Ever wonder where products get their names? Aniden Interactive in Houston wanted to know exactly that when they set out to promote Hewlett-Packard's new Z Workstation. Absent of a reason, Aniden felt that their first task was to develop a concept giving the "Z "a purpose. "In crafting our story, it was important to focus on one vertical, animation and one key product message, innovation," the agency says. "So, how do we tie 'innovation' with 'Z'? Here lies our challenge."
Aniden created a story to describe how the workstation received its name, while focusing on its innovative design. By asking, "Where does innovation begin," Aniden realized that as the last letter of the alphabet, the workstation's innovation began with the end in mind, and that's where they started their dynamic, animation-rich, illustrated story. The story "was a big idea explaining where big ideas come from. Innovation begins with the end in mind... innovation begins with Z."