HP - WORK BETTER CAMPAIGN
Title | HP - WORK BETTER CAMPAIGN |
Brand | HP (GERMANY) |
Product/Service | HP PREMIUM NOTEBOOKS |
Category |
F01. Use of Film |
Entrant
|
AKQA Berlin, GERMANY
|
Idea Creation
|
AKQA Berlin, GERMANY
|
Production
|
ANORAK Berlin, GERMANY
|
Credits
Gabrielle Soria Soria |
AKQA |
Creative Director |
André Blanco |
AKQA |
Senior Creative |
Eduardo Rodarte |
AKQA |
Senior Art Directo |
Niklas Scholz |
AKQA |
Copywriter |
Res Matthys |
AKQA |
Senior Copywriter |
Christian Detken |
AKQA |
Motion Designer |
Rasmus Johansson |
AKQA |
Project Manager |
Markus Biesenbach |
AKQA |
Account Director |
Alexi G unner |
AKQA |
Senior Strategist |
Bernd Faass |
Anorak Film |
Director |
Jens Spöri |
Anorak Film |
DoP |
Tobias Steinhauser |
Anorak Film |
Executive Producer: |
Tobias Steinhauser |
Anorak Film |
Executive Producer: |
Franko Melisch |
Anorak Film |
Producer |
Thomas Berlin |
48K |
Music Production |
Write a short summary of what happens in the film
The film begins with our hero character, Markus, meeting our anti-hero character (let’s call him, Poor Colleague). Poor Colleague’s computer set-up is so old and outdated, even the audience feels encumbered by it. Markus, meanwhile, sets his notebook on the desk, opens it, and draws us into the New Normal. No longer is working remotely a pain or obstacle—Markus can freely work wherever he goes… and he goes everywhere. In a truck, on a boat, on a horse, in the mountains… all the while seamlessly collaborating with Poor Colleague, who’s still stuck in the office. It takes a sudden premonition (in the shape of a wise Janitor) to show Poor Colleague that the only thing holding him back is himself. Our film ends with both heroes setting off on the open road… with an open 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.
Explain how the work innovatively used the film medium.
We used film as a mirror, capturing a cultural behaviour and holding it up to our audience through the almost parable-like story of Markus and his colleague.