Quite possibly the bravest move HP/I ever took - We wanted to stand up for gamers who were getting a bad wrap - not lean into the macho stereotypes and KILL/DESTROY but really support the community and what it stands for; so when the surgeon general states that Gamers are in fact more intelligent than your average human, and that the best surgeons tend to be gamers, we saw the strength and relevance of “Gamers are not underdogs in society, they are in fact peak humanity” - and as a brand, we recognized that and are with them to fight for their rightful place in society.
This campaign went viral globally (esp. “Procreation”) - it was fully integrated end to end including that 1-800 number to register for Bright Dimensions and more. We went from a “Who?” to one of the coolest brands almost overnight.
Agency: Weiden & Kennedy (Portland)
Director: Eric Wareheim
“Procreation”
Tested off the charts and received the strongest media weight as a result - it raised eyebrows alright but more importantly it connected with the audience and set out our stall very clearly.
“Bright Dimensions”
Another ad-spoof, this time for Non-Gamers among you
“Liv Plan”
This one was scheduled to go out in the early part of 2020, that is until COVID-19 took grip and we did not want to talk about older members of society ‘living longer’ - this spot was rightfully canned