Work Better

Agency Network: 
September 2021


Work Better, a campaign to inspire German businesses to embrace new technology, revisits its signature character, “Markus”, on a tour of the pandemic-altered working world.

Anchored again with a 60-second TVC, this year’s campaign expands the story from focussing on changes to possibilities, drawing on cultural insights, humor, and rich storytelling. As a character, Markus serves as a creative mirror, reflecting back elements of German culture, mindset, and values to speak directly to the local audience. Through Markus, HP Deutschland has been able to connect with the German audience. And likewise, the character helps the audience connect with the brand.

Film advertisement created by AKQA, Germany for HP, within the category: Electronics, Technology.

Advertising Agency: AKQA, Berlin, Germany
Executive Creative Director: Jake Cooper
Creative Director: Gabrielle Soria
Senior Creative: André Blanco
Senior Art Director: Eduardo Rodarte
Copywriter: Res Matthys, Niklas Scholz
Motion Designer: Christian Detken
Senior Account Manager: Markus Biesenbach
Associate Project Manager: Rasmus Johansson
Senior Strategist: Alexi Gunner
Production Company: Anorak Film GmbH
Director: Bernd Fass
Dop: Jens Spöri
Edit: Oliver Don
Executive Producer: Tobias Steinhauser
Producer: Franko Melisch
Music Production: Thomas Berlin / 48K
Sound Design: Denis Elmaci
Photographer: Jochen Manz
Image Retouching: 617digital
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