Digital examples from the campaign below:

Envy 14 Beats Special Edition – NYC Launch

The insight:

Most of us, (especially hard working New Yorkers), have two computers: The computer we use for work during the day, and the one we use at night. Even though we may take a work laptop home with us, once we shut down Outlook and turn off the Crackberry, we’re doing very different things. We want incredible entertainment and a platform to express ourselves. We’re watching movies, playing music and games, living in alternate realities, writing blogs, working on creative media projects.

This is a duality in our computing behavior that hasn’t really been recognized in marketing.

Night computing is self indulgent. And it should be. Because the night is our time. We’re not being productive for anyone other than ourselves. Our night persona is closer to our real self than our worker bee personas. We’re relaxed, more emotional, more personal, more passionate.

So let’s own the night. Let’s make the Envy 14 with Beats SE the first night computer.

The Idea:

Bring ON the night.

It’s rooted in product truth. All of the things we do better than anyone; music, video, games, entertainment, are the things people do mostly at night. And let’s face it, the Envy SE looks like a night computer. It’s black, with a red glow. It’s sexy. It’s mysterious. Look at an MacBook Pro: That’s a day computer. It’s cool, but it’s cold. We’re not saying there’s anything wrong with that, but don’t show up to DJ the roof party with a Information Worker Productivity Machine. Leave that shit in the shoulder bag.

Nightlife is another word for entertainment. We experience most of our music, movies, concerts, and sports at night. And there is no city that does nightlife better than the one that never sleeps. New York City comes alive at night with entertainment. And so do we. Because with Beats Audio, Quad speakers, DJ tools, red lit keyboard and matte black design, there is no better computer to embody this experience and own entertainment than the HP Envy 14 Beats Special Edition.

NOTE:  Work examples include spec and proof of concept pieces. Not all pieces shown were developed.

The line “Everybody On” was concepted by Goodby late in 2010. Even though the line showed a lot of potential and had gained traction within the halls at HP, the platform was vulnerable to being a generic technology message unless we demonstrated how HP’s devices provide unique access to this mission.

Our task at twofifteenmccann was to get “Everybody On” by defining the theme through the products as they are TODAY. Our first step was to figure out our product differentiating claims. For EliteBooks: You are “on” because you have the assurance of reliable access to your content, no matter what or where. For HP Envy: You are “on” because you can enjoy hearing music the way you want to experience it, and not how it is mandated by technology. For TouchPad: You are “on” because of the intuitiveness of using technology the way you instinctively want to, and not the way you were taught to. For Touchpad and Veer: You are “on” because your content is effortlessly shared between mobile devices.

Our second step was to figure out a graphic mechanism that was versatile enough to not only speak to these claims in an innovative manner but also to tie all of HP’s various products, applications/OS and divisions together using one consistent tone, look and feel. Since HP is amongst the largest technology providers in the world this mechanism and tone also had to be easy to trans-create for markets all around the globe.

NOTE:  Work examples include spec and proof of concept pieces. Not all pieces shown were developed.

Campaign Video and Flash Links:

Everybody On Worldwide Sizzle Reel

EMEA Back to School Banner

HP is about to launch two amazing new products (the Pre³ and TouchPad) that will be of immense value to Enterprise businesses. Powered by the revolutionary webOS interface, these tools will lead to greater efficiency, productivity and aid success in a number of key areas for companies who make the choice to switch.

And these tools can now be made even more powerful with a partnership between HP and the nation’s most reliable wireless network: Verizon.

Doing so would forge a partnership that would actually create something all Enterprises strive for:

Elevation.

The following campaign will celebrate the potential of this partnership and the by-product of it, while shedding light on the great features and benefits of HP products combined with the Verizon network.

Finally, this campaign further cements the legitimacy of HP’s new brand rallying call:

NOTE: Work examples include spec and proof of concept pieces. Not all pieces shown were developed.

Everybody On

“…the way it works is pretty simple: plug in my transmitter into the iphone 4 and play back any video clip. you can play it through the ipod feature or through the camera roll. the transmitter instantly sends the video signal to the video repeater and the video repeater overrides any video screen that it’s being held next to. it doesn’t matter what shape or size the hacked screen is because the hack video will simply keep its correct dimensions and the rest of the hacked space will stay black.

i chose times square for my demo because it has lots of video screens to try it on. it is also one of the most monitored and secured areas in new york city and that made it that much more fun . you can see in my video that the repeater is pretty powerful but the signal is not very stable yet. i’m working on that. i will post a new video later this week explaining how i made this prototype.”

http://www.informationisbeautiful.net/visualizations/radiation-dosage-chart/