HP

The world is your new office

What the new normal of working remotely looks like.

Two men in athletic wear sit on a bench outside with laptops, surrounded by people exercising, including a man in a wheelchair, weightlifters, and others stretching or working out. The scene is set near a concrete structure.

Insight

When you give change a chance, your horizons know no limits.

The last time we saw our HP anti-hero Markus, he was beginning to learn the power of taking a chance on a new way of working. This year, a thriving Markus takes us on a tour of the pandemic-altered working world. It’s clear that the new normal is not only here to stay, but it can be liberating too with the right tools at your fingertips.

Three people wearing robes and seated under hair dryers at a salon laugh together. One holds a magazine, another a laptop, and the third also reads a magazine. The setting has vintage decor and warm lighting.

Idea

Meet Markus, the anti-hero turned avant-gardist.

Markus has now embraced the unlimited potential of HP to such an extent that he’s made remote working work for him.

We see him jet-setting with his HP Notebook on a speedboat, at a body-building gym, in a goat farm and even working from horseback – proving to his office-bound colleague that thanks to HP’s tech innovations, the new normal can mean working however and wherever we want. Symbolic of the learning curve the world has experienced this year, the lesson from Markus is that working better actually means living better.

A bearded man in an orange shirt stands outdoors with mountains in the background. Two chat messages appear praising his background scenery.

Impact

A new working culture.

Harnessing big picture global strategic thinking coupled with end-to-end, localised communication specific to Germany, ‘The world is the new office’ message has resonated with German businesses to help solidify a new working culture and become Adweek’s ad of the week.

A large billboard at a train station features an HP laptop on a mountain background with the text: It’s time for a new time. Work better. Welcome back to a working world that will never be the same again. Remote. Agile. And working for you.
Three posters on a wall promote HP Notebooks, featuring a man using a laptop, a close-up of an HP notebook, and the man working outdoors with the text: Welcome, possibilities and The world is the new office.

Adweek

HP envisions a remote working utopia where people can log in from horseback

W&V

Remove all shackles with AKQA and HP

Related work

A man with messy hair and glasses examines a closed laptop at a cluttered desk in a modern, open-plan office with multiple empty workstations and bright natural light.
HP

Work Better

Work Better
A smiling man in a patterned robe stands center stage, surrounded by glamorous showgirls in feathered headdresses and sparkling costumes, all posing together in front of red theater curtains.
Netflix

We Watched It All

We Watched It All
A child in a wizard costume and a dog with a matching cape stand in a living room, gazing at a colorful, magical display swirling out of the TV, filling the room with vibrant, nebula-like lights.
Sky Glass

Made of Magic

Made of Magic
Two white dice display black dots arranged to form the word MAP on a dark brown surface.
MARV

Visual Identity

Visual Identity