Hasta La Creative!

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.