“It’s time for a fresh perspective. We need to make room for the other half—and not just the clichés, not just the saints and geniuses. Flawed, complex women are telling meaningful, resonant stories that take our breath away, challenge us, inspire us,” says Lisa Rubisch of Park Pictures, director “Togetherness,” of one of HP’s new holiday campaigns.
A little over a year ago, HP announced a quest with its creative agencies to transform the advertising industry. The company challenged partners to significantly increase the number of women and minorities in top creative and strategic roles on its accounts. The captivating outcome of that initiative is available for all to see in two new HP holiday campaigns.
A long-form video, “Togetherness”, thoughtfully captures a holiday dynamic many of us recognize—a tense family dinner where loved ones with vastly different political opinions are gathering. Drawing on her own experiences, Rubisch crafted a story of two sisters who care deeply for one another, but find old rifts and new debates creating a sharp divide between them. A teen girl—daughter of one and niece to the other—reminds them of their longtime history and unbreakable bonds by using the power of printed photos (thanks to a handy HP Sprocket).