HP pushes broad sustainability efforts in Olympics campaign

Brand addresses climate change and importance of diversity in two ads from Wieden+Kennedy running during the games

Published On
Jul 30, 2021

Editor's Pick

HP is leveraging the Olympics’ global stage to get the message out on its broad sustainability goals—from the environment to social equity.

During the games, the brand debuted two new ads, each targeting one of its key priorities in reaching its goal of becoming the world’s “most sustainable and just technology company,” which was outlined by President and CEO Enrique Lores in HP's 2020 Sustainability Impact Report.

“Parallel Lives” (above) addresses the climate change threat and illustrates how the brand is using ocean-bound plastic in its product portfolios. Since 2016, the brand has used more than 1.8 million pounds of ocean-bound plastics, the equivalent of about 64 million plastic bottles.

“Orchestra” depicts HP team members working together as if part of a musical ensemble. It’s meant to highlight the brand’s equity efforts and showcases how diversity of thought, talent, background and experience among its staff is crucial to its success. 



HP last advertised during the Olympics in 2012. The campaign coincides with the company’s 20th consecutive year of sustainability reporting. Its sustainable impact strategy comprises goals spanning climate action, human rights and digital equity.

The spots were created out of Wieden+Kennedy, which also created campaigns for Ford and Nike running during the games. French director team Megaforce, the team behind Burberry's "Festive" holiday spot, helmed the ads, with cinematography by Grieg Fraser (“Dune,” “Rogue One, “Vice”). Oscar-nominated composer Haushka (“Lion”) created the score for “Parallel Lives.”


Jul 30, 2021
Client :
Agency :
Wieden & Kennedy-Portland
Creative Director :
Bertie Scrase
Creative Director :
Christen Brestrup
Creative :
Theo Bayani
Creative :
Miguel Gonzalez
Agency Producer :
Lindsay Reed
Director :
Production Company :
Producer :
Valerie Romer
Editor :
Joe Guest
Editorial Company :
Final Cut
Post House :
Composer :
Music Supervision :
Twenty Below Music
Sound Designer/ Mixer :
Sam Ashwell
Additional Sound Design :
Marcin Pawlik

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