HP is on a mission to become the most sustainable and just technology company. A crucial part of this goal is advancing diversity, equity, and inclusion. Through every level of the organization, HP is committed to supporting different people with different perspectives. It’s led to some category-leading results: the most diverse board in Silicon Valley. A commitment to doubling the number of Black and African American employees by 2025. Running the HBCU challenge for new talent. Partnering with UN Women to inspire girls and minority students to pursue careers in engineering.

This work aimed to bring to life the foundational HP belief that more diverse thinkers lead to more unexpected, more thoughtful solutions. To show the world that diverse thinking isn’t just the right thing to do - but the smart thing to do.

In this spot, we showcase a diverse group of different people’s thinking, which is represented audibly by different musical instruments that play out loud to highlight each person’s varied, yet incredible, thinking. The spot concludes with the one woman’s thinking leading to a breakthrough idea, that then leads to the entire group’s thinking to be heard syncing together, like an orchestra. The spot concludes with a link to the HP Jobs URL, to encourage people from all backgrounds to apply to work at HP.

HP founded Silicon Valley. But in an age of Tesla, TikTok and Apple had lost relevance. Had no clear point of view on the world. Yet scratch beneath the surface and HP had a compelling, relevant story to tell.

As one executive put it “We do the right thing. We let that be the driving force for the work that we do and the products we design. But our humility and humbleness is becoming our Achilles heel.”

At the core of that was a commitment to becoming the “most sustainable and just technology brand by 2030”.

We believed that if we could tell this story by bringing their actions to life we could get A1849 consumers to reappraise HP as a relevant, innovative force for good - and raise the bar for businesses across the world.

“Orchestra” was part of HP’s Sustainable Impact campaign that ran in July/August 2021. The campaign objective was to shift brand perception by launching work focused on HP’s brand values. Finding relevant media environments aligned with those values was crucial to ensuring creative message resonance. “Orchestra” launched in the premiere event of 2021, the Summer Olympics in Tokyo. The Olympics provided a high attention tentpole media environment rooted in the celebration of diversity and human achievement, a perfect platform for the “Orchestra” message. Placements were secured in the Opening Ceremonies and other high-rated, high-interest events along with a rotation across NBC Olympic properties.

Additional reach and impact were created across premium video platforms and publishers. Forced view, lean back environments were prioritized in environments focused on diversity and thought-leadership. Partners included Disney, The New York Times, CondeNast, The Wall Street Journal, ESPN, Roku, Vevo, Youtube, Vox, and Bloomberg.