HP was created to be a company that did more than just turn a profit. It was created to make a contribution to society. At the heart of this was HP's belief in being thoughtful. Thinking hard about hard things to get to incredible solutions. Like taking a more thoughtful approach to diversity, the environment, and management. Thinking deeply before acting and coming up with thoughtful solutions to sustainability, digital equity, and human rights. After all, HP has always believed that one thoughtful idea has the power to change the world.

Climate change is a threat. But could it be an opportunity? A chance to create new technologies, industries, a more sustainable planet. A chance to turn ocean plastic into something useful? Our generation faces the biggest threat imaginable. But it’s not too late to change our fate. HP believes if we just think harder, we might find the solution to the hardest problem of all: how to save the planet. So far, over 50 HP products contain ocean-bound plastic and they are just getting started.

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 A18-49 consumers to reappraise HP as a relevant, innovative force for good - and raise the bar for businesses across the world.

“Parallel Lives” was part of HP’s Sustainable Impact campaign that ran in July/August 2021. The campaign 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. “Parallel Lives” 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 “Parallel Lives” 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.