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Hewlett Packard Enterprises (HPE) sees that IT issues can be a monster, both metaphorically and literally, in a new campaign called 'Tame I.T.'

The campaign, by Publicis North America, is made to stand out in the tech category with a relatable message for IT customers.

HPE explained that modern IT environments can be complex and difficult to manage. Legacy systems, constant workarounds and third-party solutions can grow out of control. For IT customers, it can feel like a “monster” that takes on a life of its own, disrupting business, slowing innovation and impacting business productivity.

The 'Tame I.T.' campaign brings the IT monster to life as a big, red, furry, disruptive character who personifies IT complexity and specific customer pain points with humor – demonstrating the company's empathy and deep understanding of its IT customers’ challenges.

Chief creative officer of Publicis New York, Andy Bird, commented: “Tech problems are often massive, almost inexpressible and monstrous in scope. We took that simple idea and crafted it into a big smart, creative visual. The red monster simply conveys the scale of the issue and just how quickly HPE provides a solution.”

Each creative execution uses the IT monster to represent a specific pain point and shows how businesses can tame the monster with software-defined solutions from HPE. Those solutions reduce complexity, offering a simple, flexible, easy-to-manage experience that empowers IT to operate at the speed of customers' businesses.

Global head of brand experience at HPE, Marissa Freeman, stated: “At HPE, we obsessively focus on identifying and resolving our customers’ challenges. It is our reason for being. And, what better way to bring to life one of the industry’s monster problems, than with a literal monster. It is a light-hearted interpretation of a deep-seeded problem, injected with a dose of humanity. We believe our customers will not only relate, but smile.”

The global campaign is driven by a digital-first strategy, and the work will appear in the US, United Kingdom, Germany, France, and Japan. Campaign media elements include digital video, display ads, search, social, out of home, broadcast and events.

See the spots by clicking on the Creative Works box below.

Publicis North America: Hewlett Packard Enterprise (HPE) 'Tame I.T.'

Agency: Publicis North America
Client: Hewlett Packard Enterprise (HPE)
Date: May 2018
Hewlett Packard Enterprise (HPE) sees that IT issues can be a monster, both metaphorically and literally, in a new campaign called 'Tame I.T.' The campaign, by Publicis North America, is made to stand out in the tech category with a relatable message for IT customers.
HPE explained that modern IT environments can be complex and difficult to manage. Legacy systems, constant workarounds and third-party solutions can grow out of control. For IT customers, it can feel like a “monster” that takes on a life of its own, disrupting business, slowing innovation and impacting business productivity.
The 'Tame I.T.' campaign brings the IT monster to life as a big, red, furry, disruptive character who personifies IT complexity and specific customer pain points with humor – demonstrating the company's empathy and deep understanding of its IT customers’ challenges.
Chief creative officer, Publicis New York, Andy Bird, commented: “Tech problems are often massive, almost inexpressible and monstrous in scope. We took that simple idea and crafted it into a big smart, creative visual. The red monster simply conveys the scale of the issue and just how quickly HPE provides a solution.”
Each creative execution uses the IT monster to represent a specific pain point and shows how businesses can tame the monster with software-defined solutions from HPE. Those solutions reduce complexity, offering a simple, flexible, easy-to-manage experience that empowers IT to operate at speed of customers' businesses.
Credits:
 
 
Client: HPE
Campaign Title: TAME I.T.
Agency:  Publicis North America
Agency Location: New York
 
Chief Creative Officer: Andy Bird
Executive Creative Director/s: Matt McKay
Creative Director/s: Carlos Perez, Justin Via
Associate Creative Director: Jake Blumenau
Associate Creative Director: Roe Laophermsook
Art Director: Dudu Gomes
Art Director: MK Kim
Writer: Chris Wilson
Designer: Halli Rosen
Executive Producer, Broadcast: Lauren Schneidmuller
Music Producer: Rachel Rauch
Business Manager: Deanna Gattie
Executive Producer, Integrated:  Kathleen Bennett
 
Global Client Officer: Scott Herring
SVP Group Account Director: Bella Curtis
SVP Strategy Director: Jeff Koss
Account Director: Matt Bloem
Account Supervisor: Mike Brokamp
Account Executive: Sam Sykes
Production Company: Imperial Woodpecker
Director: Simon McQuoid
Executive Producer: Charlie Cocuzza
Producer: Anita Wetterstedt
 
Editorial Company:  MACKCUT
Editor: Ian Mackenzie
Assistant Editor: Gustavo Roman
Executive Producer:  Gina Pagano
 
VFX:  The Mill
Production-
Executive Producer: Melanie Wickham
Producer: Bugs Russell
Production Coordinator: Samuel Centore
Creative-
Shoot Supervisor: Tony Robins
2D Lead Artist: Jimmy Bullard
3D Lead Artist: Christian Nielsen
2D Artists: Heather Kennedy, Jamie Scott, Molly Intersimone, Ting Jung-Hsu, Andre Vidal, Eric Sibley, Ari Garber, Kieran Hanrahan, Yongjae Lee, Akshay Jain, Arijit Ghosh, Badrinath Chinimilli, Jyoti Tiwari, Nithin Babu
3D Artist: Seon Crawford, Shawn Lipowski, Billy Jang, Incheol Jeong, Constance Bensen, Chris Hill, Dave Barosin, Jackie Liao, Navdeep Singh, Bijo Joy, Fazal Khan, Gokul Navaneethan, Manoj Ravi, Spandana Battula, Tarun Kumar
Matte Painting: Charles Lee
Design: Adam Pearlman, Kyle Leicht
 
VFX Colour: The Mill
Colourist: Fergus McCall
Executive Producer, Colour: Rochelle Brown
Colour Producer: Evan Bauer
 
Sound & Sound Design: Heard City
Engineer: Evan Mangiamele
Executive Producer: Sasha Awn
Tags: United States
 
 
 
 
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