Assignment: stimulate sales of HP work stations which are verypowerful computers. Communication objective: stimulate brand awareness among target group; push HP workstations in buying orientation mindset of end-users and decision makers. Targe group: digital content creators (graphic designers etc.), CAD users and oil& gas analysts (2d/3d modelling / lots of data). Secondary, the decision makers as IT managers or the procurement professional. Consumer insight: because of these high performance computers, you are able to work better and faster. HP work stations have the power to crunch data more quickly and the power to visualise more graphically. So you can get on and do more. It will ultimately take things a step further than your initial thought. Promise: the power of imagination. Result: the international EMEA pitch was won with this creative idea translated into relevant media channels for the target group.

Title: Hewlett Packard Agency: Publicis Amsterdam Account: Cisca Kooring Art: Annemiek Klijn, Fred Rosenkamp Copy: Huub Lensvelt Planner: Paula Buit