Campaign details

Brand: HP
Advertiser: HP
Lead agency: Giant Spoon

Effie awards category context

It's on your TV. It's in the news. Cybersecurity is a mainstream topic and has recently taken center stage as a globe issue. Just think of the companies that fell vulnerable to attacks in 2017: Sony, UCLA Hospital, Deloitte, Equifax. Even still, consumers and IT professionals are unaware of the dangers of unprotected office printers. We created "The Wolf," a dramatized fictional series starring Christian Slater, featuring printer attacks based on real security breaches. By exposing these weaknesses, we pushed IT decision-makers to action, increasing awareness and urgency of printer security and generating growth in HP security-enabled printers.

State of the marketplace and brand's business