HP /  Chillin / Adam Hashemi

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. In this spot, we used the ‘Keep it Human’ lens to highlight the flexibility of HP PC laptops – one that mirrors all the ways our audience could use it.