For the relaunch of the Hewlett-Packard brand, we wanted to show the highly individual and personal relationship people have with their computers. The TV spots were an exercise in branding, using the hands of celebrities as a vehicle for the storytelling. Our print needed to tie that top-line branding to specific products while staying simple, clear and elegant. The ads we created used the hands in a different manner - in this case, as silhouettes, signifying anyone. The line explored the human connection that product made with the person who used it. Furthering that connection, we teamed with a company called Personiva to put your likeness and what's important to you into your very own TV ad. The result? More connections were made: HP's revenue grew 24% from 2007 to 2008.
ACCOLADES: Ad Age's Campaign of the Year