HP – Make it Matter

Full brand repositioning
through product launches
in the Asian market

Our briefing
& the market
scenario. 

In 2012 HP was repositioning their brand all over the world. Instead of launching a worldwide campaign hammering down their brand new "Make it Matter" approach they wanted to gradually re-introduce theirselves through the launch of upcoming products, They were reinventing their brand but the transition should feel seamless and natural—not forced.

"Make it Matter" campaign had a huge launch in the American market where the brand was staring moving its efforts towards being a more "life style brand" and talking less about technology it self. The belief behind the new program was that the technology should be there for people to achieve what they wanted most in life and help make the special moments matter.

Yes, HP makes technology but most importantly... it advances the way we live and work.

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Real but not ordinary.
Familiar but not presumptuous.
Honest but not cold.

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— HOTSPOT PRINTER —

Integrated Campaign launching the new HP Hotspot Printer in China. The campaign was
built aroundTV Spots, Social Media Activities, Viral Films, Micro-sites and Events.

— TVC "THE COUNTDOWN" —

— PRODUCT SETUP VIDEO —

— ONLINE FILM "THE SUBWAY" —

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Our shots are editorial in style,
capturing authentic moments that are
real and focused on what matters. 

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— THE UIA SYSTEM —

ULTRA INK ADVANTAGE

A series of Internet documentaries promoting the HP Ultra Ink Advantage System
in China. The campaign was also ativated via social media, digital and PR stunts.

— THE MOM ILLUSTRATOR —

— A KIDS MESSAGE TO THE WORLD —

— THE PUPPY SAVIORS —

— CAMPAIGN HUB —

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The next level light is here.
Performance you can trully
see and feel.

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— ULTRABOOKS —

SUDDENTLY EVERYTHING ELSE SEEMS OLD-FASHIONED.

— BACK TO SCHOOL —

ULTRABOOK SPECTRE XT CAMPAIGN HUB

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Slick in its own ways and
still in a different class from
what else you’ll see amongst
Ultrabook devices.

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— HP ENVY ULTRABOOK —

PRODUCT DETAIL PAGE

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CREATIVE TEAM

CREATIVE DIRECTOR
Flavio Vidigal

SENIOR ART DIRECTOR
Fangchi Gato

LEAD DESIGNER
Jason Wu

COPYWRITERS
Jojo Jhang
Kim Hobson

STRATEGY & MANAGEMENT

MANAGING DIRECTOR
Alex Csergo

STRATEGY DIRECTOR
Felix Zhang

BUSINESS DIRECTOR
Chinchye Guay

ACCOUNT MANAGEMENT
Carolyn Yu
Stephanie Xu

CAMPAIGN PRODUCTION

SENIOR PRODUCER
Sean Pan

LEAD PRODUCER
Maureen Sherrard

PROJECT MANAGER
Catherine Liu

SOCIAL MEDIA & DEV

SOCIAL MEDIA DIRECTOR
Tobias Bordal

Tech Director
Cameron Rimington

Created and brought to life at  ProximityBBDO Beijing

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