Everything is Possible

The 2002 merger between tech giants HP and Compaq was highly contested and in the media on a daily basis. The strategy was to legitimize and shine a positive light on the merger by focusing on Fortune 500 companies that partnered with HP for tech infrastructure and services. The idea behind the “+hp” brand campaign, which launched globally after the merger, was to show HP’s human, collaborative approach to partnerships, vs. the “our way or the highway” attitude of rival IBM