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

Name	Company	Position
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 Poor Colleague’s computer set-up is so old and outdated, even the audience feels encumbered by it.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.