Life on the move. Where life is your stage and your only choice is to perform. HP knows how people depends on technology for communication, work, and entertainment but is also aware how people or fashion conscious today. To answer the high demand for stylish gadgets, HP recently launched the Paparazzi, a campaign combining HP functionality with high end technology fashion design.

The company asked the help of top photographer Dave Hogan who works with Madonna, Bono, David Beckham and the elite of the celebrity world. Hogan injected the paparazzi atmosphere into the campaign capturing the HP notebook collection in uber-posh situations with all the flash bulbs, style, and beauty. The creative geniuses of Saatchi & Saatchi implement the print and online campaign initially in the UK, Russia, Germany, and France.

The campaign puts spotlight on the HP Envy, the hip and sleek HP Mini 210, and the collection of notebooks conceptualized by famous designer Vivienne Tam. The collection from the New York based designer features butterfly prints inspired by a love story from China and perfectly blends the Eastern concepts with the modern architecture of the gadgets.

The push from HP puts the latest technologies in line with the latest fashion accessories. The ad features "stars" clutching their notebooks, using them as shields to the stalker flash bulbs of the paparazzi following them in a restaurant, shops, and nightclub.

Read the full press release below to know more about the HP Paparazzi campaign. We also posted some videos so you can see the making of this cool ad push.

Paparazzi Campaign Puts HPs Style Portfolio in the Frame

GENEVA, Switzerland, August, 2010 – Today, HP launches 'Paparazzi', an integrated campaign aimed at design conscious consumers.  Implemented across the UK, France, Germany and Russia, the campaign features images taken by veteran paparazzo Dave Hogan, uniquely tying the company's style portfolio to celebrity culture.

Created by Saatchi & Saatchi and shot by Dave Hogan, an Access All Areas celebrity photographer, the Paparazzi ad campaign centrally positions HP's style range as the digital accessory for the glitterati.  The images will be used through executions online and in print with the call to action "Life is your stage.  Perform."

"The Paparazzi campaign aims to capture the vibrant lifestyles of young, design conscious consumers and showcase how our style portfolio puts them centre stage and helps them perform" explains Jean Pierre Le Calvez, vice president, marketing, Personal Systems Group, HP Europe, Middle East and Africa. "Our emphasis on sleek design, innovative use of
materials and collaborations with fashion designers has delivered a highly desirable collection of products.  The ad campaign aims to showcase them in equally desirable settings whilst also conveying how thin, light and ultimately mobile they are."

HP's style portfolio features notebooks with a high design edge and includes HP Envy, Mini 210 and Mini 210 Vivienne Tam edition PCs.  Tied together through iconic design and innovative use of materials, each notebook makes a style statement and compliments the look and packed lifestyles of today's fast paced, fashion-forward consumers.

Shot in luxurious locations – a nightclub, restaurant, Bentley and designer shopping strip – the ad campaign depicts successful 'star' couples using their notebooks to shield themselves from the glare of the paparazzo's flash-bulb.

A video, documenting the making of Paparazzi, is available to view at www.hp.com/uk/perform and www.facebook.com/HPCuratesUK