HP does not just stand for "Have a Printer." That's the point that 72andSunny and the tech company are making in this new brand campaign starring actor/comedian Rhys Darby of Flight of the Conchords and directed by Simon McQuoid of Imperial Woodpecker.
The "Let's Do Amazing" campaign features spots, blogger-targetted films and a new employee-directed short, all designed to shed light on the company's broader base of tech-focused offerings outside of just printers. "The brand hadn't kept pace with the company and that's the problem HP wanted to fix," explains 72andSunny CD John Boiler. Rhys Darby acts as a foil throughout the campaign, interviewing various HP patrons in his trademark awkward manner. "What we didn't want to do was have a spokesman," says Boiler.