Give us an overview of the campaign, what is it about?
On the heels of HP’s “Keep It Human” Back to School campaign, which speaks to the role technology plays in Gen Z’s daily lives and addresses the appeals and problems that 18 to 24 year-olds have with their devices, HP Premium Consumer PC and FF Los Angeles developed the next chapter that features HP’s Spectre x360 13. The initial launch for chapter 2, “Meant to Move,” featured some very recognizable influencer talent, conveying the idea that driven youth are constantly on the go and don’t need anything cumbersome slowing them down. This then culminated in “The Most Fabulous Unboxing,” a video from social media influencer, Bretman Rock.
Unboxing films are massive in the category and tapping into this world made us extremely excited creatively. We saw an opportunity to bring humor, flare and a touch of fabulousness to this world and there was no better person than beauty influencer Bretman Rock. Known for his signature spinning of random items on his fingers -- from pillows and now laptops, Bretman Rock [@BretmanRock] unboxes his Spectre x360 13, manifesting his ability to be his most “fabulous self.”
Tell us about the details creative brief, what did it ask?
HP’s new Spectre x360 13 is a powerhouse in its category. It’s light, small, versatile, powerful, and comes with best-in-class security features like the Webcam Kill Switch and Mute Mic Button. We needed to highlight the key product features in a film that would not only demonstrate, but entertain and increase consideration among the Gen Z (18-24 years old) audience.
Which insight led to the creation of this piece of work?
Gen Z lives live unapologetically, honoring their most authentic selves. They value honesty and look to personalities like Bretman Rock to influence their world views and opinions on products to consider, as opposed to traditional advertising campaigns. They also want to see brands embrace young people for all of who they are, partnering in ways that support and enhance these personalities in collaborative ways.
Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?
We always knew we wanted to create an entertaining and informing unboxing video, but explored other influencers and routes to showcase authentic personalities. Ultimately, Bretman Rock was the perfect fit for his humor and authentic relevancy for how product features enhance his life.
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
We loved working with Bretman! He is a one-of-a-kind performer, and we appreciated that he never held himself back. Collaborating with him and allowing him to be his truest self meant we all truly enjoyed the experience from start-to-finish. He definitely kept us all laughing with his humor.
His fans also saw this, and appreciated that this big brand opportunity was given to one of their long-time favorites and that he was still being himself throughout in a branded collaboration. It was amazing to watch their reactions and see their love for him.
We learned that the ‘Keep It Human’ approach strongly resonates with Gen Z. They are looking for brands to reach them in ways they trust, can be entertained, and can become part of the conversation.
Where do you see this campaign going in the future?
FF Los Angeles and HP Premium Consumer PC will be continuing to unfold new chapters of the ‘Keep It Human’ platform together, showcasing how different products across the portfolio can enhance the lives of today’s youth and help them live their most authentic lives.