AGENCY: twofifteenmccann
CLIENT: HP
YEAR: 2011
ROLE: Sr. Art Director

To celebrate the re-release of the HP Envy Beats Audio Special Edition laptop, HP asked twofifteenmccann to concept a strategy and activation plan that would inspire product lust and help to rejuvenate the brand image.

 

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.

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