Official Selection Work Better COMMERCIAL WORK: CRAFT: DIRECTION

BRANDHP

PRODUCTION COMPANYANORAK FILM GMBH

DIRECTOR(S)BERND FASS

PRODUCER(S)TOBIAS STEINHAUSER, FRANKO MELISCH

AGENCYAKQA BERLIN

CLIENTHP

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.