Viv Bowdler

A strategic creative with experience in marketing, design, experiential, integrated campaigns and brand strategy. Right now, you can find me mining for ideas and upvotes in Reddit’s KarmaLab.

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(Previously @It’s Nice That, Dark Horses and Twitter). 

In 2025, Reddit became the UK’s fastest-growing social platform, exploding in popularity and overtaking both X and TikTok in user numbers. Naturally, Hewlett-Packard wanted a seat at the table. They came to us with a challenge: how do you evolve a hero TV campaign into ideas that casual gamers on Reddit would genuinely love?

Our answer: the Xcuse Generator carousel, an out-of-home partnership, and The Gamer’s Guide to the Omniverse, a Reddit Freeform Ad that hilariously (and convincingly) made a case to justify why a gaming-level laptop is absolutely essential for work. 

What’s your excuse?

HP’s playful TV campaign showed gamers using the new OmniBook X Flip for both gaming and work. With the power to deliver all work and all play, all star employees (and gaming enthusiasts) need is an excuse to own one. We took to Reddit to ask gamers why a gaming-level laptop was absolutely essential for their jobs. The best excuses were pulled straight from the posts and plastered across billboards on Oxford Street, turning Redditor’s excuses into high-impact billboard placements in London’s busiest shopping area. 

HP OmniBook X Flip: Xcuse Generator

Using Reddit’s Promoted Carousels we created the Xcuse Generator, the ultimate tool for justifying your totally necessary new OmniBook X Flip. The swipe through generator spits out hilariously elaborate (and suspiciously believable) email-ready excuses you can send straight to your boss. All you have to do is pick your favourite, click, copy, and pretend it’s all about “productivity.”

The Gamers Guide to the Omniverse. 

“Work, work, work...type, type, type. *more working sounds*. In a complete Reddit guide, we leveled up Reddit’s long-form ad product, Freeform ads, to spotlight the Omnibook X Flip, breaking down its features and giving perfectly crafted ‘excuses’ for why you just have to have it, all through the eyes of a gamer.

My Role
Creative Director, Artworking, Copywriting.


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