72 hours of YES



The HP team at the agency had a great idea. During an EMC (HP’s main competitor) event in Las Vegas, HP would say “YES” to all of the attendee’s wishes for 72 hours straight. They just had to tweet their request using #72hoursofyes.

Conceptually, the idea was completely in-line with the “Stop living in EMC’s land of NO” campaign back then. But visually it wasn’t. The look and feel was very basic and corporate, lacking the energy needed for a stunt like this. So the team asked me to help.

My goal was to create an identity that would translate the energy, immediacy, positiveness and excitement of unlimited possibilities. It wasn’t easy to convince the internal team, and the client, to change things visually. But we made it happen! 

This project not only reset the client’s expectations but it completely changed the way the agency worked with HP. The partnership became much more exciting.

Check out the case study below to see the work in detail.


Agency: RAPP
ECD: Rik Haslam
Creative Direction: Danielle Gilbert, Michael Hurley
Concept: Danielle Gilbert, Erica Stevens, Michael Hurley, Michael MacKay
Art Direction: Danielle Gilbert
Visual Identity: Diogo Montes
Illustrations: Mohammed Nadeemuddin
Copywriting: Frank Trani, Hayley Morris, Michael Hurley
Broadcast Production: Jeff Goodnow

Digiday Awards  /  2015
Best Branding B2B Campaign - Finalist
Shorty Awards  /  2015
Best in BtoB - Silver
Ad Age  /  2015
BtoB Best Award - Runner Up
Category: Social