Hewlett-Packard
Reinventing home printing
Hewlett-Packard
Project overview
Mission
HP's home printing business was financially vital and culturally invisible. The product category had accumulated a reputation as something older generations used for coupons and highway maps. HP needed a creative platform that gave a younger audience a genuine and emotionally resonant reason to reconsider printing — one that fit into HP's broader reinvention story rather than working against it.
Discovery
The target audience cared deeply about being seen and remembered, but the primary tools available to signal that (social posts, digital photos, likes and shares) were inherently ephemeral. Cloud storage made every photo equally accessible and, in doing so, made every photo equally forgettable. Digital abundance had created a paradox: when you can keep everything, keeping things becomes meaningless.
But that shift created the creative opportunity: the handful of things we choose to print and display carry exponentially more weight precisely because of digital abundance. Being in the picture on someone's wall signals that you actually matter to someone.
Approach
We reframed home printing as the deliberate act of making something permanent in a world where everything is temporary. The creative territory: the people who matter to us live on our walls, not in the cloud.
(Creative execution led by a different roster agency.)
Landing
The platform was deployed through a multi-year film series across HP's owned and social channels, running in 12 markets and 8 languages over five years. In HP's own published assessment of their brand journalism initiative, the content was cited as consistently their most-viewed.
