Hewlett-Packard
Reinventing home printing
Hewlett-Packard
Project overview
Brand challenge
HP’s reinvention story was falling flat.
Product / business challenge
Home printing was a financially vital but increasingly old-fashioned line of business that did not fit into the innovation story HP was trying to tell.
Barrier to overcome
The pervasive idea that home printing was exclusively for old people to print coupons and highway maps.
Our deliverable
A creative platform / territory that identified and communicated a viable reason for millennials or Gen Z-ers to own a printer.
(Creative execution led by a different roster agency.)
Insight (Rogue planet)
If you can keep everything (in the cloud), keeping things becomes meaningless.
Creative mission statement (plan to land on the rogue planet)
Show that the people who matter to us live on our walls, not in the cloud.
How it lived in the world
The platform came to life over the next 5 years as a film series; it was deployed by local and regional agencies across HP’s social and owned channels, in twelve markets and 8 languages. It has consistently been the most viewed content from HP’s brand journalism initiative.
