Hewlett Packard is not only a leader in technology development, but in end-of-life product recycling, too. They wanted to make a video that told the world about those noble efforts.
HP is a tech industry behemoth, and they did not want this video to veer into the dubious realm of corporate grandstanding. They wanted to emphasize the human beings behind their company recycling program without losing the broader environmental story line.
Porter Panther decided to focus on the HP employees at the company’s Sacramento recycling center. With Mythbusters-like excitement, the film featured the stripping down of old HP machines, but the real story was the character of these individuals and the deep connection they shared to a larger social responsibility. “Recycling” aired as a feature on “The Today Show.”