Print, Motion, Social, Strategy, Design, Copywriting
Recognizing the continuing shift in corporate personnel, HP developed a new fleet of premium products that changed the perception of PCs and the ways they are used. One of these products, HP Elite Slice, required a very strategic introduction promoting its unconventional, modular design—a design that allows users to tailor their machines to match their work requirements. Ultimately, Adcetera spearheaded a campaign promoting the strengths of this exciting new product without cannibalizing the benefits of existing laptop and desktop PCs. The campaign appealed to both an emerging tech- and design- savvy workforce, and commercial information technology leadership.