HP helps end sour relationships

The 2009 HP Trade In and Save campaign centered on the idea of “breaking up” with an old printer for a new, more efficient model from HP. Online video units captured those intimate awkward moments when an old flame is being let down easy – but with an unexpected twist.

To make the campaign more social, the agency proposed encouraging business users to create and upload their own “break-up” videos, showing how they would handle ending a relationship with an old printer. This library of user-generated content could then be showcased on the Trade-In and Save website in the form of a “Best Break Up” contest.

Copywriter: Don Smith
Agency: Doremus/San Francisco
Role: ACD/Copywriter