CLIENT
Hewlett-Packard
Satjiv Chahil, Sr. VP-WW Mktg., Personal Systems Group
David Roman, VP-WW Mktg. Comm., Personal Systems Group
AGENCY
Goodby, Silverstein & Partners *Lead Agency
Steve Simpson, Creative Dir.-Partner
Pete Conolly, Creative Dir.
John Coyne, Group Acct. Dir.
Nancy Reyes, Acct. Dir.
Jonathan Isaac, Brand Strategy Dir.
Steve Goldblatt, Creative Dir.
Mike McKay, Creative Dir.
Lizi Cruz, Sr. Quantitative Researcher
Zenith Optimedia
SUMMARY
Over time, the PC had become a commodity to be sold on "speeds and feeds" and HP was locked in a price war with Dell it could never win. HP needed to shake up the status quo of the category and make a young, influencer audience see the brand differently. Recognizing how central PCs really were in people's lives, The Computer Is Personal Again became a rallying cry, championed by remarkable talents like Jay-Z, Serena Williams and an ogre princess and catapulting HP back to number 1 in global sales.
