The film from Goodby Silverstein & Partners features real young people who are effecting real change in the world and helped craft everything from the story to set design
At a time when the future is more uncertain than ever, HP knows that there’s one group of people who have the power to change it for the better. HP’s new film for their powerful PCs, 'Madam President', harnesses the collective power of one group of young people to see the future through their eyes. Launching today, 'Madam President' isn’t just about the potential for the future; it’s about the potential of the people who will take us there.
Created by Goodby Silverstein & Partners, the film features Gen-Z contributors: Jacqueline Azah, Fionn Ferreira, Tiana Day and Kavya Kopparapu. Jacqueline is an activist and the cofounder of J&H New Beginnings, an organisation geared toward enacting positive change within local communities. Fionn is an inventor and conservationist whose tool has helped remove microplastics from the ocean. Tiana is an activist and organiser who led the Black Lives Matter march across the Golden Gate Bridge. Kavya is a computer scientist and the founder of Girls Computing League, an organisation that helps bring more females into the male-dominated field of computer science. Each of them not only starred in the film but also helped craft everything from the story to the set design.
“Our new holiday campaign connects with the Gen-Z audience, showing how our brand values connect with their believes and support their world views, be it addressing climate change or social justice or education access,” said Cristina Bondolowski, global head of marketing, personal systems, HP Inc. “We are showing a vision of our technology as the enabler to make their dreams come true, building an emotional connection through hope. It’s meant to inspire our audience for an open, optimistic and more sustainable future.”
Viewers won’t recognise the stars of the film, and that’s exactly the point. Instead of casting well-known influencers with thousands of social media followers, HP decided to feature real young people who are effecting real change in the world, essentially making the case that contributors, not influencers, are the people whom we should know and follow.
“We love the idea of shifting from influencers to contributors, using this opportunity to shine a light on protagonists who are actually making a difference,” said Matt Edwards, creative director, Goodby Silverstein & Partners. “A highlight of this project was inviting these inspiring individuals to a conversation and just listening to their stories and hopes for the future.”
Just as the stars of the film are inspiring, up-and-coming young individuals, so is the director, Emma Westenberg. The film begins in a documentary style as the four contributors talk openly about how they see the future. From there a remake of the popular song 'You Get What You Give' plays as the audience follows each contributor through a futuristic time where they turn their dreams into reality. We see each of these young people in positions of power as they reform education, remove microplastics from the ocean, reverse climate change and even become the president of the United States.
The products featured in the film include HP Spectre x360 14 and HP ENVY 15. The US-focused campaign targets 18 - 34 year olds with an estimated reach of 64million. Media includes CTV, social and digital video, audio, high impact, native and display.
Campaign assets will feature on Hulu, Warner Media, YouTube TV, Amazon FireTV, Complex, Vice, Genius, TikTok, Snapchat and Spotify.