Goodby puts Jay-Z's
hands to good use

SF-based agency Goodby, Silverstein & Partners described its "Digital Evolution" at Adweek's Creative Conference: Mashup 2007 yesterday.

Multi-talented creatives hired across fields — ranging from academic environments, media labs and design firms — helped Goodby implement the current HP campaign, "The computer is personal again," where famous hands tell the world what's inside their PCs.

The campaign was inspired by a resume film from Goodby new-hire Pete Connolly. The HP campaign also introduced a successful interactive banner ads, in the form of a Pong-like game.

Goodby has come a long way since '05, when only 18 percent of its creative talent was dedicated to nontraditional media. (Indeed, it was diagnosed as having internal "Crispin envy," according to Adweek.)

Today, 65 percent of creatives can work on any aspect of a campaign.