Title | HP TPA 2.0 |
Brand | HP COMPUTERS |
Product/Service | THINK PAD |
Category |
A01. Direction |
Entrant
|
ANORAK Berlin, GERMANY
|
Idea Creation
|
AKQA Berlin, GERMANY
|
Production
|
ANORAK Berlin, GERMANY
|
Post Production
|
SLAUGHTERHOUSE VISUAL MANUFACTURING Berlin, GERMANY
|
Credits
Jake Cooper |
AKQA |
Executive Creative Director |
Gabrielle Soria |
AKQA |
Creative Director |
André Blanco |
AKQA |
Senior Creative |
Eduardo Rodarte |
AKQA |
Senior Art Director |
Res Matthys |
AKQA |
Copywriters |
Niklas Scholz |
AKQA |
Copywriter |
Christian Detken |
AKQA |
Motion Designer |
Markus Biesenbach |
AKQA |
Senior Account Manager |
Rasmus Johansson |
AKQA |
Associate Project Manager |
Alexi Gunnar |
AKQA |
Senior Strategist |
Bernd Faass |
ANORAK |
Director |
Jens Spöri |
ANORAK |
Director Of Photography |
Oliver Don |
- |
Editor |
Tobias Steinhauser |
ANORAK Film |
Executive Producer |
Franko Melisch |
ANORAK |
Producer |
Thomas Berlin |
48K |
Music Production |
Denis Elmaci |
- |
Sound Designer |
Jochen Manz |
- |
Photographer |
Tina Vojnič |
- |
Production Designer |
Slaughterhouse Berlin |
Slaughterhouse Berlin |
VFX Company |
Jochen Ziegler |
HP |
Director Personal Systems Marketing DACH at HP |
Ute Ricciarelli |
HP |
Commercial Marketing Manager, Personal Systems D+AT at HP |
Write a short summary of what happens in the film
On the surface, the campaign may be about different and absurd work scenarios, but deep inside it’s about the courage and lightness that our characters are about to find in themselves, thanks to HP.
Cultural / Context information for the jury
For this campaign, we tapped into a powerful, local cultural truth - that Germans are resistant to change. In a light-hearted way, we portrayed Thinkpad users as reluctant to try new things, persuading German IT decision makers to give change a chance and switch to the far superior HP Notebooks.