CRAFT: DIRECTION (2022)
COMMERCIAL WORK (CRAFT: DIRECTION)
Work Better - HP
Anorak Film GmbH
|Title of Piece:||Work Better|
|Production Company:||Anorak Film GmbH|
|Producer(s):||Tobias Steinhauser, Franko Melisch|
|Short Synopsis:||HP’s 2020 Work Better campaign inspired German businesses to embrace new technology during the first wave of the pandemic. A year or so later, for Work Better 2.0, we meet our antihero “Markus” again as he takes us on a tour of the pandemic-altered working world. He’s taken “embracing change” to a whole new level, and he’s literally taking his more timid colleagues along for the ride.
Anchored again with a 60-second TVC, the 2021 campaign expands the story from focusing on changes to possibilities. Markus serves as a creative mirror, reflecting back elements of German culture, mindset, and values, in order to speak directly to the local audience and make a meaningful connection with the brand.