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HP Opens up a World of Opportunity with Gen-Z Contributors in Timely New Spot

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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

HP Opens up a World of Opportunity with Gen-Z Contributors in Timely New Spot
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. 

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Client

Client: HP

Title of Creative Work: Madam President

Chief Marketing Officer, HP: Vikrant Batra

Global Head of PS Marketing, HP: Cristina Bondolowski

Head of Marketing for US Consumer Personal Systems, HP: Daryl Butler

WW Marketing Manager, HP: Aki Martin

WW Marketing Campaign Lead, HP: Lyndsey Grove Longo

Campaign Content Specialist, HP: Jenna Losé

Agency

Agency: Goodby Silverstein & Partners

Co-Chairman and Co-Founder: Rich Silverstein

Creative Directors: Matt Edwards + Wes Phelan

Copywriter: Kate Cullen

Art Director: Malika Reid

Production

Director of Broadcast Production: Leila Gage

Executive Producer: Stephanie DeNatale

Broadcast Producer: Rachel Saxon

Account Services

Managing Partner: Leslie Barrett

Account Director: Melissa Buck

Account Manager: Casey O’Brien

Assistant Account Manager: Elizabeth Markovic

Brand and Communication Strategy

Head of Brand Strategy: Bonnie Wan

Group Brand Strategy Director: Kelly Evans-Pfeifer

Brand Strategy Director: Kevin DeStefan

Group Communication Strategy Director: Dong Kim

Senior Communications Strategist: Matt Hudgins

Business Affairs

Director of Business Affairs: Judy Ybarra

Business Affairs Coordinator and Traffic Manager: Howie Mapson

Production company

Production Company: Epoch Films

Director: Emma Westenberg

Executive Managing Producer: Melissa Culligan

Executive Producer/Head of Production: Megan Murphree

Producer: Francesca Lentini

Director of Photography: Douwe Hennink

Stylist: Ntombi Moyo

Service Production Company: Unit + Sofa

Executive Producers: Martin Sobotka + Fady Salameh

Producer: Jan Hlavsa

Editorial Company: Cabin

Editor: Emma Backman

Assistant Editor: Edward Khoma

Managing Partner: Carr Schilling

Executive Producer: Adam Becht 

Producer: Liz Lydecker and Patrick Lewis 

Telecine Company: Company 3

Colorist: Tom Poole

Color Producer: Alexandra Lubrano

VFX Company: Kevin

Executive Creative Director, Partner: Tim Davies

Senior Executive Producer, Partner: Sue Troyan

Head of CG: Mike Dalzell

Senior VFX Producer: Jami Schakel

VFX Producer: Andrew Cowderoy

2D Lead: Steve Gibbons

2D: Robert Murdock, Rob Winfield, Susanne Scharping, Chris Payne, Tim Bird

CG: Carl Harders, Matt Longwell, Kerry Graham, Ryan Taylor, Greg Gutkin

Design: Miguel Delcan

Music Supervision Company:  Songs for Film & T.V.

Chief Creative Director:  David Fisher

Music and Sound

Music, Sound Design + Mix Company:  Squeak E Clean Studios

Creative Director:  Justin Hori, Rob Barbato

Sound Design + Final Mix:  Drew Fischer

Score:  Squeak E Clean Studios

Composers:  Elliot Glasser + Katarina Gleicher

Director of Business Development:  Christina Carlo

Executive Producer:  Amanda Patterson

Senior Producer: Max Taylor

Categories: Consumer Electronics, PCs and Laptops

Goodby Silverstein & Partners, Mon, 09 Nov 2020 16:38:54 GMT