72andSunny Launches New HP Campaign
By 72andSunny / AG, 11 Mar 2010
Hewlett Packard (HP) has tapped 72andSunny for a new brand campaign that is due to launch 13 March.
The campaign introduces a new corporate theme” "Let's Do Amazing" and includes seven television spots, digital media and significant employee engagement efforts. The campaign showcases stories that span the breadth of its product and service portfolio, ranging from customer partnerships to employee innovation.
"At 72andSunny our wheelhouse is amplifying our clients' brands in culture and helping them navigate the modern media marketplace. 'Let's Do Amazing' is not just a rallying cry for HP, but something we expect will resonate emotionally with people," said Matt Jarvis, chief strategist, 72andSunny.
The effort uses Rhys Darby, of "Flight of the Conchords," to shine a light on all the amazing things people are already doing with HP products and services and to celebrate the "Revolution of Doing" that is underway. The spots feature companies and celebrities ranging from UPS and the Venetian Hotel to Dr. Dre and Annie Leibovitz.
HP selected 72andSunny in a competitive pitch that started with an initial consideration of over 20 agencies.
"HP has expanded significantly over the past five years to become the largest technology company in the world and yet most customers do not see the breadth and depth of what we do. 'Let's Do Amazing' celebrates HP's roll-up-your-sleeves culture of do-ers who don't just talk and don't just think - and will stop at nothing short of amazing to innovate and deliver for customers," said Glenna Patton, VP Brand Strategy and Experience Design for HP.
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