The media team extended the communication of the HP brand campaign in ways that the creative could not do on its own. The campaign showcased how many of the best companies and organizations use HP for their complex technology needs. Showing many different examples was necessary to combat the overwhelming perceptions of HP as just a printer and PC company. A multiple execution media strategy ensured that audiences were simultaneously exposed to the variety of customers that use HP technology. In addition, media was able to provide breakthrough, unique and never-before-done units that placed messages in innovative and inventive places.