Hewlett-Packard is to challenge Apple's position as the computer of choice for the creative industries, with activity themed around film.
The PC brand is launching a campaign featuring characters from upcoming movie Shrek the Third and has announced a partnership with the British Film Institute.
Dan Gates, director of global brand communication at HP, said the move is designed to reposition it as an 'inspired' technology brand. HP has also promoted its association with film through events at the Cannes Film Festival.
The creative executions are being adapted specifically for each market.
- Tarnishing the silver screen? page 19.
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