Wake Up

The short film acted as the focal point of a live activation (with phones checked at the door), premiering at Sundance as part of a standing room only HP-sponsored event featuring a panel discussion on the intersection of mindfulness and technology, lead by Olivia Wilde and best-selling author Ingrid Fetell Lee, and moderated by podcaster Aminatou Sow.

Following the premiere, HP set out to continue the conversation by premiering the fiLm at high profile events that embrace the mission they’re on: putting people in rooms together to connect, engage with one another, and commit to using technology with intention.

OUTCOMES:

The initiative earned over 200M impressions during the week of the premiere, landing on the coveted PEOPLE.COM homepage twice in 48-hours. All without any paid media support.

Agency: Anonymous Content (Zac Ryder/Adam Groves Joint ECDs)