HP Toyrama Campaign

Background

The aim of the campaign was to launch the high-powered HP xw9400 Workstation, which delivers high-end 3D graphics performance for designers, 3D artists and animators. Arc Worldwide were tasked with creating a digital campaign that would reach out to these creatives in the most appropriate and appealing manner. Their brief was to achieve awareness, create desire and drive purchase consideration for HP workstations amongst a target audience who might otherwise consider only Macs. Another challenge was to create a big idea that would be equally effective across the whole Asia Pacific region.