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HP /  Be You / Adam Hashemi

Helping people be themselves, really themselves.

0:00 0:30

HP, one of the largest PC manufacturers in the world, was looking for a global brand platform that could help them gain market share in the premium PC category. Battling Gen Z’s default choice for Apple, HP needed to negate the ‘old’ or ‘serious’ perception of its brand to spark reappraisal of what the HP brand could stand for with this new generation.

For too long, the laptop category had been ruled by tech and specs that left many confused by what the actual benefits were. While other competitors sought to define humanity with their technology, we found that HP actually took the reverse approach – one where humanity is the inspiration of its technology. Pushing against this tension, we launched the ‘Keep it Human ‘platform to show all the ways people and their behaviors shape our technology. This refreshingly optimistic perspective opened up a new creative lens to articulate HP’s innovations and reflect the unapologetic nature of our audience for being themselves and well, human.

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Attention score: 95.74 Attention Index: 139 (39% fewer interruptions than avg.) - iSpot.tv  •  4% YOY Growth at Best Buy within the first two weeks  •  Significant WoW sales increase over back half of the campaign  •  
Attention score: 95.74 Attention Index: 139 (39% fewer interruptions than avg.) - iSpot.tv  •  4% YOY Growth at Best Buy within the first two weeks  •  Significant WoW sales increase over back half of the campaign  •  
Attention score: 95.74 Attention Index: 139 (39% fewer interruptions than avg.) - iSpot.tv  •  4% YOY Growth at Best Buy within the first two weeks  •  Significant WoW sales increase over back half of the campaign  •  
Attention score: 95.74 Attention Index: 139 (39% fewer interruptions than avg.) - iSpot.tv  •  4% YOY Growth at Best Buy within the first two weeks  •  Significant WoW sales increase over back half of the campaign  •  
Attention score: 95.74 Attention Index: 139 (39% fewer interruptions than avg.) - iSpot.tv  •  4% YOY Growth at Best Buy within the first two weeks  •  Significant WoW sales increase over back half of the campaign  •