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 Poor Colleague’s computer set-up is so old and outdated, even the audience feels encumbered by it.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