Paparazzi Campaign Puts HP’s Style Portfolio in the Frame

HP has launched ‘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.

Check out the video below: