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Chromebook
Waking the sleepwalkers of the laptop world.
RAN IN: United States
AGENCY
Arts & Letters Creative Co *Lead Agency
Charles Hodges, Founder, Executive Creative Director
Rich Weinstein , Managing Director
Andy Grayson, Director of Strategy
Jed Grossman, Executive Creative Director
Phil Williams, Business Director
Zack Stergar, Strategist
Marissa Osowsky , Business Manager
Marissa Hardison, Business Manager
Katie Hoak, Business Director
Rennie Gibb, Business Manager
SUMMARY
In advertising we serve different brands and battle different competitors, but we share a set of common, formidable enemies: habit, inertia and the blinding comfort of yesterday’s thinking.
This story is about challenging a complacent category head on, and the power of creativity to shatter the consumer autopilot, to disrupt decades of blind loyalty and to inspire an epiphany about a brand overlooked in the aisle for years: Chromebook.
In a category that stagnated for years, the competitive campaign and ignited sales growth for Chromebook while category sales declined.
CASE VIDEO
Hero Medium: TV
Medium Featured On Video: CINEMA,SOCIAL MEDIA,TV
Audience: New Audience
Objectives: Increase sales, volume
Type: Business to Consumer
Language: English
