HP Paparazzi campaign puts spotlight on HP tech couture lifestyle portfolio

HP recently launched the Paparazzi campaign which infuses style, fashion, and glamour into digital technology. It aims to make gadgets more chic and hip for today’s users who are always on the go.

Hewlett Packard tapped the services of Dave Hogan, a top paparazzo, and the creative team of Saatchi & Saatchi to give the HP Style Portfolio a strong appeal to the technology conscious glitterati. The ads initially kicked off in France, United Kingdom, Russia, and Germany revolving around the tag line “Life is your stage. Perform.”

Jeanne Pierre Le Calvez, VP for marketing of HP, explains that all of the company’s efforts for this campaign centers on helping design conscious consumers to achieve their goals using the technology available while staying cool and fashionable.

He adds that HP continues to explore sleek designs and innovative materials in collaboration with famous fashion designers to deliver a collection of highly desirable products. The Paparazzi campaign will showcase the line-up in different settings focusing on their thin and light architecture making them highly mobile for today’s lifestyle.

These products are the HP Mini 210, HP Envy, and the collection of posh computers from New York based designer Vivienne Tam. The Spring collection PCs from the designer features Butterfly Lover prints which at first look can be mistaken for an elegant designer purse. This move truly makes HP a tech couture pioneer that serves fashion-forward consumers.

The ad campaign was shot in a shopping strip, restaurant, nightclub, and at Bentley proving that the fashionable HPs are also good shields for the blinding flash of the cameras.

Checkout the HP Paparazzi press release below and take a peek at the cool pics and videos during the making of the ad.

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. 

A video, documenting the making of Paparazzi, is available to view at www.hp.com/uk/perform and www.facebook.com/HPCuratesUK