Work Better

There’s a German saying: “Niemals ein laufendes System ändern.” Never change a running system.

But sometimes, things have to change.

HP notebooks were more advanced, innovative, and (let’s be honest) better-looking than their competitors, yet German IT managers wouldn’t budge. They stuck with what worked… fine.

So my partner, André Blanco, and I introduced Markus, the ultimate anti-hero of progress. Stubbornly loyal to outdated tech—until he realizes: why workaround when you can work better?

Launched in 2020, his story became a metaphor for curiosity, adaptability, and staying open in a time of uncertainty.

The result? HP’s first-ever System 1 five-star rating, a feat achieved by less than 1% of global ads. The brand was newly seen as fresh, modern, and uplifting, with 68% of viewers saying they’d definitely buy.