compositors Joe Chiao and Joshua Bolin, 2D artist Marianne Magne, 2D designer Vanessa Poiullard.
Kenna’s Story was created and performed by Allison Ouvry.