HEWLETT PACKARD
HP came to us by default. It was income. It was also an opportunity no one really wanted to acknowledge. Because servers = boring.
Well, not really. No harm trying. If we fail, no one would blame us. If we did some cool stuff, it would be a nice surprise.
As it happens so often, the clients who we least expect to buy good stuff are the ones who actually do.
So, a simple communication requirement for the HP BladeSystem C-class servers finally ended in this C-level targeted global TV SPOT released on digital channels...directed by an indie director who had done music videos for Modest Mouse and The Tragically Hip. Servers can be cool.
A series of INTERACTIVE and DIGITAL banners for HP BladeSystem C-class server. (RIP Courtesy EOL Adobe Flash.)
A mandatory single page ad for Proliant servers was turned into a carefully crafted PRINT campaign. Campaign payoff: Optimism has its limits. Protect your business with an HP Proliant Server.
And then we tried to push our luck by doing more than servers. HP Laptops. One that was fingerprint secure. (Copy: Only one fingerprint can open it. Yours.) The other, specially case-hardened. (Copy: The perfect notebook for even the clumsiest business professional.)
Nine years later, a different agency, a different city and a different HP called Hewlett Packard Enterprise (HPE). This STUNT introduced the finance world to the new LOGO that wrapped around the columns of the NYSE as a declaration of intent.
OOH that kept the new logo riff going along with big facts.
