BBDO Japan Challenges Outdated Female Stereotypes in New HP Campaign

BBDO Japan has launched a new campaign in-store, online and on-screen for HP launching their new Spectre model.

The campaign follows the global campaign for HP's 'Keep Reinventing' but takes on a very current and important issue – the changing role of women in Japanese society, where long-held traditional views and expectations with regard to their roles within their homes, with their families and in the workplace have often been felt to stifle their natural talents and stifle their ambitions.

In this series of films, three very different strong female characters challenge the expectations of their friends, colleagues and family members to carry on with their ambitions. One postpones married life to pursue her dreams as a Club DJ. Another steadfastly maintains her role as a good mother whilst still advancing her career and in the final film, the central character is fully prepared to change her path and take up a new study course.

All the films demonstrate relevant features of the new lightweight HP Spectre and sign off with the encouragement to 'reinvent stereotypes'. Accompanying work has been created to reinforce this work on other existing platforms and within the retail environment.

This campaign marks the first work for HP produced by BBDO Japan since they were appointed to this product launch at the start of the year.

Tony Harris, Chief Executive of BBDO Japan, said, “It has been a pleasure to work alongside HP in developing a campaign which has been prepared to take on the status quo in Japanese society. Importantly, it does not seek to downgrade the traditional points of view but instead modernise some of them to be more relevant for 21st century life."