Berlin – With many office-based employees now operating in a hybrid model of working, computer hardware brand HP is highlighting the benefits of work-from-anywhere lifestyles to market its devices. In its humorous film, Work Anywhere, an office worker pulls out a HP laptop that transports him to far-off locations around the world.
Shown working in a hair salon, in the back of a farmer’s truck and on the top of a mountain, the ad posits HP laptops as ideal hardware for a free-spirited approach to work. Created by advertising agency AKQA Berlin, this follows on from the brand’s 2020 campaign, Work Better. By aligning itself with the conversation about remote working, HP sets an example for other technology brands on how to support the growing number of Wandering Workers.
With global lockdown periods having drastically affected many people’s experiences of work – and their employer expectations – there is an ongoing opportunity for technology brands to redesign and re-market their devices for flexible working.
Strategic opportunity
For many office workers, being able to work flexibly is essential. Both hardware and software brands can take inspiration from this campaign and similarly promote the usefulness of their products in enabling nomadic lifestyles
