Today, HP has launched its 'Paparazzi', campaign aimed at design conscious consumers. Implemented across the UK, France, Germany and Russia, the campaign features images taken by veteran'paparazzo' Dave Hogan and shows off HPs latest fashionable products.
The Paparazzi ad campaign created by Saatchi & Saatchi is set to make the notepad the new handbag. According to HP, the campaign aims to capture the 'vibrant lifestyles of young, design conscious consumers.'
Jean Pierre Le Calvez, vice president of marketing for HP Europe, Middle East and Africa said: "Our emphasis on sleek design, innovative use of materials and collaborations with fashion designers has delivered a highly desirable collection of products"
The new design heavy notebooks include the HP Envy, Mini 210 and Mini 210 Vivienne Tam edition.
Chinese-born, New York-based designer Vivienne Tam has, with her HP collaboration, in her own words created 'this year's must-have fashion accessory.' The Butterfly Lovers clutch range was apparently inspired by a Chinese love story she recalled from her childhood. It's a tragic tale of ill-fated lovers who were only able to be together once reincarnated as butterflies. Tech-wise the notepad features QuickWeb instant-on browsing which provides access to social networks, Skype, email, and other web resources in seconds as well as a unique compact mirror plus it only weighs 1.22kg.
HPs 'fashion notepads' make an appearance in the Sex and the City 2 film which is sure to be enough to persuade some girls (or even boys) that HP is the glamorous option when it comes to gadgets. If you need more persuasion then head over to www.hp.com/uk/perform and www.facebook.com/HPCuratesUK for more information, or check out the video documentary, 'The making of paparazzi' below.
Press Release
Paparazzi Campaign Puts HPs Style Portfolio in the Frame
GENEVA, Switzerland, August, 2010 - Today, HP launches 'Paparazzi', an integrated campaign aimed at design conscious consumers. Implemented across the UK, France, Germany and Russia, the campaign features images taken by veteran paparazzo Dave Hogan, uniquely tying the company's style portfolio to celebrity culture.
Created by Saatchi & Saatchi and shot by Dave Hogan, an Access All Areas celebrity photographer, the Paparazzi ad campaign centrally positions HP's style range as the digital accessory for the glitterati. The images will be used through executions online and in print with the call to action "Life is your stage. Perform."
"The Paparazzi campaign aims to capture the vibrant lifestyles of young, design conscious consumers and showcase how our style portfolio puts them centre stage and helps them perform" explains Jean Pierre Le Calvez, vice president, marketing, Personal Systems Group, HP Europe, Middle East and Africa. "Our emphasis on sleek design, innovative use of materials and collaborations with fashion designers has delivered a highly desirable collection of products. The ad campaign aims to showcase them in equally desirable settings whilst also conveying how thin, light and ultimately mobile they are."
HP's style portfolio features notebooks with a high design edge and includes HP Envy, Mini 210 and Mini 210 Vivienne Tam edition PCs. Tied together through iconic design and innovative use of materials, each notebook makes a style statement and compliments the look and packed lifestyles of today's fast paced, fashion-forward consumers.
Shot in luxurious locations - a nightclub, restaurant, Bentley and designer shopping strip – the ad campaign depicts successful 'star' couples using their notebooks to shield themselves from the glare of the paparazzo's flash-bulb.