HP

Reinvent Expectations

Gen Z answers back

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

Gen Z jumps from the feed to show their true character using HP premium laptops.

Insight

A generation is frustrated by the 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 social spots that played tricks with the conventions of Insta’s media space. In each spot, an HP user defies expectations levelled at their generation.

CREATIVE MADE FOR THE MOMENT
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 BUYING 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.