HP | Reinvent Expectations

BRIEF

HP's premium laptops are stacked with innovations that put the user first. Our brief was to increase consideration for the entire range among under-35s buying their first premium PC.

IDEA

Reinvent expectations

Under-35s jump from the Instagram feed to show their true character using HP premium laptops.

INSIGHT

Millennials are frustrated by negative stereotypes levelled at them, when really their refusal to conform to conventions is their biggest strength.

BREAKING THE FRAME TO GRAB ATTENTION

A series of five Instagram spots that played tricks with the conventions of Instagram's media space.
In each spot, a millennial defies one of the most common stereotypes levelled at their generation.

ACROSS THE WEB, THROUGHOUT EMEA

Each asset was shot ready to adapt for 9x16 Instagram Stories and 16x9 programmatic media.

The campaign was also transcreated into 16 languages, including arabic for UAE.

SIMPLIFYING THE CUSTOMER JOURNEY

HP's premium laptop range includes seven different models across three different product lines.
We created a campaign website where users could self-select the most suitable machine based on their priorities.