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As part of an ongoing relationship with HP, gyro (now Merkle B2B) worked to position the brand as synonymous with reinvention. With a suite of education solutions designed to deliver measurable student outcomes, HP was uniquely positioned to empower teachers to reimagine learning.
Through ethnographic research and educator interviews, I helped uncover a powerful insight: teachers aspired to make education less standardized and more flexible, collaborative, and dynamic. We positioned HP as their ally in “unstandardizing” learning—providing tools that foster creativity and adaptability in the classroom.
The resulting awareness campaign centered on an anthemic video that garnered 5.6M+ views on YouTube and was honored by The Drum, with activations spanning digital hubs, social channels, partner platforms, print advertising, and global events like Bett Show.
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Highlights:
Strategic positioning of HP as a champion for innovative, flexible education
Developed insight: teachers seek to “unstandardize” learning
Campaign generated 5.6M+ YouTube views and earned The Drum Award recognition
Rolled out across digital, social, print, and major education industry events
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Chief Strategy and Innovation Officer: Auro Trini Castelli; Director of Communications and Digital Strategy: Sean Bonthuys; Global Strategy: Gilian Rappaport; Chief Creative Officer: Christoph Becker; Executive Creative Direction: Ronny Northrop
