Our cooperation with HP Papers began with thorough strategic analysis of its competitive market. As a result we have focused on the emotional bond between two separate HP products, expressing the power of their synergy as a perfect duo: printer and paper. The act of printing received a creative touch of expression, full of emotion and passion. Thanks to three vital elements: printer, ink and paper of the HP family, the final effect receives an extraordinary quality of visual perfection.
Inspiration through innovation and technology and a customized approach to reality
Emotions through empathetic, “human” communication, giving human qualities to objects and using emotive language
Preservation thanks to practicality and efficiency of the product and in personalised consumption.
Key brand goals were introduced, having in mind their cohesive image: education (pre-purchase information, rebranding), consumer takeout (reinventing print) and sales (consumer activation, reseller support).
The key creative idea was based on 6 separate paper types, all rooting on printers’ affection towards paper. End users being mainly home office workers, individuals and small businesses were attracted by an original story of well prepared, inspiring and reliable workflow. Promotional key visuals reached out towards printers and ink as necessary complementary products to HP paper.